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Fundamentals Track
Dynamic Web Sites
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.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Jake Baillie, Product Manager, TrueLocal
Mikkel deMib Svendsen, CTO, RedZoneGlobal
Laura Thieme, President and Founder, Bizresearch

Advertising Track
Perfecting Paid Listings
In this session, a look at a variety of tips and technique you can use to get more out of your paid listing campaigns. Learn how to improve a little more each day. Note that sessions specifically about the topics of writing ad copy, creating targeted landing pages and broad matching are covered within the Advertising Track later this day. The Ad Management Tactics track also covers that topic on Day 4. This session will address other tips and techniques beyond these areas.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Tim Ash, President, Epic Sky
Matt Van Wagner, President, Find Me Faster
Frank Watson, Head Search Marketing, FXCM

Organic & Retailer Track
What Is Spam?
Those who take extreme measures to rank well on search engines are likely to be labeled spammers. How much is too much? There are some clear no-nos, but it's mainly an issue of intent and proportion. This session explores the issue.
Moderator:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Greg Boser, President, WebGuerrilla LLC
Matt Cutts, Software Engineer, Google
Tim Mayer, Director of Product Management, Yahoo!
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Vertical Track
Public Relations Via Search Engines
Many people rely on news search engines for information. Understanding how these operate is as vital to a PR campaign as understanding how to contact "real-world" reporters. In addition, how can you 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:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speaker:
Nan Dawkins, Partner, RedBoots Consulting
Greg Jarboe, President and Co-Founder, SEO-PR
Rob Key, President & CEO, Converseon

Fundamentals Track
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. Toward the end of the session, volunteers from the audience will have their sites reviewed to see how copy could be better crafted to please search engine ranking algorithms as well as human visitors, as time allows.
Moderator:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Heather Lloyd-Martin, Director of Search Strategies, WebSourced, Inc.
Jill Whalen, Owner, HighRankings.com

Advertising Track
Pay Per Call Ads
Pay-per-call advertising has arrived within search. In this session, a look at how it works and tips if you're considering this alternative.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Marc Barach, Chief Marketing Officer, Ingenio
Brendan Benzing, Executive Director Search & Navigation, America Online, Inc.
Michael Kerans, SVP/GM Pay-Per-Call, FindWhat.com
Dan Russell, Vice President of Sales & Business Development, InfoSpace
Kevin Ryan, Director, Market Development, Wahlstrom Interactive

Organic & Retailer Track
Indexing Summit
It has been years since search engines have come together to provide web site publishers with more control over how they are indexed. Is it time for a new set of tags, such as the ability to mark content that should be ignored such as navigational elements? Should free feed-based indexing be offered? What would you as a publisher like to see. In this panel, we expect to gather a group of search engine representatives to hear what publishers would like and discuss to some degree what might be feasible, as well as potential problems. Come contribute! For more background on the topic, see this article How About An Indexing Summit!
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Matt Cutts, Software Engineer, Google
Kaushal Kurapati, Product Manager, Search Technology, Ask Jeeves
Tim Mayer, Director of Product Management, Yahoo!
Eytan Seidman, Program Manager, MSN Search

Vertical Track
Web Feeds, Blogs & Search
This session explores how search engines are dealing with blog and webfeed (RSS/Atom) content and why providing such syndicated content can drive new search-related traffic. Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Nan Dawkins, Partner, RedBoots Consulting
Greg Jarboe, President and Co-Founder, SEO-PR
Stephan Spencer, Founder and President, Netconcepts, LLC
Amanda Watlington, Ph.D., APR, Searching for Profit

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 on Day 1.
Moderator:
Barbara C. Coll, CEO, WebMama.com Inc.
Speakers:
Eytan Seidman, Program Manager, MSN Search
John Riccardi, Product Manager, Yahoo!
Derrick Wheeler, Director Search Optimization, Digital Impact, Inc.
Google

Advertising 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. NOTE: The session is designed for those who are already familiar with how paid placement works. If you are new, be sure to have attended Buying Search Engine Advertising on Day 1.
Moderator:
Andrew Goodman, Principal, Page Zero Media Inc.
Speakers:
Joe Agliozzo, CEO and Co-Founder, BetterPPC
Misty Locke, President & Co-Founder, Range Online Media
Harrison Magun, Vice President, Managing Director, Avenue A | Razorfish Search

Organic & Retailer Track
Shopping Search Tactics
Learn how content from your ecommerce or merchant site can -- and should! -- be included in shopping search engines.
Moderator:
Patti Freeman Evans, Analyst, JupiterResearch
Speakers:
Stephanie Leffler, CEO, MonsterCommerce, LLC
Brian Mark, CTO, Toolbarn.com
Craig Snyder, EVP, Marchex
Laura Thieme, President and Founder, Bizresearch

Vertical Track
News & Webfeed Search
A chance to hear directly from representatives who operate major news and webfeed search engines, as well as a look especially at news search.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Mark Fletcher, CEO, Bloglines
Jim Pitkow, CEO, Moreover
Scott Rafer, President and CEO, Feedster
Chris Tolles, VP, Sales and Marketing, Topix.net
Jeremy Zawodny, Marketing, Yahoo!

Fundamentals Track
Link Building Basics
Discover how search engines rely on link analysis as an important component for rank web pages. Learn also how to increase traffic to your site by building quality links in an appropriate manner.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Mike Grehan, CEO, Smart Interactive
Rahul Lahiri, VP of Product Manangement, Search Technology, Ask Jeeves
Eric Ward, CEO, EricWard.com
Google

Advertising Track
Broad Matching & Other Ad Targeting Options
Go "broad" with your keyword matches, and you might more easily capture important traffic. But going broad also requires careful monitoring to ensure you don't pick up unqualified terms. Learn how to do more with broad matching and other ad targeting features you may not be using fully.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Patricia Hursh, President, SmartSearch Marketing
Kevin Lee, Executive Chairman and Co-Founder, Did-it.com
John Slade, Director, Product Management, Overture
Matt Van Wagner, President, Find Me Faster
Emily White, Senior Manager AdWords, Google

Organic & Retailer Track
Meet The Shopping Search Engines
An opportunity to learn more about various shopping search engines and pose questions directly to representatives from them. Ideal for those who attended the Shopping Search Tactics session earlier in the day.
Moderator:
Patti Freeman Evans, Analyst, JupiterResearch
Speakers:
Rafael Ortiz, Co-Founder and VP Marketing, NexTag
Bill Rowley, Director of Product Management, Yahoo!
Robert Smahl, Vice President of Marketing and Communication, PriceGrabber.com
David Weinrot, Vice President, Direct Marketing, Shopzilla.com
Froogle

Vertical Track
Branding Tactics For Search
Can search be used for branding purposes? In this session, a look at some efforts and experiences marketers have tried with branding through search.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Harrison Magun, Vice President, Managing Director, Avenue A | Razorfish Search
Mike Moran, Manager of Site Architecture and Design, IBM
Bill Hunt, President/CEO, Global Strategies International
Cheryle Pingel, Cofounder and Chairman, Range Online Media