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Search Marketing Tactics Track
Understanding & Influencing Searcher Behavior
How do searchers interact with search engines? What parts of the search results page do they see as most relevant? What draws clicks? New research provides answer to these and other questions, for both searchers in general and European searchers in particular -- along with tips and tactics for search marketers to consider.
Moderator:
Francesco de Francesco, HTML.it
Speakers:
Mauro Lupi, President, Ad Maiora
Cesarino Morellato, President, Popularity
Gaia Simonato, COO, Sems
Daniele Sommavilla, Regional Director Southern Europe, Nielsen//NetRatings

Forums & Issues Track
My SEM Toolbox
Several search marketers share a variety of tools and services they find useful in performing SEO and SEM.
Moderator:
Luca Conti, Motoricerca.net
Speakers:
Paola Albanese, Senior SEM Consultant, DMC FullSix
Paolo Mezzina, Presidente, Slash
Nicola Tanzini, President & CEO, Intarget.net
Giorgio Taverniti, Giorgiotave.it

Search Marketing Tactics 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.
Moderator:
Fabiano Lazzarini, Ediforum
Speakers:
Federico Calore, Search Engine Marketing Specialist, WMR Studio Cappello
Francesco de Francesco, HTML.it
Cesarino Morellato, President, Popularity
Fabio Racchini, Presidente, E3

Forums & Issues Track
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:
Mauro Lupi, President, Ad Maiora
Speakers:
Alessandro Bonzi, Director Products Processes and Planning, Yahoo! Search Marketing Europe
Salvatore Cariello, SEO Specialist, DMC Fullsix
Marco Loguercio, CEO, Sems
Fabio Lopiano, Software Engineer, Google
Giorgio Taverniti, Giorgiotave.it

Search Marketing Tactics Track
Link Strategies
Effective linking is crucial, but linking strategies that once worked may not be the way to go. 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:
Francesco de Francesco, HTML.it
Speakers:
Paolo Drovandi, Direttore SEO, E3
Davide Galastri, Responsabile SEM, DADA
Piersante Paneghel, SEO Specialist, TSW

Forums & Issues 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:
Mauro Lupi, President, Ad Maiora
Speakers:
Luca Ascani, Presidente, Advance
Gianluca Carrera, VP Commercial & Strategy Europe, Yahoo! Search Marketing
Paolo Cellini, Head of Internet Division, Seat Pagine Gialle
Marco Fontebasso, Biquadra

Search Marketing Tactics Track
Dynamic Web Sites & Server Issues
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. In addition, this session looks at server-specific issues like switching domain names, the best way to handle redirection, etc.
Moderator:
Cesarino Morellato, President, Popularity
Speakers:
Enrico Altavilla, SEO Specialist, Sems
Simone Carletti, SEO Specialist & Application Developer, Ad Maiora
Alessio Semoli, Responsabile SEO, Intarget.net

Forums & Issues Track
Measuring Search Marketing 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. Last part of session offers Q&A; with measuring tool vendors.
Moderator:
Francesco de Francesco, HTML.it
Speakers:
Tracie Caroopen, Country Manager, WebTrends
Luca Di Cesare, Sales Director Italy, DoubleClick International
Pierre Lebeau, Sales Product Specialist, EU, Google
Marco Loguercio, CEO, Sems

Search Marketing Tactics 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 Italy and Europe.
Moderator:
Fabiano Lazzarini, Ediforum
Speakers:
Silvio Camilli, Media Planner Supervisor, ADVance
Emiliano Cappai, e-Partner Manager, Ad Maiora
Marco Fontebasso, Biquadra
Q&A; Panelist:
Daniela Viero, Direttrice marketing, Genialloyd

Forums & Issues Track
Reputation Monitoring & Management
Good news! When someone searches for your company by name, you'll probably be listed in the top results. But you won't be alone. And the bad news is, some of those other listings may be negative about your company or service. Knowing what your reputation is crucial when millions rely on the opinions of search engines each day. In this session, how to stay on top of what people are saying about you on the web via search. It also covers how you can influence paid and unpaid listings to ensure the right message about your company is getting out, especially if others are employing them to hurt your image.
Moderator:
Francesco de Francesco, HTML.it
Speakers:
Mauro Lupi, President, Ad Maiora
Nereo Sciutto, President, Webranking.it
Lucia Vellandi, Research Department Director, TSW