Back To Basics
An introduction to search engine marketing, covering the basics of obtaining traffic from crawler-based, human-powered and paid listings search engines. A must-attend session for beginners.
Danny Sullivan, Editor, SearchEngineWatch.com

Tips & Tools Forum
A panel of search engine marketing experts share tips, techniques and tools related to search engine positioning, with ample time for Q&A; and audience participation in sharing knowledge. Intended for those with some experience already with search engine promotion.
Moderator:
Detlev Johnson, ascendant-group.com

Panelists:
Roger Balmer, CEO, WebSite Clinic GmbH
Bill Hunt, Partner, Senior Strategist, Outrider
Stefan Karzauninkat, Die Suchfibel
Ralph Tegtmeier, Co-Founder and Principal, Fantomaster.com

Designing Search Engine Friendly Sites
How to build a web site from the ground up that pleases both search engines and your visitors. Discover how "search engine friendly" design can tap into traffic naturally. 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.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelist:
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

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 explore ways to measure success and what statistics you should really care about.
Moderator:
Detlev Johnson, ascendant-group.com
Panelists:
Robert Biermann, Webeffekt AG
Bill Hunt, Partner, Senior Strategist, Outrider

Successful Site Architecture
How do specific factors such as JavaScript, Flash, Cascading Style Sheets, Server-Side Includes (SSIs), frames, H1 tags, image ALT text, file names, directory structure, linking, dynamic content, password protection, secure web servers and more impact your site in search engines? This session explores such factors, explaining what to avoid and what to do.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelist:
Klaus Patzwald, Editor, @-web
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Buying Paid Listings
Paid placement means that you can have 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. NOTE: Session repeats on Day 2 at 9:00am..
Moderator:
Detlev Johnson, ascendant-group.com
Panelists:
Jonathan Bunis, COO, Espotting
Manfred Klaus, Overture
Thomas Korte, Google
Christian Vollmert, Managing Partner, luna-park GmbH

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.
Moderator:
Detlev Johnson, ascendant-group.com
Panelists:
Stefan Fischerlander, Suchmaschinen-Tricks
Klaus Patzwald, Editor, @-web

Dynamic Web Sites
Web pages 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.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelists:
Mikkel deMib Svendsen, CTO, RedZoneGlobal Denmark
David Turner, Director of European Operations, Position Tech

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.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelists:
Roger Balmer, CEO, WebSite Clinic GmbH
Heather Lloyd Martin, President, SuccessWorks
Jill Whalen, Owner, HighRankings.com

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, ascendant-group.com
Panelists:
Stefan Karzauninkat, Editor, Die Suchfibel
Michel Machon, Production Manager, NetBooster