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Fundamentals Track
Fun With Dynamic Web Sites
Web pages or product listings stored in a database or a dynamic page assembly system can be "invisible" to crawler-based search engines. Discover solutions to this problem and the other unique issues that need to be considered by those running dynamic web sites. In addition, discover why dynamic sites needn't be a problem but a benefit when dealing with search engines.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Jake Baillie, Product Manager, TrueLocal
Mikkel deMib Svendsen, CTO, RedZoneGlobal
Laura Thieme, President and Founder, Bizresearch

Advertising Track
Perfecting Paid Listings
In this session, a look at a variety of tips and technique you can use to get more out of your paid listing campaigns. Learn how to improve a little more each day. Note that sessions specifically about the topics of writing ad copy and creating targeted landing pages are covered within the Advertising Track later this day.
Speakers:
Tim Ash, President, Epic Sky
Matt Van Wagner, President, Find Me Faster
Frank Watson, Head Search Marketing, FXCM

Issues Track
Ad Management: Do Humans Matter?
As search becomes more complicated, having an ad management system to handle hundreds of listings and calculate conversions seems almost essential to anyone. But is it just a numbers game? Is search advertising now all about having the best technology or do humans still have a role to play. This session explores the issue.
Speakers:
Sara Holoubek, Chief Strategy Officer, icrossing, Inc.
Kevin Lee, Executive Chairman and Co-Founder, Did-it.com
Michael Sack, Executive Vice President & Chief Technology Officer, Inceptor
Joshua Stylman, Managing Partner, Reprise Media
Chris Zaharias, Vice President of Sales, Efficient Frontier

News, PR & Blogs Track
RSS, Blogs & Search Marketing
This session explores how search engines are dealing with blog and feed (RSS/Atom) content and why providing such syndicated content can drive new search-related traffic.
Speakers:
Nan Dawkins, Partner, RedBoots Consulting
Greg Jarboe, President and Co-Founder, SEO-PR
Stephan Spencer, Founder and President, Netconcepts, LLC
Amanda Watlington, Ph.D., APR, Searching for Profit

Fundamentals Track
Link Building Basics
Discover how search engines rely on link analysis as an important component for rank web pages. Learn also how to increase traffic to your site by building quality links in an appropriate manner.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Mike Grehan, CEO, Smart Interactive
Debra Mastaler, Owner, Alliance-Link.com
Eric Ward, CEO, EricWard.com

Advertising Track
Creating Compelling Ads
Getting clicks on your paid listings can be a challenge. You need to compel the consumer to click through, yet your ad must also comply with editorial standards controlling what you can say and even the punctuation you can use. You also want the RIGHT type of click. Choose your words poorly, and the wrong audience will come, costing you money and offering no hope of conversion. This session looks at ways to get the right clicks. NOTE: The session is designed for those who are already familiar with how paid placement works. If you are new, be sure to have attended Buying Search Engine Advertising on Day 1.
Moderator:
Andrew Goodman, Principal, Page Zero Media Inc.
Speakers:
Joe Agliozzo, CEO and Co-Founder, BetterPPC
Harrison Magun, Vice President, Managing Director, Avenue A | Razorfish Search

Issues Track
Should You Chase The Algorithm?
People have been trying to reverse engineer search algorithms in a quest for top rankings for nearly as long as we've had search engines. Some swear by chasing the algorithm, while others see it as a short term effort that requires a constant time investment. Does going "natural" make more sense? Is there really such a thing as natural SEO? Or as with many things in search, is there a middle ground to consider? This panel explores the issue.
Speakers:
Greg Boser, President, WebGuerrilla LLC
Mikkel deMib Svendsen, CTO, RedZoneGlobal
David Naylor, SEO, Bronco
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com
Jeff Watts, Search & Community Manager, National Instruments
Jill Whalen, Owner, High Rankings

News, PR & Blogs Track
Meet The Blog & Feed Search Engines
A chance to hear directly from representatives who operate major blog and feed (RSS/Atom) search engines about how they operate. Plenty of time to ask questions after short presentation.
Speakers:
Mark Fletcher, Vice President and General Manager, BlogLines at Ask Jeeves
Peter Hirshberg, Technorati EVP of Sales and Marketing, Technorati
Greg Linden, Founder and CEO, Findory
Jim Pitkow, CEO, Moreover
Scott Rafer, President and CEO, Feedster

