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* - Thursday, October 28, 2004
8:00am - 5:30pm	Registration
8:00am - 9:00am	Continental Breakfast
9:00am - 10:15am	Attendees may choose to attend one of the three sessions offered during this time. 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. 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: Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise Speakers: Alan Perkins, Head of Search Engine Marketing, SilverDisc Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com Q&A; Panelists: Michael Palka, Director of Search, Ask Jeeves Magnus Sandberg, Software Engineer, Google Fabio Selmoni, Director of European Sales and Operations, Google Perfecting Paid Listings Paid placement ad programs make it easy to rank well in search engines, but managing hundreds of listings by hand can be a time-consuming and expensive process. This session covers tools that help you close bid "gaps" and measure return on investment (ROI) from your paid listings. It also covers reasons to test different creative, to consider your "landing" pages carefully and other tips. NOTE: The session is designed for those who are already familiar with how paid placement works. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Speakers: Patricia Hursh, President, SmartSearch Marketing Jonty Kelt, Managing Director of UK and Europe, Performics Jessie Stricchiola, Founder, Alchemist Media Inc. Q&A; Panelists: Tor Crockatt, Head of Editorial, Espotting Fabio Selmoni, Director of European Sales and Operations, Google Ola Svensson, Marketing Director, Overture Nordics Site Clinic This interactive session takes volunteers from the audience and examines their Web sites live to provide general feedback about improving them to gain more traffic from search engines. It runs three times on Day 2. Attend whatever session is most convenient. Moderator: Mikkel deMib Svendsen, CTO, RedZoneGlobal Panelists: Anne Kennedy, Managing Partner, Beyond Ink Brendan Kerin, CEO, SitePosition Search Marketing
10:15am - 10:45am	Morning Coffee Break
10:45am - 12:00pm	Attendees may choose to attend one of the three sessions offered during this time. Search Term Research & Targeting The bedrock to success with search engines is understanding which search terms to target. Fail in that, and your audience may never find you. This session covers ways to undertake search term research that is crucial to winning with your search engine marketing efforts. Toward the end of the session, volunteers from the audience will have their sites reviewed for search term research issues. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Speakers: Tomas Axelsson, Director, Trellian Sweden Christine Churchill, President, KeyRelevance Tor Crockatt, Head of Editorial, Espotting Ola Svensson, Marketing Director, Overture Nordics Campaign Case Studies Come hear real life examples of how companies have marketed themselves via search engines. Presentations cover both improving traffic from free organic editorial listings and through paid listing campaigns. Learn what worked for them and make it work for you. Moderator: Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise Speakers: Mette Østerballe, Bon'A Parte Thomas Svensson, Sitelynx Site Clinic This interactive session takes volunteers from the audience and examines their Web sites live to provide general feedback about improving them to gain more traffic from search engines. It runs three times on Day 2. Attend whatever session is most convenient. Moderator: Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com Panelists: Jill Whalen, Owner, HighRankings.com Magnus Hugemark, Technical Director, Relevant Traffic Sweden
12:00pm - 1:15pm	Networking Lunch
1:15pm - 2:30pm	Attendees may choose to attend one of the three sessions offered during this time. Measuring Success How do you know if you've been successful with search engines? You can check your "rank" at search engines for particular keywords, analyze log files to see the actual terms people used to reach your Web site or make the ultimate jump and "close the loop" by measuring sales conversions and return-on-investment (ROI). This panel explores ways to measure success and what statistics you should really care about. Moderator: Nate Elliott, Associate Analyst, JupiterResearch Speaker: Laura Thieme, President and Founder, Bizresearch Q&A; Panelists: Mats Gåhlin, Co-Founder, New Technology Sweden AB Jeff Cram, Web Marketing Manager, NetIQ Corporation Dr. Stephen Turner, CTO, ClickTracks.com Mark Wood, Sales Manager, WebSideStory Advanced Link Building Forum Should you buy or sell links? If so, is this wrong from a search engine marketing point of view? 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? Advanced link building issues like these and more will be explored during this forum. This session is designed for experienced marketers. Beginners should only attend if they've gone through the Link Building Basics on Day 1. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Speakers: Paddy Bolger, CEO, Top-Pile Warren Cowan, Managing Director, Greenlight Dixon Jones, Receptional.com Q&A; Panelists: Michael Palka, Director of Search, Ask Jeeves Magnus Sandberg, Software Engineer, Google Site Clinic This interactive session takes volunteers from the audience and examines their Web sites live to provide general feedback about improving them to gain more traffic from search engines. It runs three times on Day 2. Attend whatever session is most convenient. Moderator: Jake Baillie, VP Search Engine Marketing, Priva Panelists: Christine Churchill, President, KeyRelevance Thomas Svensson, Sitelynx
2:30pm - 3:00pm	Afternoon Refreshment Break
3:00pm - 4:15pm	Attendees may choose to attend one of the three sessions offered during this time. Organic Listings Forum This moderator-led session allows the audience to share tips, tools, techniques and raise questions relating to free "organic" listings in search engines and hear advice from other attendees. As there's no set agenda, this is an ideal session to discuss any major, recent changes with organic listings. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Speakers: Paddy Bolger, CEO, Top-Pile Mike Grehan, CEO, Smart Interactive and Author of Search Engine Marketing: The Essential Best Practice Guide Barry Lloyd, CEO, MakeMe Top Q&A; Panelist: Michael Palka, Director of Search, Ask Jeeves Search Marketing in Scandinavia: Past, Present, and Future Learn what has worked for Scandinavian search marketers in the past, and gain insight into key emerging trends that may impact your marketing campaign this year and next. Moderator: Mikkel deMib Svendsen, CTO, RedZoneGlobal Speakers: Kim Frederiksen, Founder, AddVisors Jan Rencke, CEO & Founder, Destination Stockholm Elisabeth Trotzig, Institutet för reklam- och mediestatistik Q&A; Panelists: Petter Karal, Kvasir Norge Christer Pettersson, Nordic Online Manager Search, Eniro Link Building Clinic This interactive session takes volunteers from the audience and examines their questions about link building by going live to the Web to seek answers and examples. Moderator: Mike Grehan, CEO, Smart Interactive and Author of Search Engine Marketing: The Essential Best Practice Guide Panelists: Joseph Morin, Strategic Marketing Director, Autobytel and President, Boost Search Marketing Warren Cowan, Managing Director, Greenlight
4:15pm - 4:30pm	Session Interval
4:30pm - 5:45pm	Attendees may choose to attend one of the three sessions offered during this time. 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. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Speakers: Sante Achille, CEO, SINTESI Sas, web-ranking.it Jake Baillie, VP Search Engine Marketing, Priva Mikkel deMib Svendsen, CTO, RedZoneGlobal Multi-Country Campaign Management Planning a search engine marketing campaign that will stretch across several European countries. Get tips and advice on how to proceed in an efficient, effective manner. Moderator: Julian Smith, Analyst, JupiterResearch Speakers: Anders Hjorth, President, Relevant Traffic France SAS Bill Hunt, Search Effectiveness Team Lead, ibm.com, Sales & Distribution Fabio Selmoni, Director of European Sales and Operations, Google Ads Clinic This interactive session takes volunteers from the audience and examines their questions about actual ads and landing pages offered up by volunteers from the audience, suggesting changes that may improve clickthrough and conversion. Moderator: Patricia Hursh, President, SmartSearch Marketing Panelists: Steve Jackson, CEO, Aboavista and Editor, Conversion Chronicles Thomas Korte, Google