The Premier Event for Search Engine Marketing & Optimization
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 February 28 - March 3, 2005 • Hilton New York • NYC

			
Event Hours:
Registration Hours
February 27: 5pm - 7pm (CONFERENCE & BOOTH PERSONNEL BADGE PICK-UP ONLY)
February 28: 7:30am - 5pm
March 1: 8am - 6:30pm
March 2: 8am - 5:30pm
March 3: 8am - 2pm
Conference Hours
February 28: 9am - 5:15pm
March 1: 9am - 5:30pm
March 2: 9am - 6:30pm
March 3: 9am - 2pm
Expo Hall Hours
March 1: 10am - 6:30pm (reception 5:30-6:30)
March 2: 10am - 4pm

Premier Plus Sponsors:
iProspect Search Engine Marketing


Premier Business Sponsor:
Verizon Superpages logo
SES Car Sponsor:
Accoona
Premier Sponsors:
Bruce Clay Inc logo
Enhance Interactive
Google
Lycos
MachInteractive
Zunch
Wi-Fi Lounge Sponsor:
Info.com
Media Sponsors:
BtoB
DMNews
HostingTech
Target Marketing
Analyst Sponsor:
Official News Distribution Service:
Business Wire VPO
Hosted By:
Search Engine Watch
ClickZ

Agenda* - Wednesday, March 2, 2005
Day 3 - Conference & Exhibit Hall

Exhibit Hall Hours: 10:00am - 4:00pm
8:00am - 9:00am Registration and Continental Breakfast
9:00am - 10:30am Attendees may choose to attend one of the two sessions offered during this time.

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. The latter part of the session takes volunteers from the audience and examines their web sites live to provide general feedback about changing them to improve visitor conversion.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Mike Sack, SVP and Chief Product Officer, Inceptor Inc.
Bryan Eisenberg, Co-Founder and CPO (Chief Persuasion Officer), Future Now, Inc.

Search Convergence
Web search is morphing into consumer search and making it possible to search for things in a variety of new ways. Search for TV listings through your PVR! Search your desktop with new apps as easily as you search the web. How are the major search players expanding past their web roots to bring search into every facet of our lives -- and on platforms outside the web browser. This session looks at the convergence of search with everyday life and the opportunities it may offer to marketers.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Gerry Campbell, VP & GM Search & Navigation, America Online, Inc.
Bradley Horowitz, Director of Media and Desktop Search, Yahoo!
Jim Lanzone, Senior Vice President of Search Properties, Ask Jeeves
Marissa Mayer, Director, Consumer Web Products, Google
Oshoma Momoh, General Manager, MSN Search

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

Measuring & Converting Track
Measuring Success Overview

How do you know if you've been successful with search engines? You can check your "rank" at search engines for particular keywords, analyze log files to see the actual terms people used to reach your web site or make the ultimate jump and "close the loop" by measuring sales conversions and return-on-investment (ROI). This panel explores ways to measure success and what statistics you should really care about. Last part of session offers Q&A with measuring tool vendors.
Moderator:
Eric T. Peterson, Analyst, Site Technologies and Operations, JupiterResearch
Speakers:
Laura Thieme, President and Founder, Bizresearch
Bryan Eisenberg, Co-Founder and CPO (Chief Persuasion Officer), Future Now, Inc.
Q&A Panelists:
Akin Arikan, Sr. Product Manager, NetTracker at Sane Solutions
Brett Crosby, VP Marketing, Urchin Software Corporation
John Marshall, CEO, ClickTracks.com
Jason Palmer, Vice President of Marketing & Product Management, WebTrends

Advertising Track
Click Fraud: A Legal Look

Click fraud is a growing concern among search marketers. But who ultimately is to blame. Do the search engines need to police more? It is the marketer's responsibility to audit closely? Are those doing the bogus clicking likely to face penalties. In this session, a look at the issue of click fraud and an examination of the legal issues.
Moderator:
Jeffrey K. Rohrs, President, Optiem LLC
Speakers:
Ben Edelman Ph.D. candidate, Department of Economics at Harvard University
Adam L. Penenberg, Wired News media columnist & Assistant Professor, New York University
Peter D. Raymond, Partner, Reed Smith
Jessie Stricchiola, Founder, Alchemist Media Inc.
Danny Sullivan, Editor, SearchEngineWatch.com
Lori Weiman, Director, KeywordMax

Vertical Track
Local Search Marketing Tactics

This session looks at ways search marketers are tapping into an an audience using local search engines, online yellow pages and other local search methods.
Moderator:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Patricia Hursh, President, SmartSearch Marketing
Justin Sanger, President, LocalLaunch!
Stacy Williams, President, Prominent Placement, Inc.

Organic Track
Organic Listings Forum

Pose questions to our panel of experts about free "organic" listing issues, plus participate in this session that allows the audience to share tips, tools and techniques. There's no set agenda, so this is an ideal session to discuss any major recent changes with organic listings.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Bruce Clay, President, Bruce Clay, Inc.
Todd Friesen, Owner/Founder, Oilman Promotions
Mike Grehan, CEO, Smart Interactive

Clinics Track
Site Clinic

This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines. It repeats at different times during the show. Attend whatever session is most convenient!
Moderator:
Elisabeth Osmeloski, SEM Consultant
Speakers:
Mikkel deMib Svendsen, CTO, RedZoneGlobal
Scottie Claiborne, Web Marketing Analyst, The Karcher Group

12:30pm - 1:45pm Networking Lunch - 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.
1:45pm - 3:15pm Attendees may choose to attend one of the five sessions offered during this time.

