The Premier Event for Search Engine Marketing & Optimization
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 August 7-10, 2006 • San Jose McEnery Convention Center • San Jose, CA

Event Hours:
Registration Hours
Aug 7: 7:30am - 5:30pm
(Conf. Only)
Aug 8: 8:00am - 6:00pm
(Conf. & Expo)
Aug 9: 8:00am - 6:00pm
(Conf. & Expo)
Aug 10: 8:00am – 12:30pm
(Conf. & Expo)
Conference Hours
Aug 7: 9:00am - 5:30pm
Aug 8: 9:00am - 5:00pm
Aug 9: 10:00am - 6:00pm
Aug 10: 9:00am – 1:45pm
Exhibit Hall Hours:
Aug 8: 10:15am - 6:00pm
Aug 9: 9:00am - 3:15pm
Premier Plus Sponsors:
Ask.com
Google
iProspect Search Engine Marketing
Yahoo!
SES Car Sponsor:
WeRLive
Premier Business Sponsor:
Verizon Superpages
Premier Sponsors:
Bruce Clay, Inc.
GenieKnows.com
InfoSearch Media
LookSmart
Marchex
MSN
Wi-Fi Lounge Sponsor:
Info.com
Official News Distribution Service:
Business Wire
VPO
The Official SES Internet Radio Station:
WebmasterRadio.FM
Hosted By:
Search Engine Watch
ClickZ
Agenda* - Tuesday, August 8, 2006
Day 2 - Conference

9:00am - 10:15am Attendees may choose to attend one of the five sessions offered during this time.

Fundamentals Track
Fun With 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. In addition, discover why dynamic sites needn't be a problem but a benefit when dealing with search engines.
Moderator:
Anne Kennedy, Managing Partner, Beyond Ink
Speakers:
Jake Baillie, President, TrueLocal
Laura Thieme, President and Founder, Bizresearch
Mikkel deMib Svendsen, CTO, RedZoneGlobal

Advertising Track
Creating Compelling Ads
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. This session looks at ways to get the right clicks. NOTE: The session is designed for those who are already familiar with how paid placement works. If you are new, be sure to have attended Search Advertising 101 on Day 1.
Speakers:
Darren Kuhn, Group Account Director, Resolution Media
Phil Stelter, Director of Business Development, Range Online Media

Issues Track
Auditing Paid Listings & Click Fraud 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:
Jeffrey K. Rohrs, President, Optiem, LLC
Speakers:
John Slade, Senior Director, Global Product Management Yahoo! Search Marketing
Shuman Ghosemajumder, Business Product Manager, Trust & Safety, Google Inc.
Paul Vallez, Director of Search Advertising Products, Ask.com
Jessie Stricchiola, Founder, Alchemist Media Inc.
Lori Weiman, Director, KeywordMax
Tom Cuthbert, President & CEO, Click Forensics

Public Relations Track
Reputation Monitoring & Management
Good news! When someone searches for your company by name, you'll probably be listed in the top results. But you won't be alone. And the bad news is, some of those other listings may be negative about your company or service. Knowing your search reputation is crucial when millions rely on the opinions of search engines each day. In this session, how to stay on top of what people are saying about you on the web via search. It also covers how you can influence paid and unpaid listings to ensure the right message about your company is getting out, especially if others are employing them to hurt your image.
Add Moderator:
Chris Sherman, Executive Editor, SearchEngineWatch.com
Speakers:
Andy Beal, President & CEO, Fortune Interactive
Nan Dawkins, Partner, RedBoots Consulting
Rob Key, CEO, Converseon
Rob Garner, Senior Strategic Planner, iCrossing

Advanced Organic Track
Can You Please Them All?
You're top ranked on Yahoo and Google but want to succeed on MSN as well. Or maybe you're cranking on Yahoo and MSN but Google's giving you no love. Do you tweak your pages and maybe risk losing your existing rankings? Do you add new content? New sites? Are there spam worries? This sessions looks at some of the issues site owners are reexamining, as they realize it's no longer an all-Google world.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Aaron Wall, SEO Book.com
Michael Murray, Vice President, Fathom SEO
Dave Davies, CEO, Beanstalk Search Engine Positioning, Inc.
Q&A Speaker:
Rahul Lahiri, VP of Product Management, Ask.com

10:15am - 10:45am Morning Break in the Exhibit Hall
10:45am - 12:00pm Attendees may choose to attend one of the five sessions offered during this time.

