The Premier Event for Search Engine Marketing & Optimization
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 March 26 - 27, 2003 • Dockside, Cockle Bay • Sydney, Australia

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Conference Hours:
March 26: 8am - 5:30pm
March 27: 8am - 5:30pm

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Search Engine Watch

Agenda* - Thursday, March 27
8:00am Registration Opens
8:30am - 8:45am Opening Remarks
Michael Walsh, Jupiter Research
8:45am - 9:45am

Keynote Presentation - Search Engine Marketing: Targeted and Relevant Advertising
Key-word marketing has resonated with advertisers in Australia from its inception early last year, as marketers prioritise more direct forms of advertising and the backbone of online usage – search – proffers advertising opportunities. In this keynote speech, Evan will discuss the importance of the intent and utility of online users and how advertisers are now able to interact and communicate with this audience through search engines. Furthermore, we will re-iterate the importance of user satisfaction and the dangers the industry faces in terms of maintaining this.
Evan Thornley, Founder and Chairman, Looksmart Ltd

9:45am - 10:30am

The Power of Relevance
Relevance is fundamental to all three stakeholders in the search marketing value chain - the providers, the advertisers and the user. Without relevance is without value. How can marketers complement a user's intent? What forms of advertising copy and offerings work best?

Kevin will also talk about Altavista's editorial process, and the principles on which it was built, as well as some of the global lessons in search marketing.
Kevin Eyres, General Manager, Altavista International

10:30am - 11:15am

Directional Marketing: Reaching and Influencing 'Live' Buyers
Search, like directories advertising, can be a powerful 'directional marketing' medium. It provides the ability to reach, engage and influence buyers at their point of decision. In this presentation, Sensis, the producer of the Yellow Pages® and White Pages® directories, will discuss the process of directional marketing and how search, directories and other media can be used to drive buyer decisions your way.
Greg Ellis, General Manager, Strategy and online Business, Sensis

11:15am - 11:30am Morning Tea
11:30am - 12:15pm

Understanding Online Consumer Behaviour
The ways online consumers use search has changed markedly over the past 5 years, with an increasing focus on commerce and the use of search to help support decision making. Leanne will discuss the ways Yahoo has measured consumer behaviour and intent, how this has changed over the years and how marketers can learn from the ways Australian consumers use search on the web.
Leanne Sheraton, Director of Marketing, Yahoo Australia & New Zealand

12:15pm - 1:00pm Client Case Study:
The Internet has transformed the way consumers research and purchase accommodation and other travel services, in both international and domestic destinations. In this session Tim will explain how effective search marketing has been versus other campaigns has run in print, outdoor and Television. HotelClub is a pure online business and is the largest travel site outside the airlines, operating from Australia.
Tim Etheridge, Director of Marketing,
1:00pm - 2:15pm Lunch
2:15pm - 3:00pm

The Importance of Great Copywriting
David Ogilvy, the founder of advertising giant Ogilvy & Maher, once said that “What really decides consumers to buy or not to buy is the content of your advertising, not its form.

The simplicity of the creative for search engine marketing, and absence of graphics requires crisp and articulate copywriting. In this session we explore what makes good advertising copy and how to succinctly communicate your product messages.
Dylan DeSantis, CEO, Nexgeneration Productions Inc.
Rachel McAlpine, writer and Web copy consultant, New Zealand
Darryl Nelson, Online content editor and writer,

3:00pm - 3:45pm

The Role of SEOs and Web Developers in Search Engine Marketing
Search engine optimisation (SEO) firms and web developers are often instrumental in the structuring and optimisation of online content. The potential for this relationship to be extended into the management of paid listings and paid inclusion is vast. Yet the limited scale of the industry has thus far meant that agency structures are problematic. What are the appropriate models for search providers to work with SEOs?
Foad Fadaghi, Jupitermedia
Gavin Appel, General Manager, Sinewave Interactive
Peter Bray, Managing Director, Clear Blue Day
Kevin Eyres, General Manager, Altavista International

3:45pm - 4:00pm Afternoon Tea
4:00pm - 4:45pm

Site Centric Search
A recent study reveals that a majority of online stores have ineffective search engines, leaving customers frustrated and leading them into the arms of competitors. This session will look at strategies to make use of the same search technologies (as public search engines) on your web site, to more effectively direct users to the information they are after.
Foad Fadaghi, Managing Editor, Jupitermedia Australia
Phill Bertolus, Technical Director, Web Wombat
Rahmon Coupe, CEO, YourAmigo
Mark Dowling, MD, First Hit
Steve Gibson, Verity Australia

4:45pm - 5:30pm

Content Structuring and Site Design
The relationship between the search engines and dynamically generated content sites has long been problematic. Some have dubbed the inability of search engines to index some of these sites, the “hidden web”.

What measures do firms need to take to ensure the entire array of their web site content is indexable by search engines?
Rahmon Coupe, CEO, YourAmigo
Chris Dimmock, Safecom/MRM Group

* This agenda subject to change

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 or call 203–295–0050.

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