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The Premier Event for Search Engine Marketing & Optimization
Boston Marriott Copley Place
Boston, MA
March 4-5, 2002
Featuring Search Engine Expert: Danny Sullivan
and Speakers from About, AltaVista, AOL, Ask Jeeves/Teoma, FAST/AllTheWeb, FindWhat, Google, Inktomi, LookSmart, Lycos, MSN, Netscape/The Open Directory, Overture (GoTo) and Yahoo




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Agenda* - Monday, March 4
8:00am - 9:00am Registration and Continental Breakfast
9:00am - 9:15am Opening Remarks
9:15am - 10:45am Three sessions are offered during this time. Please choose one of them:

Back To Basics
An introduction to search engine marketing, including how to get listed, using meta tag, and the issues involved in ranking well. Covers both crawler-based and human-powered search engines. A must-attend session for beginners.
Danny Sullivan, Editor, SearchEngineWatch.com

Understanding Paid Inclusion
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 by some major search engines.
Moderator & Speaker:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise

Panelists:
Scott Kluth, Project Manager of User Experience, sears.com
Chris Kermoian, Director of Product Marketing, AltaVista
Peter Adams, Chief Technology Officer, LookSmart
Tim Mayer, Director of Web Search Product Management, Inktomi Corporation
Thomas Wilde, GM Search Services, Terra Lycos Inc.

Measuring Success
How do you know if you have been successful with search engines? There are tools that allow you to find out how well you rank or the actual terms people used to reach your Web site. However, you might want to go beyond these and "close the loop" by also measuring sales conversions. This panel looks at the wide range of options available.NOTE: Session repeats on Day 2 at 11 a.m.
Moderator:
Detlev Johnson, VP of Technology, Position Technologies Inc. and Moderator, I-Search mailing list

Panelists:
Bryan Eisenberg, Chief Information Officer, Future Now Inc.
Brian Induni, Lead Product Manager, Web Trends Division of NetIQ Corporation
Steve Stacy, Marketing, Envision Technology Advisors, LLC.
Laura Thieme, President & Founder, Bizresearch Inc.

10:45am - 11:15am Morning Coffee Break
11:15am - 12:00pm Three sessions are offered during this time. Please choose one of them:

Designing Search Engine Friendly Sites
How to build a Web site from the ground up that pleases both search engines and your visitors. Discover how "search engine friendly" design can tap into traffic 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.
Moderator:
Detlev Johnson, VP of Technology, Position Technologies Inc. and Moderator, I-Search mailing list

Panelist:
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Managing Paid Placement Listings
Paid placement 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 teaches about closing bid "gaps", targeting terms more effectively and other tips, tools and techniques to help you manage your listings better. NOTE: The session is designed more for those who are already familiar with how paid placement works. If you are new to paid placement, you should instead attend the Purchasing Paid Placement Listings session.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise

Panelists:
Brad Byrd, Director of Business Development, NewGate
Kevin Lee, CEO, Did It
Lance Loveday, President, Closed Loop Marketing

Site Clinic
This interactive session examines the web sites of selected audience members and provides feedback on improvements to generate more traffic from search engines. NOTE: Session repeats on Day 2 at 3:15
Speaker:
Danny Sullivan, Editor, SearchEngineWatch.com

Panelist:
Chris Churchill, Search Engine Optimizer, NetMechanic, Inc.

12:00pm - 1:30pm Networking Lunch

1:30pm - 3:00pm Three sessions are offered during this time. Please choose one of them:

Meet The Crawlers
Representatives from various crawler-based search engines will discuss their services and take questions from attendees.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com

Panelists:
Ask Jeeves
Stephen Baker, Director, Internet Business Unit,FAST
Chris Kermoian, Acting VP Marketing and Director of Product Marketing, AltaVista
Tim Mayer, Director of Web Search Product Management, Inktomi Corporation
Jen McGrath, Google Software Engineer, Google

Purchasing Paid Placement Listings
Paid placement means that you can have a top ranking in return for payment. Every major search engine now offers a paid placement program. Learn about what's available, with details on programs from major paid placement providers.NOTE: Session repeats on Day 2 at 9:00am.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise

Panelists:
Tim Cadogan, Senior Director of Search Products, Overture (formerly GoTo)
Craig Pisaris-Henderson, CEO, President, & Co-founder, FindWhat.com
Kent Lewis, Interactive Group Director, Young & Roehr Group
Craig Silverstein, Director of Technology, Google
Dana Todd, Founding Partner, SiteLab International, Inc.