Fundamentals Track
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, as time allows.
Speakers:
Heather Lloyd-Martin, CEO, SuccessWorks International
Jill Whalen, Owner, High Rankings

Advertising Track
Landing Page Testing & Tuning
Getting someone to click on your search ad is only half the battle. Once visitors arrive, the landing pages you display to them are a crucial component in converting them into buyers. This session looks at ways to test and tweak your landing pages to get that conversion. NOTE: The session is designed for those who are already familiar with how paid placement works. If you are new, be sure to have attended Search Advertising 101 on Day 1.
Moderator:
Allan Dick, General Manager, Vintage Tub & Bath
Speakers:
Tim Ash, President, Site Tuners
Scott Miller, CEO, Vertster
Jamie Roche, President and CEO, Offermatica

Issues Track
Search Arbitrage Issues
Search arbitrage is a long-time tactic getting new attention. It's when someone makes money by spending less on search ads to attract traffic than they earn from carrying other search and contextual ads on their own sites. Some advertisers dislike the idea, feeling it's unfair or wrong. Some advertisers don't mind, figuring they'll take traffic however they can get it. As for users, some might get turned off from doing a search, seeing ads, then clicking to a page that has the same ads again. This session explores these and other issues with search arbitrage.
Moderator:
Jeffrey K. Rohrs, President, Optiem, LLC
Speaker:
Jake Baillie, President, TrueLocal
Frank Watson, Head Search Marketing, FXCM
David Szetela, CEO, Clix Marketing
Tim Daly, VP of Marketing Strategy, Sendtec
Kristopher B. Jones, President and CEO, pepperjamSEARCH.com
Kim Malone, Director of Online Sales & Operations, Google AdSense
David Szetela, CEO, Clix Marketing

Public Relations Track
Blog & Feed Search SEO
This session explores how specialized blog and feed (RSS/Atom) search engines gather content and provides tips on tapping into these growing forms of traffic.
Speakers:
Rick Klau, FeedBurner
Stephan Spencer, Founder and President, Netconcepts, LLC
Amanda Watlington, Ph.D., APR, Searching for Profit

Advanced Organic Track
Duplicate Content & Multiple Site Issue
More and more site owners are concerned that they might get penalized accidentally or overtly because of duplicate content. If you run mirror sites, will search engines ban you? If you have listings that are similar in nature, is that an issue? What happens if you syndicate content through RSS and feeds? Will other sites be considered the "real" site and rob you of a rightful place in the search results? This session looks at the issues and explores solutions.
Moderator
Danny Sullivan, Founder and Editor-in-Chief, SearchEngineWatch.com
Anne Kennedy, Managing Partner, Beyond Ink
Speakers:
Anne Kennedy, Managing Partner, Beyond Ink
Mikkel deMib Svendsen, CTO, RedZoneGlobal
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com
Tim Converse, Engineering Manager, Yahoo! Inc.
Matt Cutts, Software Engineer, Google Inc.
Q&A Speaker:
Rahul Lahiri, VP of Product Management, Ask.com

12:15pm - 1:30pm Networking Lunch in the Exhibit Hall - Birds of a Feather Seating Available
Bird Of A Feather Tables: Looking to meet those with common interests, such as people who work with non-profit sites, retailing sites, who are in the B2B space or those who run SEM firms? The Birds Of A Feather tables at the networking lunch offer an opportunity for this. Some tables are premarked with networking areas of interest. Just grab a seat, and you'll be among kindred spirits. Did we miss a topic? Sit at any unmarked table, then use the provided materials to set up your own birds of a feather area.
12.15pm - 1.15pm Lunchtime Discussion: Yahoo's New Ad Platform
Moderator:
Danny Sullivan, Founder and Editor-in-Chief, SearchEngineWatch.com
Speakers:
John Slade, Senior Director, Global Product Management Yahoo! Search Marketing
Tim Cadogan, VP of Search, Yahoo! Search Marketing
Dan Boberg, Senior Director, Sales Technology and Programs, Yahoo! Search Marketing
John Kim, Senior Director, Advertiser Product Marketing, Yahoo! Search Marketing
Yahoo´s ad platform is undergoing a major change from the pure bid-for-placement system many marketers have long known there. In this panel, Yahoo!ís team of experts will provide an overview of the coming changes introduced as part of the "Panama" project, along with plenty of time answering questions from the audience about what's to come and how things will work.
1:30pm - 3:00pm Attendees may choose to attend one of the five sessions offered during this time.

Fundamentals Track
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:
Alex Bennert, Director of Client Services, Beyond Ink
Speakers:
Mike Grehan, CEO, Smart Interactive
Debra Mastaler, Owner, Alliance-Link.com
Eric Ward, CEO, EricWard.com

Advertising Track
Search Ad Buyers Forum
What's new in the world of paid listings and other search advertising programs? Get an update from our panel of ad buyers, with plenty of time for Q&A and audience participation in sharing tips, concern and solutions. NOTE: This session is designed for those experienced in buying search engine advertising. If you are new to search advertising, be sure to have attended Search Advertising 101 on Day 1.
Moderator:
Dana Todd, Founding Partner, SiteLab International, Inc.
Speakers:
Misty Locke, President & Co-Founder, Range Online Media
Michael Sack, Executive Vice President & Chief Technology Officer, Inceptor
Isabel Schoenberger, VP of Search, Newcars.com
Joshua Stylman, Managing Partner, Reprise Media

Issues Track
Search & Regulated Industries
Involved in pharma? Gambling? Alcohol sales? Run a medical site? Offering legal advice? Chances are, you have to deal with regulations from the government, from search engines or from your own company about what you can and cannot say on your site and in your ads. How can you stay within the rules yet not compromise your search marketing campaign? This session explores the issues.
Moderator:
Jeffrey K. Rohrs, President, Optiem, LLC
Speaker:
Heather Frahm, co-founder, Catalyst on-line
Ward Tongen, Senior Online Marketing Analyst, Medtronic eMarketing
Liana Evans, Search Marketing Manager, Commerce360
Martin Murray, Chief Executive, Interactive Return

Public Relations Track
News Search SEO
News search engines offer a great way to receive targeted traffic related to breaking topics or to help with a public relations launch. In this session, how to make use of press releases and news content to tap into the power of news search.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Andrew Goodman, Principal, Page Zero Media Inc.
Speakers:
Nan Dawkins, Partner, RedBoots Consulting
Greg Jarboe, President and Co-Founder, SEO-PR
Sally Falkow, President, Expansion Plus Inc.

