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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.
Speaker:
Danny Sullivan, Editor, SearchEngineWatch.com

Advanced Issues Track
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:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Gavin Appel, VP Search, Hitwise
Cam Balzer, Director of Search Strategy, Performics, Inc.
Allan Dick, General Manager, Vintage Tub & Bath
David Williams, Chief Strategist and Co-Founder, 360i

Special Topics Track
What Makes a Professional SEM?
Until recently, no one decided they wanted to grow up and be a search marketer. Instead, the search marketing industry developed as people came into it from other fields. Many found themselves going from employee or freelancer to business owner. The challenge of getting search listings may even have seemed easy compared to new challenges of running a small business in a red hot new industry. In this session, a look at how to transition to being a "professional" search marketer. What do clients look for? What should you look for? What makes SEM a profession?
Moderator:
Anne Kennedy, Managing Partner, Beyond Ink
Speakers:
Jessie Stricchiola, Founder, Alchemist Media Inc.
Dan Perry, Senior Manager, Web Traffic, Career Education Corporation

Track
Search Forecast and Outlook: Profiting from Growth through 2009
Paid search will continue to grow faster than any other sector of online advertising, increasing from $2.6 billion in 2004 to $5.5 billion in 2009. What is driving this growth? Where are the greatest opportunities for marketers, publishers and search engines? How can marketers thrive as rising prices depress ROI? This session will present the JupiterResearch forecast of search marketing spending, highlight strategies for dealing with the rising price of keywords and explain the central role of vertical search in driving future growth.
Moderator:
Niki Scevak, Analyst, JupiterResearch
Speakers:
Patti Freeman Evans, Retail Analyst, JupiterResearch
Diane Clarkson, Travel Analyst, JupiterResearch

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:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Christine Churchill, President, KeyRelevance
John Slade, Director, Product Management, Overture
Dan Thies, President, SEO Research Labs

Advanced Issues Track
The Search Landscape
What's the most popular search engine? The most used search engine? What vertical areas of search are growing? Are people using search toolbars more or less? Representatives from major ratings and traffic analysis services share stats and info on topics such as these, in this session.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Ken Cassar, Director of Strategic Analysis, NetRatings, Inc.
James Lamberti, Vice President, Search Solutions, comScore Networks
Bill Tancer, VP Research, Hitwise

Special Topics Track
Hiring An SEM Firm
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
Speakers:
Scott Anderson, Oils by Nature
Ethan Giffin, Product Manager, Allegis Group, Inc.
Dana Katz, Product Marketing Manager, Audible.com
Ani Kortikar, Founder and CEO, Netramind

Track
Applying the Lessons of Search to Other Direct Marketing Initiatives
Efficiency gains in search marketing campaigns are increasingly difficult to come by. According to a JupiterResearch executive survey, increased competition and the rising price of keywords are the top two concerns of marketers. How can the lessons of search marketing be applied to other online media to improve ROI? How can sophisticated marketers leverage search's operational infrastructure to optimize other direct marketing initiatives such as affiliates, email and direct-response banner advertising? Discover practical frameworks and best practices for evaluating and optimizing online direct marketing campaigns.
Moderator:
Niki Scevak, Analyst, JupiterResearch
Speakers:
David Daniels, Research Director, JupiterResearch
Gary Stein, Senior Analyst, JupiterResearch

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 on Day 2.
Speaker:
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Advanced Issues Track
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? How do searchers react when they fail to find what they are looking for. New research provides answer to these and other questions -- along with tips and tactics for search marketers to consider.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Cam Balzer, Director of Search Strategy, Performics, Inc.
Dr. Bonny Brown, Director of Research and Public Services, Keynote Systems
Gord Hotchkiss, President and CEO, Enquiro

Track
Selecting the Right SEM Firm for Large Marketers
Search marketing companies now control the majority of spending on search engines and their role continues to grow. How are large companies and sophisticated marketers are using SEM firms and how satisfied are they with these agencies? Who are the leaders that stand out for companies needing to have thousands of keyword buys placed or pages managed. Find out based on Jupiter's research of large marketers on when to bring in an agency, how to select the most suitable one and how to structure an SEM relationship.
Moderator:
Gary Stein, Senior Analyst, JupiterResearch
Speakers:
Jared Blank, Senior Director of E-commerce Marketing, Tommy Hilfiger
Ethan Giffin, Product Manager, Allegis Group
Emily Schubert, Director of Merchandising & Marketing Operations, Travelocity

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:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Dan Boberg, Director, Strategic Alliances, Overture
Chris Churchill, President, Fathom Online
Dana Todd, Founding Partner, SiteLab International, Inc.
Emily White, Senior Manager AdWords, Google

Advanced Issues Track
Search Algorithm Research & Developments
Block-level link analysis? Temporal link analysis? Term vector theory? Weighted Links Rank? Hilltop? Authorities and hubs? Keywords Co-Occurrence? C-indices? EF-ratios? If you've heard about papers on improving search covering topics like these or others, this session will be of interest. In it, we look at some of the new or popularly-discussed research published and how techniques described might be put into practice.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Dr. E. Garcia, Mi Islita.com
Mike Grehan, CEO, Smart Interactive
Rahul Lahiri, VP of Product Manangement, Search Technology, Ask Jeeves

Track
Blogs, Boards, and Posts: Capturing Consumer Buzz Online
A new category of software tools has emerged that use search engine technology to find and organize consumer-posted thoughts and opinions. Monitoring consumer feedback sources such as blogs and message boards is becoming an important task for marketers. Not only does it reveal what is being said about their brand, but it allows them to use that insight to drive new campaigns and even new products. This session will help marketers understand how to use these tools to better integrate consumer opinions into marketing and advertising plans.
Moderator:
Gary Stein, Senior Analyst, JupiterResearch
Speakers:
Jonathan Carson, President and CEO, BuzzMetrics
Mark Fletcher, Vice President and General Manager, BlogLines at Ask Jeeves
Mike Nazzaro, CEO, Intelliseek
Steve Rubel, Vice President Client Services, CooperKatz