Event Hours: Conference Hours: October 27: 9:00am - 5:45pm October 28: 9:00am - 5:45pm Registration Hours: October 27: 8:00am - 6:30pm October 28: 8:00am - 4:30pm Expo Hall Hours October 27: 10:30am - 6:30pm October 28: 10:00am - 3:00pm Premier Plus Sponsor: Premier Sponsor: Association Sponsors: Participating Sponsor: Analyst Sponsor: Official News Distribution Service: Hosted By:

Agenda* - Wednesday, October 27, 2004
8:00am - 5:30pm	Registration
8:00am - 9:00am	Continental Breakfast
9:00am - 10:30am	Attendees may choose to attend one of the two sessions offered during this time. Introduction To Search Engine Marketing Who are the major search engines? How can their editorial listings send you "natural" or "organic" traffic for free through search engine public relations or search engine optimization efforts? How can you purchase top rankings or placement through "search engine advertising" opportunities? This must-attend session for beginners provides an overview of key concepts. Speaker: Danny Sullivan, Editor, SearchEngineWatch.com Cleaning Up The Mess You've just inherited the job of marketing an existing Web site on search engines. Got your cleaning supplies handy? You might discover work by others has gotten the site banned on some search engines. More likely, you may be involved with a site that's just been naturally unfriendly to search engines. This session examines issues and offers advice on dealing with problems. Moderator: Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise Speakers: Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com Matthew Bailey, Web Marketing Director, The Karcher Group Anne Kennedy, Managing Partner, Beyond Ink Yahoo! Q&A; Panelist: Michael Palka, Director of Search, Ask Jeeves
10:30am - 11:00am	Morning Break
11:00am - 12:00pm	Attendees may choose to attend one of the two sessions offered during this time. Search Engine Friendly Design How can you build a Web site from the ground up that pleases both crawler-based search engines and your visitors? Discover how "search engine friendly" design can tap into free traffic from search engines. This session is especially suited for beginners who need an overview of important design issues to keep in mind. More technical design issues are covered in the Successful Site Architecture session on Day 2. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Speaker: Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com European Search Landscape Want to target Europe? Then learn about the major players in search that exist and key principles to keep in mind when reaching out to multiple European countries. Moderator: Julian Smith, Analyst, JupiterResearch Speakers: Massimo Burgio, San Francisco Branch Manager, Ad Maiora Stefan Forsberg, NetRatings, Inc. Per Koch, Editor, Pandia Stephen Taylor, Managing Director, Overture Europe Fabio Selmoni, Director of European Sales and Operations, Google
12:00pm - 1:15pm	Networking Lunch
1:15pm - 2:30pm	Attendees may choose to attend one of the two sessions offered during this time. Buying Search Engine Advertising Learn what's available in this session that is especially geared toward beginners, with details on programs from major providers and advice from advertisers. Moderator: Nate Elliott, Associate Analyst, JupiterResearch Speakers: Martin Dinham, Business Development Manager, Neutralize Magnus Svanblom, Managing Director, Relevant Traffic Sweden Chrys Philalithes, European Marketing Director, Espotting Karen Salamon, Marketing and Small Business Director, Overture Northern Europe Fabio Selmoni, Director of European Sales and Operations, Google Search Engine Marketing: Outsource or In House? Should you do search engine marketing work in house? Or are you better off working with a professional search engine marketing firm? This session explores the technical, cost, and cultural issues that should be considered in making this important decision. In addition to panel presentations, there will be time for Q&A; and audience participation in sharing knowledge. Moderator: Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise Speakers: Drew Graham, European Marketing Director, Kelkoo Bill Hunt, Search Effectiveness Team Lead, ibm.com, Sales & Distribution Joseph Morin, Strategic Marketing Director, Autobytel and President, Boost Search Marketing Jan Rencke, CEO & Founder, Destination Stockholm
2:30pm - 3:00pm	Afternoon Refreshment Break
3:00pm - 4:15pm	Attendees may choose to attend one of the two sessions offered during this time. 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: Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise Speakers: Thomas Bindl, CEO, OPTOP Mike Grehan, CEO, Smart Interactive and Author of Search Engine Marketing: The Essential Best Practice Guide Michael Palka, Director of Search, Ask Jeeves Magnus Sandberg, Software Engineer, Google 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. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Speakers: Tim Brown, Managing Director, Real Media UK Neil Eatson, Marketing Director, Unique Digital Media Chrys Philalithes, European Marketing Director, Espotting Fabio Selmoni, Director of European Sales and Operations, Google Stephen Taylor, Managing Director, Overture Europe
4:15pm - 4:30pm	Session Interval
4:30pm - 5:45pm	Attendees may choose to attend one of the two sessions offered during this time. 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, if time allows. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Speakers: Heather Lloyd Martin, President, SuccessWorks Jill Whalen, Owner, HighRankings.com Balancing Paid & Organic Listings If you get plenty of "free" listings, there's no need to go the paid route, right? Wrong -- what happens if a change in how search engines rank pages leaves you out of the top results? Well, if you buy your way in, there's no need to worry about the free results. Wrong again. Why not gain free traffic if you're relevant? This session explores issues like these and how to get the balance right between free and paid campaigns. Moderator: Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise Speakers: Gordon Hotchkiss, President & CEO, Enquiro Search Solutions Inc. Patricia Hursh, President, SmartSearch Marketing Jessie Stricchiola, Founder, Alchemist Media Inc. Q&A; Panelists: Fabio Selmoni, Director of European Sales and Operations, Google Ola Svensson, Marketing Director, Overture Nordics
5:45pm - 6:30pm	Networking Cocktail Reception