Advanced Organic Track
The Bot Obedience Course
Bandwidth burdens from "good" search engines and rogue spiders alike are causing some site owners to ponder if they need to ban all bots to regain control of their web sites. Yet ban the bots, and you kiss traffic from the major search engines goodbye. How can you teach good bots to behave better and send bad bots away for good? This session provides tips and advice.
Moderator
Danny Sullivan, Founder and Editor-in-Chief, SearchEngineWatch.com
Speaker:
Jon Glick, Senior Director of Product Search and Comparison Shopping, Become.com
Bill Atchison, Owner, CrawlWall
Dan Thies, President, SEO Research Labs
Dr. Rajat Mukherjee, Senior Director of Product Management, Yahoo! Search Technology, Yahoo! Inc.
Vanessa Fox, Product Manager, Google Inc.

3:00pm - 3:30pm Afternoon Break in the Exhibit Hall
3:30pm - 5:00pm Attendees may choose to attend one of the five sessions offered during this time.

Fundamentals Track
Successful Site Architecture
Learn to successfully architect your site for search engines and how specific page elements and design technologies may impact your ability to gain good organic 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, as time allows It's highly recommended for those new to search engine marketing to have previously attended the "Search Engine Friendly Design" session on Day 1.
Moderator:
Barbara C. Coll, CEO, WebMama.com Inc.
Speakers:
Matthew Bailey, President, Site Logic Marketing
Derrick Wheeler, Senior Search Strategist, Acxiom Digital

Advertising Track
Meet The Search Ad Networks
Representatives from major search engines that sell paid listings and other search advertising discuss new aspects to their programs and answer questions in general from the audience.
Moderator:
Danny Sullivan, Founder and Editor-in-Chief, SearchEngineWatch.com
Speakers:
Dan Boberg, Senior Director, Sales Technology and Programs Yahoo! Search
Doug Stotland, Group Product Manager, adCenter, MSN Search
James Speer, VP of Product Management, IAC Search and Media, Ask.com
Emily White, Online Sales and Operations Director , Google Inc.

Issues Track
Search Engines: Friend Or Foe?
Search engines help themselves to content without asking explicit permission, building their business model around being leeches. And if you dare not play by their rules, you'll learn the meaning of the invisible web as you are banned from their indexes, never to be seen. On the paid front, search marketing firms complain that after helping build the search advertising business, search engines want to help themselves by stealing their clients. Meanwhile, direct advertisers grumble that prices are creeping higher within black box systems that no one really seems to understand. So goes some of the arguments that search engines are not your friends. On the other hand, search engines undoubtedly deliver their most valuable traffic, organic listings, for free to many sites. They are even bringing out free tools to help site owners. They also provide support to search marketing companies and brand owners alike in winning new funds for SEM activities. A look at both sides and in-between, in this session.
Moderator:
Jeffrey K. Rohrs, President, Optiem, LLC
Speakers:
Peter Hershberg, Managing Partner, Reprise Media
Jakob Nielsen, Ph.D., Principal, Nielsen Norman Group
Dana Todd, Founding Partner, SiteLab International, Inc.
Todd Malicoat, Independent Search Engine Marketing Consultant, stuntdubl
Scott Orth, Executive Director, Selytics, Inc.
Jennifer Slegg, Owner, JenSense.com
David Jakubowski, General Manager, adCenter

Public Relations Track
Meet The Blog & Feed Search Engines
A chance to hear directly from representatives who operate major blog and feed (RSS/Atom) search engines about how they operate. Plenty of time to ask questions after short presentation.
Speakers:
Adam Hertz, Vice President of Engineering, Technorati
Chris Tolles, VP, Sales and Marketing, Topix.net
Robyn DuPree, Senior Director of Product Management, Ask.com
Toni Schneider, co-founder, Sphere

Advanced Organic Track
Search Algorithm Research
This session looks at papers and patents published by major search engines and others in an effort to help site owners understand some of the academics behind how search engines find and rank web pages, along with tips on how they might best act on released information.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Rand Fishkin, CEO, SEOmoz.org
Jon Glick, Senior Director of Product Search and Comparison Shopping, Become.com
Bill Slawski, President, SEO by the Sea, Inc.

5:00pm - 6:00pm Networking Reception in the Exhibit Hall


Click to view Day 1 Agenda
Click to view Day 3 Agenda
Click to view Day 4 Agenda
Conference at a Glance

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*This agenda subject to change






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