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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:
Barbara C. Coll, CEO, WebMama.com Inc

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:
Matthew Bailey, Web Marketing Director, The Karcher Group
Anne Kennedy, Managing Partner, Beyond Ink
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

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:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speaker:
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

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:
Nate Elliott, Associate Analyst, Jupiter Research
Speakers:
Dan Boberg, Director, Strategic Alliances, Overture
Kevin Lee, CEO, Did It
Wendy Muller, Head of Canada Sales and Operations, Google
Dana Todd, Founding Partner, SiteLab International, Inc.

Search Term Research
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:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Andy Beal, VP Search Marketing, KeywordRanking.com and WebSourced, Inc
Christine Churchill, President, KeyRelevance
Patrick Hopf, Vice President, Mamma.com

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:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Patricia Brusha, Director, Distribution Management, Newcastlehotels.com
Mike Moran, Manager of Site Architecture and Design, IBM
Dan Perry, Search Engine Specialist, Career Education Corporation
Marshall D. Simmonds, Director of Search, Primedia

Optimizing Flash & Non-HTML Content
Crawler-based search engines are primarily designed to index HTML text. Because of this, content built with Macromedia Flash may be difficult or impossible for crawlers to read. Multimedia and other non-HTML files pose other indexing challenges. Discover how crawlers interact with non-HTML content, along with workarounds and optimization tips.
Moderator:
Nate Elliott, Associate Analyst, Jupiter Research
Speakers:
Karen Howe, General Manager, Singingfish, AOL
Gregory Markel, Founder/President, Infuse Creative
Tim Mayer, Director of Product Management, Yahoo! Search
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

PPC & ROI Management Tools
Managing a search marketing campaign takes time, patience, and increasingly, powerful tools. This panel looks at pay-per-click management services and web site traffic measuring services, with panelists sharing top tips on getting more out of your search marketing campaigns. There is also ample time for the audience to ask questions about particular tools and services.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Grant Crowell, founder and CEO, Grantastic Designs, Inc.
Michael Sack, SVP and Chief Product Officer, Inceptor, Inc
Laura Thieme, President and Founder, Bizresearch

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:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Karon Thackston, Owner, MarketingWords
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:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Gordon Hotchkiss, President & CEO, Enquiro Search Solutions Inc.
Greg Jarboe, President and co-founder, SEO-PR
Jessie Stricchiola, Founder, Alchemist Media Inc.