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Buying Search Engine Advertising
Paid placement is a form of search engine advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what's available, with details on programs from major providers and advice from those experienced with paid listings.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelists:
David Fischer, AdWords Manager, Google
Dana Todd, Founding Partner, SiteLab International, Inc.
Craig Wax, Senior Director, Advertiser Marketing, Overture
David Williams, Chief Strategist, 360i

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:
Detlev Johnson, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc.
Panelists:
Bryan Eisenberg, Chief Information Officer, Future Now Inc.
Laura Thieme, President & Founder, Bizresearch Inc.

Doing It In House Forum
Performing search engine optimization or marketing work in house? This session explores issues unique to you. It also addresses what to do if you decide ultimately to outsource. 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
Panelists:
Cam Balzer, Manager of Online Marketing, ConsumerGuide.com
Anthony Muller, President, Web Mercs Inc
Karen Pederson, Maryhurst University
Marshall D. Simmonds, Director of Search, Primedia

Link Building
Discover how search engines are relying more on link analysis to rank web pages and how to increase traffic to your site by building quality links in an appropriate manner.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelists:
Barbara Coll, SEMPO acting chair and CEO, WebMama.com Inc.
Eric Ward, CEO, EricWard.com

Measuring Tool Vendors
Representatives from major web site traffic measuring services share tips on monitoring your site's performance, with ample time for the audience to ask questions about particular measuring services. Ideally suited for those who previously attended the "Measuring Success" session.
Moderator:
Detlev Johnson, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc.
Panelists:
Jeff Cram, Web Marketing Manager, NetIQ Corporation
Decker Marquis, Sane
John Marshall, CEO, ClickTracks.com
Michael Sack, SVP and Chief Product Officer, Inceptor Inc.
Eric Winter, Director of Internet Marketing, ConversionRuler.com

Campaign Case Studies
Come hear "real life" examples of how companies have marketed themselves via search engines. Presentations cover both improving traffic from "organic" editorial listings and through paid listing campaigns. Learn what worked for them and make it work for you!
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Panelists:
Will Aubuchon, Aubuchon Hardware
Jason Fischel, Vice President, Partnerships & Promotions, CNET
Brian Kaminski, Client Services Manager, iProspect
Derrick Wheeler, VP Search Engine Marketing, Marketleap

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 editorial 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 "beginners" to have previously attended the "Search Engine Friendly Design" session.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Panelists:
Michael Albers, Web Search Product Manager, Inktomi
Barbara Coll, SEMPO acting chair and CEO, WebMama.com Inc.
Daniel Dulitz, Software Engineer, Google
Noel McMichael, President, Marketleap

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:
Detlev Johnson, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc.
Panelists:
Michael Sack, SVP and Chief Product Officer, Inceptor, Inc.
Nick Usborne, Consultant, www.nickusborne.com and Moderator, I-Copywriting

Search Engine Marketing & Ad Agencies
Many search engines that sell paid listings, as well as third-party search engine marketing firms, feel that ad agencies have yet to fully tap into one of the best ways to gain qualified traffic. This session explore the issue, from a variety of perspectives.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelists:
Matt Bailey, Web Marketing Director, The Karcher Group
Dan Boberg, Director, Strategic AlliancesOverture
Chris Churchill, President, Fathom Online
Carolyn Griffin, Director of Search Engine Marketing, Carat Interactive
Bill Hunt, Global Strategies
Dana Todd, Founding Partner, SiteLab International, Inc.

Meet The Crawlers
Representatives from major crawler-based search engines will discuss their services and take questions from attendees.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Panelists:
Daniel Dulitz, Software Engineer, Google
Paul Gardi, Executive Vide President of Search, Ask Jeeves, and the General Manager, Teoma
Steve Gemignani, Vice President of Search, LookSmart/WiseNut
Jonathan Glick, Director of Internet Search Services, AltaVista
Vish Makhijani, Vice President & General Manager, Web Search, Inktomi Corporation
Tim Mayer, Vice President, Web Search, FAST

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.
Moderator:
Detlev Johnson, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc.
Panelists:
Chris Churchill, Director of Web Development, NetMechanic
Craig Fifield, Submit It

Search Engines & Branding
Search engines are recognized as one of the best ways to generate qualified leads online. However, what about branding aspects? Can search engines also build brands in the offline world? Should search engine marketing be considered as part of a brand-building campaign? Can affiliate programs "hurt" your brand by diluting your presence in search engines? A look at these and other branding issues.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelists:
Chris Churchill, President, Fathom Online
Chris Copeland, Partner, Managing Director, Outrider Search Marketing
Catherine Seda, President, Seda Communication
Craig Wax, Senior Director, Advertiser Marketing, Overture