The Premier Event for Search Engine Marketing & Optimization
Get on the List!
 December 9 - 11, 2003 • McCormick Place (Lakeside Ctr.) • Chicago, IL

			
Event Hours:
Conference Hours:
December 9 9am-7pm
Decmber 10 9am-5:30pm
December 11 9am-4:15pm

Expo Hall Hours:
December 9 10am-6pm
December 10 10am-3pm

Registration Hours:
December 9 7am-6pm
December 10 8am-5:30pm
December 11 8am-3pm

Premier Plus Sponsors:

Premier Sponsors:
Bruce Clay LLC logo
Genie Knows logo
Oneupweb logo
Analyst Sponsor:
News Distribution Service:

Event Public Relations:
Hosted By:
Search Engine Watch
internet.com

Agenda - Tuesday, December 9, 2003
8:00am - 9:00am Registration
9:00am - 10:30am Attendees may choose to attend one of the three sessions offered during this time.

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 PR" 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

Organic Listings Forum
This moderator-led session allows the audience to share tips, tools, techniques and raise questions relating to free editorial or "organic" listings in search engines and hear advice from other attendees.
Moderator:
Detlev Johnson, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Mike Grehan, Managing Director, iProspect Europe and Author of Search Engine Marketing: The Essential Best Practice Guide
Anthony Muller, Director of Natural Search Operations, Range Online Media
Brett Tabke, Editor, WebmasterWorld.com

Search Engine Advertising Forum
What's new in the world of paid listings and other search engine advertising programs? Get an update from both ad buyers and sellers, with plenty of time for Q&A and audience participation in sharing tips. NOTE: This session is designed for those experienced in buying search engine advertising.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Ron Belanger, VP, Search Engine Marketing, Carat Interactive
Dan Boberg, Director, Strategic Alliances, Overture
Patrick Keane, Head of Sales Strategy, Google
Dana Todd, Founding Partner, SiteLab International, Inc.

10:30am - 11:00am Morning Coffee Break
11:00am - 12:15pm Attendees may choose to attend one of the three sessions offered during this time.

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 "organic" or editorial listings 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 on Day 2.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speaker:
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Advanced Link Building Forum
Should you buy or sell links? If so, is this wrong from a search engine marketing point of view? How far is too far in optimizing your internal link structure? If you operate a network of sites, can natural interlinking be perceived as link spam? Advanced link building issues like these and more will be explored during this forum.
Moderator:
Detlev Johnson, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Greg Boser, President, WebGuerrilla LLC
Paul Gardi, SVP of Search, Ask Jeeves
Debra Mastaler, Owner, Alliance-Link.com

Search Engines & Affiliates
Affiliates can be a love 'em or hate 'em situation for search engine marketers. Affiliates can send plenty of traffic to your web site, but they can also drive up the cost to purchase terms if you decide to maintain your own direct sales channel. This session aims to help you strike a working relationship with your affiliates -- and the search engines themselves -- that everyone can live with.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Jamie Crouthamel, President & CEO, Performics
Todd Friesen, Owner/Founder, Oilman Promotions
Lisa Riolo, VP of Client Development, Commission Junction

12:15pm - 1:30pm Networking Lunch
1:30pm - 3:00pm Attendees may choose to attend one of the three sessions offered during this time.

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. Toward the end of the session, volunteers from the audience will have their sites reviewed for search term research issues.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Andy Beal, VP Search Marketing, KeywordRanking.com and ProRanking.com, WebSourced, Inc
Chris Copeland, Partner, Managing Director, Outrider Search Marketing

Search Engines & Web Server Issues
What's the best way to move a site from one web server to another, from a search engine marketing perspective? How about switching domain names? What's the best way to handle redirection? How do you handle a web site where several domain names resolve to the same location? What impact can server response time or download time have on indexing? This session, especially for advanced marketers, looks at these and other server-specific issues.
Moderator:
Detlev Johnson, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Greg Boser, President, WebGuerrilla LLC
Bruce Clay, President, Bruce Clay, LLC
John Heard, President, Beyond Engineering & Freelance Writer, Planet Ocean

Contextual Ads
Paid listings are commonly believed to be seen only by those who perform keywords searches on search engines. However, contextual placement has placed these ads in front of people not based on a search they performed but rather the context of pages they are viewing. Learn about recent developments in how search-targeted paid listings are also being contextually targeted.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Brad Byrd, Director of Business Development, NewGate
David Jakubowski, Senior Vice President, Quigo
Patrick Keane, Head of Sales Strategy, Google
Joshua Stylman, Managing Partner, Reprise Media
Paul Volen, Vice President, Partner Development & Strategy, Overture

3:00pm - 3:30pm Afternoon Refreshment Break
3:30pm - 5:00pm Attendees may choose to attend one of the three sessions offered during this time.

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.
Moderator:
Detlev Johnson, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Heather Lloyd Martin, President, SuccessWorks
Jill Whalen, Owner, HighRankings.com

Cleaning Up The Mess
You've just inherited the job of marketing an existing web site on search engines. Got your cleaning supplies handy? You might discover work by others has gotten the site banned on some search engines. More likely, you may be involved with a site that's just been naturally unfriendly to search engines. This session examines issues and offers advice on dealing with problems.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Matthew Bailey, Web Marketing Director, The Karcher Group
Anne Kennedy, Managing Partner, Beyond Ink
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Auditing Paid Listings
Did you really get that much traffic from paid listings last month or is something funny going on? Reviewing your paid traffic is an essential task any serious search engine marketer should undertake. Discover how to spot abnormalities and follow-up with search engines if you suspect a competitor or someone else is creating clicks just to drive up your costs. Also discover the proactive things paid listing providers already do to protect advertisers.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Kevin Lee, CEO, Did It
John Lustina, Chairman, Co-Founder, Intrapromote
Jessie Stricchiola, Founder, Alchemist Media Inc.

5:00pm - 6:00pm Networking Cocktail Reception
6:00pm - 7:00pm Evening Forum With Danny Sullivan
The audience is the panel for this session, which lets those in the search engine marketing industry share thoughts, knowledge and ideas among themselves. The session is moderated by Search Engine Watch editor Danny Sullivan, and the audience sets the agenda. After you've had a drink at the networking cocktail reception, come over, sit down and take part in this informal, popular "after hours" discussion.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com


Click here for Special Events

Click to view Day 2 Agenda

*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.


[an error occurred while processing this directive]