Introduction To Search Engine Marketing
Who are the major search engines? How can their editorial listings send you "natural" or "organic" traffic from them for free through "search engine PR" or "search engine optimization" efforts? How can you purchase top rankings or placement through "search engine advertising" opportunities? This must-attend session for beginners provides an overview of key concepts.
Danny Sullivan, Editor, SearchEngineWatch.com

Search Engine Advertising Update
What's new in the world of paid listings and other search engine advertising programs? Get an update from both ad buyers and sellers.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise

Panelists:
Brad Byrd, Director of Business Development, NewGate Internet
David Fischer, Google
Eric Sternbach, Vice President of Advertiser Sales, Overture
Dana Todd, Founding Partner, SiteLab International, Inc.

Tips & Tools Forum
A panel of search engine marketing experts share tips, techniques and tools related to search engine positioning, with ample time for Q&A and audience participation in sharing knowledge.
Moderator:
Detlev Johnson, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc.
Panelists:
Bruce Clay, President, Bruce Clay, LLC
John Heard, President, Beyond Engineering, Freelance Writer, Planet Ocean
Bill Hunt, Global Strategies, LLC
Terry Plank, Academy of Web Specialists LLC

Search Engine Friendly Design: Essential Basics
How can you build a web site from the ground up that pleases both crawler-based search engines and your visitors? Discover how "search engine friendly" design can tap into "organic" or editorial listings 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 Search Engine Friendly Design: Advanced Issues session on Day 2.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Panelist:
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Paid Listing Tools
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 covers tools that help you close bid "gaps" and measure return on investment from your paid listings. NOTE: The session is designed for those who are already familiar with how paid placement works.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelists:
Alan Bombria, CEO, BidRank Software
Lance Loveday, President, Closed Loop Marketing
Harrison Majun, GO TOAST
Craig Paddock

Shop Talk Forum
This moderator-led session allows the audience to raise questions relating to search engine marketing and get advice from other attendees.
Moderator:
Detlev Johnson, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc.

Search Term Research
The bedrock to success with search engines is understanding which search terms to target. Fail in that, and your audience may never find you. This session covers ways to undertake search term research that is crucial to winning with your search engine marketing efforts. Toward the end of the session, volunteers from the audience will have their sites reviewed for search term research issues.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise

Panelists:
Andy Beal, Vice President of Marketing, KeywordRanking.com
Sherwood Stranieri, Catalyst Online
Dr. Amanda Watlington, Director of Research, iProspect

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. Toward the end of the session, volunteers from the audience will have their sites reviewed for sales conversion issues.
Moderator:
Detlev Johnson, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc.
Panelists:
Michael Sack, SVP and Chief Product Officer, Inceptor Inc
Nick Usborne, Consultant, www.nickusborne.com and Moderator, I-Copywriting

SEO/SEM Vendor Forum
Do you offer search engine optimization or search engine marketing services to others? This moderator-led session offers the chance to ask your colleagues in the audience for advice about how they handle dealing with clients, pricing, product sales and other issues.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelist:
Greg Boser, President, WebGuerrilla, LLC

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.
Moderator:
Detlev Johnson, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc. Panelists:
Heather Lloyd Martin, President, SuccessWorks
Jill Whalen, Owner, HighRankings.com

Perfecting Paid Listings
Want more out of your paid listings? Then learn about reasons to test different creative, to consider your "landing" pages carefully, to measure your return-on-investment (ROI) and more. NOTE: This session is designed for those who are already familiar with how paid placement works. Also, the "Paid Listings Clinic" immediately following this session provides an opportunity to volunteer for a live review of your paid listings for potential improvements.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise

Panelists:
Andrew Goodman, Principal, Page Zero Media Inc.
Kevin Lee, CEO, Did It
Jim Novo, Drilling Down
Jessie Stricchiola, Founder, Alchemist Media Inc.

Doing It In House Forum
Performing search engine optimization or marketing work in house? This session explores issues unique to you. It also addresses what to do if you decide ultimately to outsource. In addition to panel presentations, there will be time for Q&A and audience participation in sharing knowledge.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com

Panelists:
Cam Balzer, Online Marketing Manager, ConsumerGuide.com
Anthony Muller, President, Web Mercs Inc
Marshall D. Simmonds, Director of Search, About.com

Question Time
Got questions about search engine marketing issues? Come put them to a panel of experts, in this session.
Daniel Dulitz, Software Engineer, Google
Danny Sullivan, Editor, SearchEngineWatch.com

Paid Listings Clinic
This session asks for volunteers from the audience then goes live on to the web to examine their paid listings campaigns and offer advice about potential improvement to ad creative and landing pages.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise

Panelists:
Andrew Goodman, Principal, Page Zero Media Inc.
Kevin Lee, CEO, Did It
Jessie Stricchiola, Founder, Alchemist Media Inc.

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.
Panelists:
Detlev Johnson, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc.
Chris Churchill, Search Engine Marketing Manager, Keynote NetMechanic