The Premier Event for Search Engine Marketing & Optimization
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 August 2-5, 2004 • San Jose McEnery Convention Center • San Jose, CA

			
Event Hours:
Conference Hours
August 2 - 9am - 5:15pm
August 3 - 9am - 7:30pm
August 4 - 9am - 5:15pm
August 5 - 9am - 3:45pm
Expo Hall Hours
August 3 - 10am - 6:30pm
August 4 - 10am - 4pm
Registration Hours:
August 2 - 7:30am - 5pm
August 3 - 8am - 6:30pm
August 4 - 8am - 5pm
August 5 - 8am - 3pm

Premier Plus Sponsors:
Google logo

Premier Sponsors:
Ask Jeeves
Bruce Clay Inc logo
iProspect Search Engine Marketing
Lycos logo
Marketleap logo
Oneupweb logo
Analyst Sponsor:
Official News Distribution Service:
Business Wire VPO
Hosted By:
Search Engine Watch
ClickZ
Media Sponsor:
DMNews

Agenda - Tuesday, August 3, 2004
8:00am - 9:00am Registration and Continental Breakfast
9:00am - 9:30am Opening Keynote
Danny Sullivan, Editor, SearchEngineWatch.com
9:30am - 9:45am Session Interval
9:45am - 11:00am Attendees may choose to attend one of the four 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 in this session that is especially geared toward beginners, with details on programs from major providers and advice from advertisers.
Moderator:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Dan Boberg, Director, Strategic Alliances, Overture
Chris Copeland, Partner, Managing Director, Outrider Search Marketing
Dana Todd, Founding Partner, SiteLab International, Inc.
Emily White, AdWords Manager, Google

Organic Listings Forum
This moderator-led session allows the audience to share tips, tools, techniques and raise questions relating to free "organic" listings in search engines and hear advice from other attendees. As there's no set agenda, this is an ideal session to discuss any major, recent changes with organic listings.
Moderator:
Detlev Johnson, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Bruce Clay, President, Bruce Clay, LLC
Mike Grehan, CEO, Smart Interactive and Author of Search Engine Marketing: The Essential Best Practice Guide
Brett Tabke, Editor, WebmasterWorld.com

Auditing Paid Listings & Clickfraud Issues
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:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Danielle Leitch, Marketing Manager, MoreVisibility
Jessie Stricchiola, Founder, Alchemist Media Inc.
Lori Weiman, Director, KeywordMax

Search Marketing For Travel-Related Sites
Do you handle search marketing for a site in the travel or hospitality field? In this session, we look at unique aspects to consider, such as special travel search engines to consider and other tips.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Anne Frisbie, Senior Director, Category Initiatives, Overture
Cheryle Pingel, Chairman & Co-Founder, Range Online Media
Jon Schepke, Vice President and Principal, Meandaur, Inc.
John Waddy, President, Travel eMarketing, LLC

11:00am - 11:30am Morning Coffee Break
11:30am - 12:45pm Attendees may choose to attend one of the four sessions offered during this time.

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, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Jake Baillie, VP Search Engine Marketing, Priva
Mikkel deMib Svendsen, VP of Marketing Technology, Marketleap
Laura Thieme, President and Founder, Bizresearch

Retaining Traffic After A Redesign
Your site ranks well with search engines and gains plenty of traffic that converts. Don't touch anything! That's the conventional wisdom, yet sites obviously must redesign from time-to-time. This session examines strategies to come through a redesign and successfully retain or perhaps even increase your search related traffic.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Matthew Bailey, Web Marketing Director, The Karcher Group
Amanda Vega, Director of Marketing, Rhino Internet
Jennifer Weeks, Director of Website Assessments, Future Now, Inc.

Creating Compelling Ads and 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.
Moderator:
Andrew Goodman, Principal, Page Zero Media Inc.
Speakers:
Misty Locke, President & Co-Founder, Range Online Media
Lee Mills, Founder, BeyondClicks
Jessie Stricchiola, Founder, Alchemist Media 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:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Todd Sims, VP of Sales, Business.com
Paul Slack, CEO, WebDex
Karen Breen Vogel, CEO, B2B Works

12:45pm - 2:00pm Networking Lunch
2:00pm - 3:30pm Attendees may choose to attend one of the four sessions offered during this time.