Measuring & Converting Track
Measuring Success Tactics

Come hear real life examples of how companies are measuring their success with search engine marketing. Each case study involves a particular goal that was sought and how the company set up tools and procedures to measure if that goal was met. Ideally suited for those who attended the "Measuring Success Overview" session.
Moderator:
Eric T. Peterson, Analyst, Site Technologies and Operations, JupiterResearch
Speakers:
Anne Kennedy, Managing Partner, Beyond Ink
Kent Lewis, President, Anvil Media, Inc.
John Tawadros, Vice President, Client Services and Technology, iProspect

Advertising Track
Brand Summit: Life After Google-Geico

The issue of trademarked terms linked to search ads has long been a hot topic with advertisers. The recent Google-Geico case appears to give the search engines some all clear to continue on as before. Experts look at recent developments and the issues, as well as try to determine if there are non-legal alternatives that might please all the interested parties: advertisers, brand holders and search ad networks.
Moderator:
Jeffrey K. Rohrs, President, Optiem LLC
Speakers:
Charles D. Ossola, Partner, Arnold & Porter (Counsel for GEICO in GEICO v. Google)
Barry Felder, Esq., Partner, Brown Raysman Millstein Felder & Steiner LLP (Counsel for Playboy in Playboy v. Netscape)
Danny Sullivan, Editor, SearchEngineWatch.com
Bruce Boyden, Senior Associate, Proskauer Rose LLP
Hilary Weber, Senior Practice Leader, Internet Marketing, Kaiser Permanente

Vertical Track
Meet The Local Search Engines

Major search engines are rolling out new ways to target the local audience in the United States -- those seeking products and services linked to a particular geography, such as "chicago dentists" or "new york restaurants." This session looks at new developments in local targeting among some major players.
Moderator:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Barnaby Dorfman, Vice President of Product Development at A9.com, Amazon.com's search subsidiary
Paul Levine, General Manager, Yahoo! Local
Ryan Massie, Product Manager, Ask Jeeves
Dariusz Paczuski, Vice President Search & Navigation, America Online, Inc.
Google

Organic Track
CSS Myths, Mistakes & Reality

CSS and other advanced design techniques allow for greater flexibility when constructing web sites. Good web standards usage of these techniques can lower bandwidth costs and make it easier to publishing to multiple browsers or viewer types. But search engines may not recognize some CSS design elements. Some might abuse CSS to spam search engines. Others might depend so heavily on CSS that a site could lack some search engine friendliness. And others might assume that some CSS techniques provide a boost in search rankings, when they do not. In this session, a look at how CSS relates to web standards, how standards can be helpful to site owners and the current state of how search engines interact with CSS.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Matthew Bailey, Web Marketing Director, The Karcher Group
Tim Mayer, Director of Product Management, Yahoo!
Eric A. Meyer, Principal Consultant, Complex Spiral Consulting
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Clinics Track
Ad Copy & Landing Page Clinic

A continuation of the "Creating Compelling Ads & Landing Pages" session held on Day 2, this clinic will examine actual ads and landing pages offered up by volunteers from the audience, suggesting changes that may improve clickthrough and conversion.
Speakers:
Brad Geddes, Senior PPC Analyst, LocalLaunch.com
Jessie Stricchiola, Founder, Alchemist Media Inc.
Tony Wright, VP, Media - Interactive Marketing, Zünch Communications, Inc.

3:15pm - 3:45pm Afternoon Refreshment Break
3:45pm - 5:15pm Attendees may choose to attend one of the five sessions offered during this time.

Measuring & Converting Track
Measuring Offline Sales & Conversion

Can you tell if your search engine marketing campaign is driving offline sales of products or services? There are ways to measure! Learn how at this session and why not knowing means you may not be judging your campaigns correctly.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Patricia Hursh, President, SmartSearch Marketing
Misty Locke, President & Co-Founder, Range Online Media
Mike Sack, SVP and Chief Product Officer, Inceptor Inc.
Jon Schepke, Co-CEO, Proceed Interactive

Advertising Track
Search Engine Advertising Forum

What's new in the world of paid listings and other search engine advertising programs? Get an update from 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:
Rebecca Lieb, Executive Editor, the ClickZ Network
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.

Vertical Track
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
Speakers:
Massimo Burgio, San Francisco Branch Manager, Ad Maiora
Tor Crockatt, Head of Editorial - Europe, Espotting
Bill Hunt, President/CEO, Global Strategies International
Harrison Magun, Vice President, Managing Director, Avenue A | Razorfish Search

Organic Track
Redirects & Rewriting

Moving your site? Have multiple domains? Have non-search engine friendly URLs? Got broken pages? This panel looks at methods of redirecting traffic to help your preserve search engine traffic, as well as ways to rewrite URLs to please search engines.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Matthew Bailey, Web Marketing Director, The Karcher Group
Jake Baillie, Product Manager, TrueLocal
Bruce Clay, President, Bruce Clay, Inc.
Rob Sullivan, Production Manager, Enquiro
John Riccardi, Product Manager, Yahoo!

Clinics Track
Site Clinic

This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines. It repeats at different times during the show. Attend whatever session is most convenient!
Moderator:
Elisabeth Osmeloski, SEM Consultant
Speakers:
Todd Friesen, Owner/Founder, Oilman Promotions
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

5:30pm - 6:30pm 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.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com


Click to view Day 1 Agenda
Click to view Day 2 Agenda
Click to view Day 4 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.




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