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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:
Detlev Johnson, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Barbara C. Coll, CEO, WebMama.com Inc
Jonathan Glick, Senior Manager, Yahoo! Search
Craig Nevill-Manning, Senior Research Scientist, Google
Derrick Wheeler, VP Search Engine Marketing, Marketleap

Competitive Research
Search engines can tell you a lot about your competition, if you know what to look for. Learn how to use search engines to profile your competition, helping you understand what links to gain, ad prices to pay, content to offer and customers to seek.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Cam Balzer, Director of Search Strategy, Performics, Inc.
Allan Dick, General Manager, Vintage Tub & Bath
Bill Tancer, VP Research, Hitwise
David Williams, Chief Strategist and Co-Founder, 360i

Outsourcing SEM
Looking to outsource your search engine marketing needs? This session examines the types of services that search engine marketing firms offer, pricing models, ways to locate firms and tips on making an informed decision on selecting an agency.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Nate Elliott, Associate Analyst, Jupiter Research
Josh Greene, Director, E-marketing, Road Runner Cable
Daniel Perry, Search Engine Specialist, Career Education Corporation
Frank V Russo, Publisher, Verdex

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:
Elisabeth Osmeloski, SEM Consultant
Panelists:
Greg Boser, President, WebGuerrilla LLC
Debra Mastaler, Owner, Alliance-Link.com
Eric Ward, CEO, EricWard.com

Converting Visitors Into Buyers
Getting visitors to your web site is only half the battle. To be victorious, you need them to convert into customers by making purchases, signing up for services or fulfilling whatever are your goals. Learn about making this conversion.
Moderator:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Joe Chin, President, Decidia Inc.
Bryan Eisenberg, Chief Information Officer, Future Now Inc.
Michael Sack, SVP and Chief Product Officer, Inceptor, Inc

Leggo My Trademark: A Search Engine Legal Update
With Google suing American Blind & Wallpaper (and vice versa), SEMs have been left wondering what's right and what's wrong when it comes to the use of trademarks in search marketing. Our panel of experts will tackle this thorny issue by examining the nature of trademark protection with search listings, the impact of broad matching on trademark issues, keyword blocking policies, affiliate and licensed reseller recourse in the face of blocking or ad relevancy claims, fair use loopholes like comparative advertising and international legal nuances. Q&A; follows the panel discussion to allow attendees to explore these or other SEM-related legal issues in greater detail.
Moderator:
Jeffrey K. Rohrs, Director of Account Management, Optiem
Panelists:
Dr. Felix Hofer, Hofer Lösch Torricelli and member of Global Advertising Lawyers Alliance (GALA)
David A. Rammelt, Partner, Kelley Drye & Warren LLP
Catherine Seda, President, Seda Communication
Deborah A. Wilcox, Partner, Baker & Hostetler LLP
Douglas Wood, Partner, Reed Smith Hall Dickler LLP, Author, "Please Be Advised: The Legal Reference Guide for Advertising Executives" and founder and U.S. member of the Global Advertising Lawyers Alliance (GALA)

Doing It In House Forum
Performing search engine marketing work in house? This session explores issues unique to you, such as winning cooperation between your organization's marketing and technical departments. 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:
Bill Hunt, Search Effectiveness Team Lead, ibm.com, Sales & Distribution
Tamir Lipton, E-Commerce Manager, Meredith Corporation
Marshall D. Simmonds, Director of Search, Primedia

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 twice on Day 3 and once on Day 4. Attend whatever session is most convenient!
Panelists:
James Gunn, Sr., Campaign Director, Intrapromote
Jennifer Laycock, Web Search Guide, About.com & Internet Marketing Specialist, Market Fundamentals
Chris Logan, Owner, Beyond Web Services

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:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Bryan Eisenberg, Chief Information Officer, Future Now Inc.
Laura Thieme, President and Founder, Bizresearch
Q&A; Speakers:
Jeff Cram, Web Marketing Manager, NetIQ Corporation
Brett Crosby, VP Business Development and Marketing, Urchin Software Corporation
John Marshall, CEO, ClickTracks.com
Rand Schulman, Chief Marketing Officer, WebSideStory

Future of SEM
What does 2004 and beyond hold in the constantly changing world of search engine marketing. Our panel looks into their crystal balls to provide some guidance.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Andrew Goodman, Principal, Page Zero Media Inc.
Fredrick Marckini, CEO and Founder, iProspect
Cheryle Pingel, Chairman & Co-Founder, Range Online Media
Michael Sack, SVP and Chief Product Officer, Inceptor, Inc
Jill Whalen, Owner, HighRankings.com

Search Engines & Affiliates
Affiliates can be a love 'em or hate 'em situation for search engine marketers. Affiliates can send plenty of traffic to your web site, but they can also drive up the cost to purchase terms if you decide to maintain your own direct sales channel. This session aims to help you strike a working relationship with your affiliates -- and the search engines themselves -- that everyone can live with.
Moderator:
Gary Stein, Senior Analyst, Jupiter Research
Speakers:
Jamie Crouthamel, President & CEO, Performics
Todd Friesen, Owner/Founder, Oilman Promotions
Jeff Pullen, President & CEO, Commission Junction
Catherine Seda, President, Seda Communication

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 twice on Day 3 and once on Day 4. Attend whatever session is most convenient!
Panelists:
Jake Baillie, VP Search Engine Marketing, Priva
Christine Churchill, President, KeyRelevance
Anthony Muller, Director of Natural Search Operations, Range Online Media