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, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Matt Cutts, Software Engineer, Google
Mike Grehan, CEO, Smart Interactive and Author of Search Engine Marketing: The Essential Best Practice Guide
Kaushal Kurapati, Senior Product Manager of search, Ask Jeeves
Eric Ward, CEO, EricWard.com

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 deal with 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:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Greg Boser, President, WebGuerrilla LLC
Bruce Clay, President, Bruce Clay, LLC
Daniel Dulitz, Software Engineer, Google
Jon Glick, Senior Manager, Yahoo! Search
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com
Ben Wills, Director of Search Marketing, WebSourced's KeywordRanking.com

Ad Management Case Studies
Paid placement ad 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 features real life examples of how companies are making the job easier by employing ad or bid management tools. Each case study involves an up-close look at a particular tool that's been employed. The session aims to educate you generally about the capabilities that such tools provide, such as closing bid "gaps" and measuring return on investment (ROI). Last half hour offers Q&A with case study presenters and ad management vendors.
Moderator:
Rebecca Lieb, Executive Editor, the ClickZ Network
Case Study Speakers:
Steven Kaufman, Media Director, Digitas (for Did-it.com)
Lance Loveday, President, Closed Loop Marketing
Jeff Zwelling, Co-Founder, YLighting (for Atlas OnePoint)
Speakers:
Dave Carlson, CEO, Atlas OnePoint
Kevin Lee, CEO, Did-it.com
Michael Sack, SVP and Chief Product Officer, Inceptor Inc.

Reaching Out To Europe
Search engines make it easy for those in Europe to learn about your products and services, assuming you've followed some important search engine marketing tips. Learn about the importance of page language, country-specific web sites and paid campaigns, to succeed with Europe.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Massimo Burgio, San Francisco Branch Manager, Ad Maiora
Peter Celeste, Senior Director International Sales,
Overture
Tor Crockatt, Head of Editorial, Europe, Espotting
Bill Hunt, Search Effectiveness Team Lead, ibm.com, Sales & Distribution
Harrison Magun, Managing Director, eonMedia
Derek Preston, Chief Technology Officer, Mirago

3:30pm - 4:00pm Afternoon Refreshment Break
4:00pm - 5:30pm Attendees may choose to attend one of the four sessions offered during this time.

Optimizing Flash Content
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 how crawlers interact with Flash, along with workarounds and optimization tips.
Moderator:
Detlev Johnson, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Waleed Anbar, Product Manager, Flash Player, Macromedia
Gregory Markel, Founder/President, Infuse Creative
Tim Mayer, Director of Product Management, Yahoo! Search Platform & Technology
George Shaw, Creative Director, divinePenguin

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. This session is designed for experienced marketers. Beginners should only attend if they've gone through the Link Building Basics session earlier in the day.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Greg Boser, President, WebGuerrilla LLC
Matt Cutts, Software Engineer, Google
Michael Palka, Director of Product Management, Ask Jeeves
Eric Ward, CEO, EricWard.com

Search Ads Beyond Google & Overture
Sure, you know about cost-per-click advertising on the major networks operated by Overture and Google. But what about paid listing programs beyond these? Learn more about these alternatives.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Dan Ballister, Vice President of Sales, FindWhat.com
Chris Churchill, CEO, Fathom Online
Peter Hershberg, Managing Partner, Reprise Media
Damien Smith, CEO, LookSmart
Frank Watson, Head Search Marketing, FXCM

Search Marketing To Hispanics & Latin America
Spanish-speakers are an important market both within the United States and throughout the world. Discover ways to target this major audience through search engine marketing.
Moderator:
Barbara C. Coll, CEO, WebMama.com Inc
Speakers:
Juan Fernando, Creative Director, Estudio Latino
Ignacio (Nacho) Hernandez Jr., President, iHispanic Marketing Group
Lucas Morea, CEO, LatinEdge Inc.
Matthew Whiteley, International Sales & Business Development, Director, TeRespondo.com, Inc.

5:30pm - 6:30pm Networking Cocktail Reception
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*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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