Attendees may choose to attend one of the two sessions offered during this time.
Fundamentals Track 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. Moderator: Olivier Andrieu, Consultant, Réseau Abondance Speakers: David Degrelle, Membre du bureau, SEMPO, Président-Fondateur de 1ère Position Marie-Estelle Carrasco, Research Director, Médiamétrie//NetRatings Michael Froment, Directeur Grands Comptes, XiTi Mathilde Jehan, Responsable Marketing de Médiamétrie-eStat
Advanced Track Search Marketing Legal Issues Can you use a competitors trademark in your own search advertising? Or what if a competitor has an ad running on your trademarked brand name. Should you engage professional legal help or are there other options? How about someone who's copied your web site? Are there ways to get the site out of the search engines? And how to fight back, if accused? An exploration of these and other legal issues will be discussed. Moderator: Ludovic Nachury, Chef de service actualités, 01Net Speakers: Murielle-Isabelle Cahen, Avocat à la Cour d'appel de Paris Cyril Fabre, Avocat à la Cour, Alexen Avocats Yoram Elkaim, Directeur juridique, Google
10:30am - 11:00am
Morning Coffee Break
11:00am - 12:00pm
Attendees may choose to attend one of the two sessions offered during this time.
Fundamentals Track 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 later on Day 1. Moderator: Olivier Andrieu, Consultant, Réseau Abondance Speakers: Cyril Torland, Consultant, PrimoConcept Thomas Bertrand, Consultant, Docteur Référencement
Attendees may choose to attend one of the two sessions offered during this time.
Fundamentals Track 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 in this session that is especially geared toward beginners, with details on programs from major providers and advice from advertisers. Moderator: Christophe Dutheil, Journaliste free-lance Speakers: Sébastien Badault, Vertical Market Manager, Google France Bertrand Jonquois, Directeur Exécutif, Overture France Olivier Raussin, Directeur De La Publicite, MSN France
Advanced Track Paid Inclusion and Trusted Feeds Why would anyone pay to be included in a search engine's listings without a guarantee of ranking well for particular terms? Done right, the more representation a site has in a search engine, the more likely it is to "naturally" rank well for a variety of targeted terms. That can mean highly-qualified traffic at a price less than obtained through paid placement programs. An overview of paid inclusion, with a detailed look at
programs offered. Moderator: Jerome Bouteiller, Directeur, NetEco.com Speakers: Emmanuel Raffara, Responsable du Business Développement, France Telecom Gilles Bourdin, Chief Operating Officer, NetBooster Andrew Buckman, European Product Director, Overture Pascal Gayat, Head of Business Development, Europe, Position Technologies Sylvain Bellaïche, Fondateur et CEO, Referencement.com
2:30pm - 3:00pm
Afternoon Break
3:00pm - 4:15pm
Attendees may choose to attend one of the two sessions offered during this time.
Fundamentals Track Search Term Research & Targeting 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 succeeding with your search engine marketing efforts, whether that be via free or paid listings. Toward the end of the session, volunteers from the audience will have their sites reviewed for search term research issues, if time allows. Moderator: Frédéric Ploton, Scribeo Speakers: David Eichholtzer, Responsable de l'activité Référencement, Activis France Stéphane Fournis, Directeur marketing, MIVA Média France Fabrice Mégange, Country Manager, Mirago Plc, France
Advanced 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: Jérôme Charron, Créateur de Motrech/Frutch Speakers: Laurent Patureau, Chef d'entreprise, Expert mesure et analyse d'audience, Wysistat Cyril Torland, Consultant, PrimoConcept Michael Froment, Directeur Grands Comptes, XiTi Drew Graham, European Director, Marketing and Business Development, Yahoo! Commerce/Kelkoo
4:15pm - 4:30pm
Session Interval
4:30pm - 5:45pm
Attendees may choose to attend one of the two sessions offered during this time.
Fundamentals Track 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, as time allows It's highly recommended for those new to search engine marketing to have previously attended the "Search Engine Friendly Design" session earlier on Day 1. Moderator: Thierry Crouzet, Editor, Bonweb.com Speakers: Sébastien Langlois, Director, @aposition François Vogel, Marketing et Etudes, France Télévisions Interactive Frédéric de Francqueville, Directeur technique référencement, Takezo Developpement Henrick Kac, Head of Sales, Seekport David Degrelle, Membre du bureau, SEMPO, Président-Fondateur de 1ère Position
Advanced Track Perfecting Paid Listings Paid placement ad programs make it easy to rank well in search engines, but managing hundreds of listings by hand can be a time-consuming and expensive process. This session covers tools that help you close bid "gaps" and measure return on investment (ROI) from your paid listings. It also covers reasons to test different creative, to consider your "landing" pages carefully and other tips. NOTE: The session is designed for those who are already familiar with how paid placement works. Moderator: Emmanuel Fraysse, Responsable marketing, Achatpublic.com Speakers: Anders Hjorth, Président, Relevant Traffic France SAS Harald R. Fortmann, Directeur Général, 24/7 Real Media Allemagne-Autriche & Directeur 24/7 Search, Europe Benjamin Gibson, Account Director France, The Search Works César Henao, Directeur Général Associé et CTO, Referencement.com
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