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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* - Tuesday, March 5

8:00am - 9:00am Registration and Continental Breakfast
9:00am - 9:20am KEYNOTE: What Searchers Seek
What do people look for online. Aaron Schatz of the Lycos 50 (http://50.lycos.com/) reports on this each week. Learn more about the crazy and wacky trends one finds when watching query logs.
Aaron Schatz, Writer of the Lycos 50, Lycos
9:30am - 11:00am Three sessions are offered during this time. Please choose one of them:

Successful Site Architecture
How do specific factors such as Javascript, Flash, Cascading Style Sheets, Server-Side Includes (SSIs), frames, H1 tags, image ALT text, file names, directory structure, linking and more impact your site in search engines? This session explores such factors in-depth, explaining what to avoid and what to do.
Moderator:
Detlev Johnson, VP of Technology, Position Technologies Inc. and Moderator, I-Search mailing list

Panelists:
Barbara Coll, CEO, webmama.com
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Search Engine & Legal Issues
Not long after search engines emerged, so did legal disputes involving them. Cases have been fought over trademarked terms being linked to ads or inserted into meta tags. Actions have been taken against "pagejackers" who use other people's content to generate search engine traffic. Learn about these and other issues.
Jeffrey K. Rohrs, Digital Marketing Strategist, Optiem
Danny Sullivan, Editor, SearchEngineWatch.com
Deborah A. Wilcox, Partner, Baker & Hostetler LLP

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.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise

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

11:00am - 11:30am Morning Coffee Break
11:30am - 12:30pm Three different sessions are offered during this time. Please choose one of them:

Looking at Links
By mapping and analyzing how pages link to each other, sarch engines have been able to make remarkable improvements in their results. Discover how links have been leveraged for the greater good.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com

Panelists:
Paul Gardi, Vice President of Search, Ask Jeeves
Google
Rolf Michelsen, Software Engineering Manager, Fast
Craig Silverstein, Director of Technology, Google

Measuring Success
How do you know if you've 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.
Moderator:
Detlev Johnson, VP of Technology, Position Technologies Moderator, I-Search mailing list

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

Cloaking & Doorways
Have questions on ways to deliver pages targeted specifically to particular search engines and when you might do this? Come learn techniques, ethics and traps to avoid.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise

Panelists:
John Heard, President, Beyond Engineering & Freelance Writer, Planet Ocean
Mikkel Demib Svendsen, VP Product Development, Ankiro.com
David Turner, Director of Foundation Services, Outrider UK

12:30pm - 1:30pm Networking Lunch
1:30pm - 3:00pm Three sessions are offered during this time. Please choose one of them:

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

Panelist:
Bob Keating, Editor in Chief, The Open Directory Project, Netscape Communications Corp.
Tim Mayer, Web Search Product Manager, Inktomi
Jen McGrath, Google Software Engineer, Google
Rolf Michelsen, Software Engineering Manager, Fast
Kate Wingerson, VP & Editor-in-Chief, LookSmart

Search Term Research
Have questions about developing appropriate keywords and search terms to target your SEO campaigns? Pick up tips and advice on ways to proceed.
Moderator:
Detlev Johnson, VP of Technology, Position Technologies Inc. and Moderator, I-Search mailing list

Panelists:
Greg Boser, President, WebGuerrilla, LLC
Sherwood Stranieri, Transcendigital
Dr. Amanda Watlington, Director of Research, iProspect

Selecting A Search Engine Marketing Firm Need assistance with your search engine optimization efforts? Pricing and methods vary widely. Discover more about the industry and the models that might suit by hearing about different approaches providers have taken to helping clients.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise

Panelists:
Dave Williams, President and Founder, 360Traffic
Andrea Harris, Manager, Site Analysis, Edmunds.com
Anthony Muller, President, Web Mercs Inc.
Susan O’Neil, CEO, Web Site Publicity

3:00pm - 3:15pm Session Interval
3:15pm - 4:00pm Three different sessions are offered during this time. Please choose one of them:

The Search Engines Ask You
The tables get turned in this session. A panel comprised of search engine representatives pose their questions to the audience. Come give them answers and perhaps influence changes!
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com

Panelist:
Stephen Baker, Director, Internet Business Unit, FAST
Scott Gatz, General Manager, Personalization & Search/Directory, Yahoo!
Google
Bob Keating, Editor in Chief, The Open Directory Project, Netscape Communications Corp.
Dakota Sullivan, Vice President, Marketing, LookSmart
Tim Mayer, Web Search Product Manager, Inktomi
Jen McGrath, Google Software Engineer, Google

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.

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

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.
Panelist:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise

* This agenda subject to change
Click here for Day 1 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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