Fundamentals Track
Successful Site Architecture
Learn to successfully architect your site for search engines and how specific page elements and design technologies may impact your ability to gain good organic listings. Covers topics such as directory and file structure, server side includes (SSIs), 404 error trapping, JavaScript, robots.txt use, frames, secure area usage, and much more. Toward the end of the session, volunteers from the audience will have their sites examined to see how changes could be made to their site architecture and design to increase search engine traffic, as time allows It's highly recommended for those new to search engine marketing to have previously attended the "Search Engine Friendly Design" session on Day 1.
Moderator:
Barbara C. Coll, CEO, WebMama.com Inc.
Speakers:
Keith Hogan, Director of Program Management, Search Technology, Ask Jeeves
Rajat Mukherjee, Director of Product Management, Yahoo!
Peter Norvig, Engineering Search Quality Director, Google Inc.
Eytan Seidman, Program Manager, MSN Search
Derrick Wheeler, Director Search Optimization, Digital Impact, Inc.

Advertising Track
Landing Page Testing & Tuning
Getting someone to click on your search ad is only half the battle. Once visitors arrive, the landing pages you display to them are a crucial component in converting them into buyers. This session looks at ways to test and tweak your landing pages to get that conversion. NOTE: The session is designed for those who are already familiar with how paid placement works. If you are new, be sure to have attended Buying Search Engine Advertising on Day 1.
Moderator:
Allan Dick, General Manager, Vintage Tub & Bath
Speakers:
James Roche, Co-CEO, Offermatica
Scott Miller, CEO, Vertster
Tim Ash, President, Site Tuners

Issues Track
Ad Reps: Friend Or Foe?
Some search marketing firms have had search engine ad reps try to snag accounts away from them. Such attempts can be successfully fought off, if you know how to state your case. But these attempts also raise additional issues. When is it fair game for a search engine to go after a third-party firm's client? Is it ethical for them to tap into client data in making that pitch?
Speakers:
Mikkel deMib Svendsen, CTO, RedZoneGlobal
Ryan Lash, VP, Search Engine Marketing, Infuse Creative
Misty Locke, President & Co-Founder, Range Online Media
Dana Todd, President, SEMPO
Stacy Williams, President, Prominent Placement, Inc.

News, PR & Blogs Track
Public Relations & Reputation Management
Many people rely on news search engines for information. Understanding how these operate is as vital to a PR campaign as understanding how to contact "real-world" reporters. In addition, how can you influence paid and unpaid listings to ensure the right message about your company is getting out, especially if others are employing them to hurt your image?
Speakers:
Nan Dawkins, Partner, RedBoots Consulting
Greg Jarboe, President and Co-Founder, SEO-PR
Rob Key, President & CEO, Converseon

Fundamentals Track
Writing For Search Engines
To please search engines, you need to be using the keywords you want to be found for. However, you also need to write in a way that pleases human visitors. Learn how to do both, a winning combination that brings you visitors and converts them into customers. Toward the end of the session, volunteers from the audience will have their sites reviewed to see how copy could be better crafted to please search engine ranking algorithms as well as human visitors, as time allows.
Speakers:
Heather Lloyd-Martin, Director of Search Strategies, WebSourced, Inc.
Jill Whalen, Owner, High Rankings

Advertising Track
Search Engine Advertising Forum
What's new in the world of paid listings and other search engine advertising programs? Get an update from ad buyers and sellers, with plenty of time for Q&A; and audience participation in sharing tips. NOTE: This session is designed for those experienced in buying search engine advertising.
Speakers:
Ron Belanger, Vice President, Carat Interactive
Dan Boberg, Senior Director, Strategic Alliances, Yahoo! Search Marketing
David Fischer, Director, Online Sales & Operations, Google, Inc.
David Jakubowski, General Manager, MSN Search
James Speer, Vice President, Marketing and Products, IAC Advertising Solutions, Ask Jeeves
Dana Todd, Founding Partner, SiteLab International, Inc.

Issues Track
Indexing Summit 2: Redirects, Titles & Descriptions
In this panel, we expect to gather a group of search engine representatives and explore proposals about how redirects should be handled and how titles and descriptions in search listings should be formed. As time allows, other issues may also be addressed. We'll explore what's feasible and potential problems. Come contribute!
Speakers:
Rahul Lahiri, VP of Product Manangement, Search Technology, Ask Jeeves

News, PR & Blogs Track
Meet The News Search Engines
A chance to hear directly from representatives who operate major news search engines about how they operate and pose questions.
Speakers:
Neil Budde, General Manager Yahoo! News, Yahoo!
Jim Pitkow, CEO, Moreover
Chris Tolles, VP, Sales and Marketing, Topix.net