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Converting Visitors Into Buyers
Getting visitors to your web site is only half the battle. To be victorious, you need them to convert into customers by making purchases, signing up for services or fulfilling whatever are your goals. Learn about making this conversion. The latter part of the session takes volunteers from the audience and examines their web sites live to provide general feedback about changing them to improve visitor conversion.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Michael Sack, Executive Vice President & Chief Technology Officer, Inceptor
Bryan Eisenberg, Co-Founder and CPO (Chief Persuasion Officer), Future Now, Inc.

Executive Roundtable
Executives from major search engines take part in a discussion of various current topics relating to the search industry.
Speakers:
Gerry Campbell, Vice President and General Manager, AOL Search and Navigation, America Online, Inc.
Bradley Horowitz, Director of Technology Development, Yahoo!
Jim Lanzone, Senior Vice President of Search Properties, Ask Jeeves
Ken Moss, General Manager of Development and Testing, MSN Search
Craig Silverstein, Director of Technology, Google Inc.

Linking Track
Linking Strategies
How far is too far in optimizing your internal link structure? If you operate a network of sites, can natural interlinking be perceived as link spam? How should you handle affiliate links? Advanced linking issues like these and more will be explored during this session. This session is designed for experienced marketers. Beginners should only attend if they've gone through the Link Building Basics session earlier in the conference.
Speakers:
Greg Boser, President, WebGuerrilla LLC
Debra Mastaler, Owner, Alliance-Link.com
Eric Ward, CEO, EricWard.com
Q&A; Speakers:
Chris Boggs, Director of Online Marketing, G3 Group
Mike Grehan, CEO, Smart Interactive

Local Search Track
Local Search Marketing Tactics
This session looks at ways search marketers are tapping into an audience using local search engines, online yellow pages and other local search methods.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Patricia Hursh, President, SmartSearch Marketing
Justin Sanger, President, LocalLaunch!
Stacy Williams, President, Prominent Placement, Inc.

Special Topics Track
Beyond ROI: Getting Creative With Search
Does search have to be performance driven? Can you forget ROI and make use of the medium to achieve other types of marketing goals, such as branding or word-of-mouth buzz? This session looks at ways to break out of the ROI box.
Speakers:
Stephen Anderson, Managing Partner & Co-Founder, MSHC/Rock Coast Media
Cam Balzer, Director of Search Strategy, Performics Inc.
James Colborn, Account Director, Inceptor Inc.
Anne Frisbie, Senior Director, Category Initiatives, Yahoo! Search Marketing

In House Track
Big Site/Big Brand SEM
How do you cope with search marketing for a company with tens of divisions, hundreds of products, thousands of web pages and seemingly no way to bring order to the chaos? Do you centralize all search marketing activities? Where do you begin with the SEO process? This panel looks at problems and solutions unique to those running big sites or from big companies and brands.
Speakers:
Bill Hunt, President/CEO, Global Strategies International
Martin Laetsch, Manager, Worldwide Search, Intel Corporation
Mike Moran, Distinguished Engineer and Manager of Site Architecture, IBM
Marshall D. Simmonds, VP Enterprise Search Marketing, New York Times

Improve Me Track
Pimp My Site!
In the spirit of MTV's Pimp My Ride, this session shows how one or two sites have been transformed from having no search engine visibility to making heads turn.
Moderator:
Elisabeth Osmeloski, SEM Consultant
Speakers:
Todd Friesen, Range Online Media

Linking Track
Buying & Selling Links
Links have been bought and sold to generate traffic even before search engines made significant use of them to influence rankings. Nevertheless, today some buy in hopes of getting improved rankings. Meanwhile, some purchases could result in search engine losses, if a search engine deems a link network to be a spamming attempt. This session examines how links are bought and sold with strategies on how to stay out of trouble. This session is designed for experienced marketers. Beginners should only attend if they've gone through the Link Building Basics session earlier in the conference.
Speakers:
Thomas Bindl, CEO, OPTOP
Greg Boser, President, WebGuerrilla LLC
Patrick Gavin, President, Text Link Ads Inc.
Debra Mastaler, Owner, Alliance-Link.com
Eric Ward, CEO, EricWard.com

Local Search Track
Meet The Local Search Engines
Representatives from major local search engines discuss how they operate and answer questions from the audience.
Speakers:
Barnaby Dorfman, Vice President, A9
Jeremy Kreitler, Senior Product Manager for Maps and Local, Yahoo!
Ryan Massie, Product Manager, Ask Jeeves
Shailesh Rao, Director, Local Search and Channel Partnerships, Google, Inc.