Converting Visitors Into Buyers
Getting visitors to your Web site is only half the battle. To be victorious, you need them to convert into customers by making purchases, signing up for services or fulfilling whatever are your goals. Learn about making this conversion.
Moderator:
Detlev Johnson, VP of Technology, Position Technologies Inc. and Moderator, I-Search mailing list

Panelists:
Michael Sack, SVP and Chief Product Officer, Inceptor, Inc.
Nick Usborne, Consultant, www.nickusborne.com, and Moderator, I-Copywriting

3:00pm - 3:30pm Afternoon Refreshment Break
3:30pm - 4:30pm Three different sessions are offered during this time. Please choose one of them:

Dealing With Directories
Representatives from various human-powered search engines will discuss submission issues and take questions from attendees.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com

Panelists:
Stephanie Blair, Lead Surfer, Yahoo!
Bob Keating, Editor-in-Chief, The Open Directory Project, Netscape Communications Corp.
Kate Wingerson, VP & Editor-in-Chief, LookSmart

Writing For Search Engines
To please search engines, you need to be using 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. Note: Session repeats on Day 2 at 3:15pm
Moderator:
Detlev Johnson, VP of Technology, Position Technologies Inc. and Moderator, I-Search mailing list

Panelists:
Heather Lloyd-Martin, Co-Moderator, Rank Write Roundtable, and President, SuccessWorks
Jill Whalen, Co-Moderator, Rank Write Roundtable, and Owner, HighRankings.com

Case Studies
Come hear three "real life" examples of how companies have marketed themselves via search engines. Learn what worked and didn't work for them, from optimizing content for crawlers to purchasing placement.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise

Panelist:
Nan Dawkins, Partner,RedBoots Consulting, LLC
Jamie Low, Internet Marketing Director, All-Outdoors California Whitewater Rafting and Consultant,SearchEngineMarketing.com
Ron Walker, President, Access Media Group , AllAboutVision.com

4:30pm - 4:45pm Session Interval
4:45pm - 5:30pm Three different sessions are offered during this time. Please choose one of them:

Link Building
Discover how search engines are relying more on link analysis to rank Web pages and how to increase traffic to your site by building links.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise

Panelists:
Marshall D. Simmonds, Director of Search, About.com Barbara Coll, CEO, webmama.com

Search Engine Marketing Industry Issues
What are the challenges facing those who provide search engine marketing services? Does the industry need standards? How do you deal with clients? Come hear thoughts on these and other issues from panelists, followed by questions and discussion. Also consider attending the Search Engine Marketing Forum session for further talk on the issues raised.
Moderator:
Detlev Johnson, VP of Technology, Position Technologies Inc. and Moderator, I-Search mailing list

Panelists:
Doug Heil, ihelpyou Services
Jeffrey Herzog, International Crossing
Alan Perkins, Chief Technology Officer, e-Brand Management

Ask The Portals
Still have questions? This session offers the chance to get answers from Danny Sullivan and search engine representatives.
Moderator & Speaker:
Danny Sullivan, Editor, SearchEngineWatch.com

Panelist:
Bill Bliss, MSN Search
Gerry Campbell, AOL
Thomas Wilde, GM Search Services, Terra Lycos Inc.

5:30pm - 7:00pm Networking Cocktail Reception
Sponsored by:
Overture Logo
6:30pm - 7:30pm Search Engine Marketing Forum
This session lets those in the search engine marketing industry share thoughts, knowledge and ideas among themselves. It is a moderator-led but purely audience-driven session. The audience IS the panel. This is a perfect follow-up session for those attending the Search Engine Marketing Industry Issues panel.

* This agenda subject to change
Click here for Day 2 agenda

Testimonials

"I couldn't have spent the money better. More answers than I thought I'd get." - (David Zybert, Spider Internet)

"I have attended this convention twice, and it is the best investment I have made in online marketing." - (Jeff Schroeffel, Lazerpro D.M.G.)

"Best conference I've ever attended - content is valuable, specific, timely, & credible. I learned more in one day here than in a month of my own research!" - (Dorothy Farkas, Worldsites)

"Is it possible to learn too much? Obviously not. I thought I knew how to search - now I know how to search well." - (Leonard Sullivan, 1Call San Francisco)

"Awesome conference! The glue that holds search engine puzzle pieces together!" - (Laura Kazimier, collectiblestoday.com)

"Excellent! The best marketing tool is Search Engine Strategies!" - (Todd Sandoval, Plattform Advertising)


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Sponsored By:
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