The Premier Event for Search Engine Marketing & Optimization
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 December 11-12, 2002 • Adam's Mark Hotel • Dallas, TX

			
Premier Sponsor:
Yahoo!

Hosted By:
Search Engine Watch
internet.com

Analyst Sponsor:

Agenda* - Thursday, December 12
8:00am - 9:00am Registration and Continental Breakfast
10:00am Exhibit Hall Opens
9:00am - 10:30am Attendees may choose to attend one of the three sessions offered during this time.

Meet The Crawlers
Representatives from major crawler-based search engines will discuss their services and take questions from attendees.
Moderator:
Detlev Johnson, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc.

Panelists:
Doug Cook, Director of Engineering, Inktomi Web Search
Daniel Dulitz, Software Engineer, Google
Paul Gardi, Vice President of Search, Ask Jeeves
Jonathan Glick, Director of Internet Search Services, AltaVista
Tim Mayer, Vice President, Web Search, FAST

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:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelists:
Bryan Eisenberg, Chief Information Officer, Future Now Inc.
Laura Thieme, President & Founder, Bizresearch Inc.

Business To Business Forum
Forget consumers. You want only the business-to-business audience! This session explores options and issues in targeting B2B. 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:
Barbara Coll, CEO, webmama.com
Todd Sims, VP of Sales, Business.com
Paul Slack, CEO, WebDex

10:30am - 11:00am Morning Coffee Break
11:00am - 12:30pm Attendees may choose to attend one of the three sessions offered during this time.

Dealing With Directories
Getting good listings with human-powered search engines -- "directories" -- requires skills and techniques completely different than when dealing with crawler-based services. Learn the proper way to format your submission to directories for success! The session touches on issues such as obtaining multiple listings and how directories feel about listing subdomains, subdirectories and "minisites." Representatives from the major human-powered search engines will also discuss their services and take questions from attendees.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Panelists:
Stephen Hutchenson, Open Directory Project
Billy Mongovan, Director of Customer Service, LookSmart
Elisabeth Osmeloski, Senior Account Manager, Beyond Ink
Srinija Srinivasan, Vice President & Editor In Chief, Yahoo!
Jill Whalen, Owner, HighRankings.com

Search Engine Friendly Design: Advanced Issues
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.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelists:
Barbara Coll, CEO, webmama.com
Noel McMichael, President, Marketleap

Campaign Case Studies
Come hear four "real life" examples of how companies have marketed themselves via search engines, two focusing improving traffic from "organic" editorial listings and two dealing with paid listing campaigns. Learn what worked for them and make it work for you!
Moderator:
Detlev Johnson, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc.
Panelists:
Fredrick Marckini, iProspect
Cheryle Pingel, Range Online Media
Todd Tweedy, The Tweedy Group
Derrick Wheeler, Marketleap

12:30pm - 1:30pm Networking Lunch
1:30pm - 3:00pm Attendees may choose to attend one of the three sessions offered during this time.

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:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Panelists:
David Fischer, Google
Eric Sternbach, Vice President of Advertiser Sales, Overture
Dana Todd, Founding Partner, SiteLab International, Inc.
David Williams, Chief Strategist, 360i

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, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc.
Panelists:
Jake Baillie, Priva
Tony Smith, VP & Founder, Rawhide
Mikkel deMib Svendsen, CTO, RedZoneGlobal Denmark
Laura Thieme, President & Founder, Bizresearch

The Spam Police
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:
Danny Sullivan, Editor, SearchEngineWatch.com

Panelists:
Greg Boser, WebGuerrilla
Doug Cook, Director of Engineering, Inktomi Web Search
Daniel Dulitz, Software Engineer, Google
Tim Mayer, Vice President, Web Search, FAST

2:00pm Exhibit Hall Closes
3:00pm - 3:20pm Afternoon Refreshment Break
3:20pm - 4:35pm Attendees may choose to attend one of the three sessions offered during this time.

Link Analysis & Link Building
By mapping and analyzing how pages link to each other, search engines have been able to make remarkable improvements in their results. Discover how links have been leveraged for the greater good and how to increase traffic to your site by building quality links in an appropriate manner.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise

Panelists:
Barbara Coll, CEO, webmama.com
Daniel Dulitz, Director of Technology , Google
Paul Gardi, Vice President of Search, Ask Jeeves

Advanced Search Engine Optimization Forum
How can "paid inclusion" allow you to send crawlers a "trusted" feed of information. Should you create customized "doorway" pages to gain traffic? How can you "cloak" content so crawlers see one thing while spiders see another? Are mirror sites advisable? And what are the ethics and traps to avoid, when using doorways, cloaking, mirrors and some other aggressive techniques. This session explores these and other issues, with ample time for Q&A and audience participation in sharing knowledge. Intended for those with some experience already with search engine optimization.
Moderator:
Detlev Johnson, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc.
Panelists:
John Heard, President, Beyond Engineering, Freelance Writer, Planet Ocean
Jeremy Sanchez, VP of Marketing, Position Tech
Brett Tabke, WebmasterWorld.com

Assessing Relevancy What's the most important search engine feature? Arguably, how relevant its listings are. However, what's relevant to one person may be completely off-topic to another. A look at how search engines try to measure their relevancy and how they get rated by others.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelists:
Doug Cook, Director of Engineering, Inktomi Web Search
Jan Pedersen, Chief Scientist, AltaVista
Srinija Srinivasan, Vice President & Editor In Chief, Yahoo!

4:35pm - 4:45pm Session Interval
4:45pm - 5:30pm Attendees may choose to attend one of the three sessions offered during this time.

Budget SEO
Have little or no money for search engine marketing efforts? Fearful that you'll never get found now that those with large advertising budgets can spend their way to the top? This session provides strategies and advice for small businesses, non-profit organizations and others looking to be found in search engines without breaking the bank.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Panelists:
Adam Jewell, NetPlus Marketing
Anne Kennedy, Managing Partner, Beyond Ink

Search Engines & Flash
Crawler-based search engines are primarily designed to index HTML text. Because of this, content built with Macromedia Flash may be difficult or impossible for crawlers to read. Discover workarounds and how crawlers are learning to better process Flash content.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelists:
Gregory Markel, Founder/President Infuse Creative, Infuse Creative
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:
Elisabeth Osmeloski, Senior Account Manager, Beyond Ink
Derrick Wheeler, Marketleap

* This agenda subject to change


For more information regarding exhibit space or sponsorship opportunities contact our Sales Department by completing this form or call Frank Fazio at 203–295–0052.

For registration help or information, please email our Registration Department at registration@incisivemedia.com or call 203–295–0050.




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