Special Topics Track
Copyright & Trademarks
How can you get links to material infringing your copyright out of search engines? What do you do if you're removed unfairly this way? What trademark protection rights do you have -- and don't have -- relating to paid ads. This session explores these types of issues, in particular looking at some recent rulings and existing search engine policies.
Moderator:
Jeffrey K. Rohrs, President, Optiem, LLC
Speakers:
Eric Goldman, Assistant Professor of Law, Marquette University School of Law
Jennifer Slegg, Owner, JenSense.com
Deborah A. Wilcox, Partner, Baker & Hostetler

In House Track
Working Together
How can you get the IT department to buy into your SEO suggestions? What will it take to get the branding people to consider your search buy? This session explores strategies on winning support for those tasked with doing SEM in house.
Speakers:
Bill Hartzer, SEO, Intec Telecom Systems
Bill Hunt, President/CEO, Global Strategies International
Mike Moran, Distinguished Engineer and Manager of Site Architecture, IBM
Marshall D. Simmonds, VP Enterprise Search Marketing, New York Times
Kathleen Stockham, Marketing Director, Best Buy

Improve Me Track
Site ECG
How's your site doing with the search engines? In this session, we go beyond looking at rankings to other ways of measuring whether you have a healthy search heartbeat. Consider it competitive intelligence on yourself!
Moderator:
Elisabeth Osmeloski, SEM Consultant
Speakers:
SR Fishkin, CEO, SEOmoz.org
Anne Kennedy, Managing Partner, Search Technology, Beyond Ink
Jake Baillie, Product Manager, TrueLocal

Linking Track
Search Engine Q&A; On Links
Have questions about links? In this session, search engine representatives provide answers to the audience. Be sure to have prepared yourself by attending other link-oriented session on Day 2 and Day 3.
Speakers:
Matt Cutts, Software Engineer, Google Inc.
Kaushal Kurapati, Product Manager, Search Technology, Ask Jeeves

Local Search Track
Local Search Ads
Looking to target a local audience specifically through search ads? This session gets up close with targeting options offer by major players, offering tips, tactics and advice.
Moderator:
Kevin Ryan, Chief Strategy Officer, Zunch Communications, Inc.
Speakers:
Eric Chandler, VP-eCommerce Marketing, Verizon SuperPages
Brad Geddes, Director of SEM, LocalLaunch.com
Zorik Gordon, President & CEO, ReachLocal
Doug Meeker, Vice President, AOL Search & Directional Media, America Online, Inc.
Andreas Ramos, Director PPC, Intrapromote
Shailesh Rao, Director, Local Search and Channel Partnerships, Google, Inc.
Geoff Stevens, General Manager, Local, Yahoo! Search Marketing

Special Topics Track
Auditing Paid Listings & Click Fraud Issues
Did you really get that much traffic from paid listings last month or is something funny going on? Reviewing your paid traffic is an essential task any serious search engine marketer should undertake. Discover how to spot abnormalities and follow-up with search engines if you suspect a competitor or someone else is creating clicks just to drive up your costs. Also discover the proactive things paid listing providers already do to protect advertisers.
Speakers:
Eric Goldman, Assistant Professor of Law, Marquette University School of Law
Danielle Leitch, Vice President, MoreVisibility
Jessie Stricchiola, Founder, Alchemist Media Inc.
Lori Weiman, Director, KeywordMax

In House Track
In House Forum
No PowerPoint presentations here! Instead, we've got a panel of in house search marketers ready to take questions and provide answers about how they do things to get SEM done internally. We'll go to the audience for answers and discussion, as well.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Mary S. Bettinson, Web Marketing Director, N.A.D.A. Guides
Bill Hartzer, SEO, Intec Telecom Systems
Bill Hunt, President/CEO, Global Strategies International
Martin Laetsch, Manager, Worldwide Search, Intel Corporation
Mike Moran, Distinguished Engineer and Manager of Site Architecture, IBM
Marshall D. Simmonds, VP Enterprise Search Marketing, New York Times
Kathleen Stockham, Marketing Director, Best Buy
Dustin Woodard, SEO & Web Analytics Manager, Allrecipes.com

Improve Me Track
Usability Clinic
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about changing them to improve usability and visitor conversion. Highly recommended to have attended Converting Visitors Into Buyers earlier on Day 3.
Moderator:
Elisabeth Osmeloski, SEM Consultant
Speakers:
Matthew Bailey, Web Marketing Director, The Karcher Group
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com