The Premier Event for Search Engine Marketing & Optimization
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October 19-20, 2005 • Sheraton Stockholm • Stockholm, Sweden
Event Hours:
Expo Hall Hours
Oct 19: 10:30am - 7:00pm
Oct 20: 10:00am - 3:00pm Conference Hours:
Oct 19: 9:00am - 5:45pm
Oct 20: 9:00am - 5:45pm Registration Hours:
Oct 19: 8:00am - 7:00pm
Oct 20: 8:00am - 4:30pm
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Agenda* - Wednesday, October 19, 2005 Day 1 - Conference Exhibit Hall Hours: 10:30am - 7:00pm
8:00am - 7:00pm
Registration
8:00am - 9:00am
Continental Breakfast
9:00am - 10:30am
Attendees may choose to attend one of the three sessions offered during this time.
Fundamentals Track 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: Chris Sherman, Associate Editor, SearchEngineWatch.com
Targeting Europe Track The European Search Landscape What's the most popular search engine? The most used search engine? What vertical areas of search are growing? Are people using search toolbars more or less? What are the unique differences between European searchers and those elsewhere in the world? Representatives from major ratings and traffic analysis services share stats and info on topics such as these. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Speakers: Heather Hopkins, UK Director of Research, Hitwise Mikkel deMib Svendsen, CTO, RedZoneGlobal Fulton Yancy, Regional Account Manager, Nordic, WebsideStory
Advanced Advertising Track Broad Matching & Other Ad Targeting Options Go "broad" with your keyword matches, and you might more easily capture important traffic. But going broad also requires careful monitoring to ensure you don't pick up unqualified terms. Learn how to do more with broad matching and other ad targeting features you may not be using fully. Moderator: Julian Smith, Analyst, JupiterResearch Speakers: Andrew Buckman, European Product Director, Overture David Carrillo, Technical Operations Manager, DART Search, DoubleClick Henrik Hoglund, Google Sweden Anne Kennedy, Managing Partner, Beyond Ink
10:30am - 11:00am
Morning Coffee Break
11:00am - 12:00pm
Attendees may choose to attend one of the three sessions offered during this time.
Fundamentals Track 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. Moderator: Anne Kennedy, Managing Partner, Beyond Ink Speaker: Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com
Targeting Europe Track Language & Domain Name Issues European search marketers face unique challenges dealing with language and domain name issues. What are the search engine issues with country-specific domain names vs. .com or others? Learn more about gaining domain names for countries where you are not based and how search engines deal with multi-language, multi-domain web sites. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Speakers: Andy Atkins-Krüger, Managing Director, Web Certain Jacob Palme, Professor, Computer and Systems Sciences Dept., Stockholm University
Advanced Advertising Track Search 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: Julian Smith, Analyst, JupiterResearch Speakers: Richard Firminger, Sales Director, Overture UK Andrew Goodman, Principal, Page Zero Media Inc. Henrik Hoglund, Google Sweden Dixon Jones, Managing Director, Receptional.com
12:00pm - 1:15pm
Networking Lunch
1:15pm - 2:30pm
Attendees may choose to attend one of the three sessions offered during this time.
Fundamentals Track 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 succeeding with your search engine marketing efforts, whether that be via free or paid listings. Toward the end of the session, volunteers from the audience will have their sites reviewed for search term research issues, if time allows.
Moderator: Nate Elliott, Analyst, JupiterResearch Speakers: Tomas Axelsson, Director, Trellian Sweden Rachelle Boehm, Head of Sales Support, Overture Christine Churchill, President, KeyRelevance Tor Crockatt, Global Head of Editorial, MIVA
Advanced Advertising Track Auditing Paid Listings & Clickfraud 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. Moderator: Andrew Goodman, Principal, Page Zero Media Inc. Speakers: Ben Hayes, Account Manager, Webdiversity Jon Myers, Director of Search Performance, Latitude Peter Roche, Director of Search Marketing, 85four Ltd
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.
Fundamentals Track Link Strategies 2005 Effective linking is crucial, but linking strategies that once worked may not be the way to go in 2005. This session will explore issues such as whether you should buy or sell links, how far is too far in optimizing your internal link structure, and if you operate a network of sites, can natural interlinking be perceived as link spam. Moderator: Chris Sherman, Associate Editor, SearchEngineWatch.com Speakers: Mike Grehan, CEO, Smart Interactive Greg Jarboe, President and Co-Founder, SEO-PR Ken McGaffin, Internet Marketing Consultant, LinkingMatters
Targeting Europe Track Search Marketing Scandinavia: New Developments Scandinavian search marketers face a dual challenge of optimizing web sites and creating paid search campaigns that work effectively both at home and abroad. This session features Scandinavian search marketing experts offering the latest news and developments that can give Nordic search marketers a competitive edge.
Moderator: Mikkel deMib Svendsen, CTO, RedZoneGlobal Speakers: Magnus Hugemark, Technical Director, Relevant Traffic Sweden Jan Rencke, CEO & Founder, Destination Stockholm Stefan Waldeck, Marketing Manager, Overture Nordics
Advanced Advertising Track Ad Management Case Studies 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 features real life examples of how companies are making the job easier by employing ad or bid management tools. Each case study involves an up-close look at a particular tool that's been employed. The session aims to educate you generally about the capabilities that such tools provide, such as closing bid "gaps" and measuring return on investment (ROI). Moderator: Julian Smith, Analyst, JupiterResearch Speakers: Laila Dahlen, Scandinavian Regional Manager, Kelkoo Michael Sack, Executive Vice President & Chief Technology Officer, Inceptor Ed Stevenson, Search Director, RealMedia UK
4:15pm - 4:30pm
Session Interval
4:30pm - 5:45pm
Attendees may choose to attend one of the three sessions offered during this time.
Fundamentals Track Creating Compelling Ads & Landing Pages 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. Assuming you do get the right audience, the landing pages you display are an essential component to help you convert browsers into buyers. This session looks at ways to get the right clicks and convert them. NOTE: The session is designed for those who are already familiar with how paid placement works. Moderator: Chris Sherman, Associate Editor, SearchEngineWatch.com Speakers: Christine Churchill, President, KeyRelevance Andrew Goodman, Principal, Page Zero Media Inc. Anders Hjorth, President, Relevant Traffic France SAS
Targeting Europe Track European Search Marketing Case Studies This session wraps up the conference with real-life examples firms that have deployed successful search marketing campaigns throughout Europe and Scandinavia. Moderator: Julian Smith, Analyst, JupiterResearch Speakers: Kalle Heinonen, Research Director, Aboavista Stéphane Perino, Founder & CEO, Agence Virtuelle SA Ásmundur Sćvarsson, Iceland Air
For more information regarding exhibit space or sponsorship opportunities contact our Sales Department by completing this form or call Frank Fazio at 203–295–0052.
For registration help or information, please email our Registration Department at registration@incisivemedia.com or call 203–295–0050.
