Technology Day - April 3rd 2002

Managing Paid Placement Listings

Presented by Kevin Lee
CEO of Did-it.com
Founding partner of Interact Multimedia

Overture, ah-ha and other pay-per-click / pay-for-position search engines can provide great results for advertising vendors, but unless you utilize a logical strategy that takes into account, price, position, drop-off and spread, combined with daily monitoring and feedback, you are going to overpay per click. The key to success is to get the most clicks for the least price - in this session we'll look at the processes and tools for managing multiple PPC accounts, keywords and customers.

Affiliate Marketing: A Revenue Sharing Sales Channel and Business Model

Presented by Eva Rosenberg
CEO and President of Taxmama.com
Moderator - I-HelpDesk, Adventive.com

Merchants, manufacturers and entrepreneurs have realized the revenue-generating benefits and bottom line results of effective affiliate marketing. Affiliate marketing has become a key component of the online commerce landscape. Eva Rosenberg is a U.S. tax consultant and Internet entrepreneur, who learned early on about the benefits of affiliate marketing, and now owns and operates one of the top U.S. tax sites - Taxmama.com. Successful affiliate programs are often the primary source of online revenue. Learn some of the best practices and tools available today.

10:50 - 11:30am
Redefining the "Black Art" of Search Engine Optimization and Positioning: Part I

Presented by Barbara Coll
CEO and President of WebMama.com
(Coincidentally a similar URL to Taxmama.com, but no relation) Publisher of WebMama's Journal

Supporting Presenters: Detlev Johnston, Consultant and Heather Lloyd Martin, president of Successworks

In the past, many Search Engine Optimization (SEO) techniques were kept secret, many Search Engine Optimizers engaged in practices that attempted to deceive search engines and directories into believing their sites contained content that they did not. The SEO industry earned the reputation of conducting a kind of "black art".

Barbara will define the 'white magic' method of Search Engine Optimization - the process of making your site friendly to search engines without breaking the rules, in order to get high rankings. High Rankings = more visitor traffic. Barbara will include business cases that show how both small and large companies, B2C or B2B, can attain high search rankings that result in customer acquisition and increased sales.

11:30 - 12:15pm
Hyperlink Marketing Strategies

Presented by Dixon Jones
CEO of Receptional.com
UK Internet Marketing company specializing in
Search Engine Optimization and Positioning

Learn how to increase visitors and search results by understanding how search engines map and analyze websites and are affected by how your internal pages link to each other. We'll also look at the fundamental need for building links and how to use media, trade directories, suppliers, and your business community for both outbound and inbound linking.

1:30 - 2:00pm
Domain Name Management

Presented by Richard Lau
General Manager, MyDomain/NamesDirect
a division of NameZero.com

It's becoming common for users to guess the URL of a website before using a search engine. Learn the techniques and tools for selecting, securing and managing multiple domain names; A look at the benefits and challenges of domain forwarding, pointing and redirecting.

2:00 - 2:50pm
Interactive Marketing and Advertising: What's Working?

Presented by Greg Stuart
CEO and President of The Interactive Advertising Bureau
Based in New York, NY and San Francisco, CA

What are online publishers doing to make interactive advertising (online ad, banners, pop-ups, etc) more efficient to buy and plan? What kind of research is being conducted on the effectiveness of online ad and branding campaigns? And, what is the role and budget that interactive advertising commands as a component of the overall marketing mix?

Greg Stuart will review landmark research regarding the role of interactive advertising and the marketing mix as conducted by Dove and Microsoft, in addition Greg will deliver the world's first Interactive Ad Campaign Measurement Guidelines and what they mean in terms of making interactive campaigns more efficient to administer. Greg will also provide insight into what AOL, MSN, Disney, DoubleClick and the IABs other member companies are doing to drive the Internet as a medium for sales and marketing. Greg will also deliver brand new data that has not otherwise been made public!

3:10 - 4:00pm: Block 1| Breakout Session
a)Reaching Customers through Highly Targeted Portals
Room C180/150

Part I, Presented by Simon Jennings,
Sales Director of Yahoo! Canada

Part II, John Cokos CEO of iWeb, Inc.

This two-part session will provide an overview of industry and country specific portals. Directories like Yahoo and PPCs like Overture are not the only kinds of portals available for promoting a business online. Every industry has it's leaders, the Internet is no different. Industry specific portals have quickly become leaders in their communities - a place we turn to for specific information. Industry and country specific portals often feature relevant, objective news and information that may otherwise be difficult to find. Find out how you can increase online visibility, branding and sales through partner and promotional relationships with vertical portals.

Doing business on the Internet is still in its infancy. The way people browse and where they go to find what they are looking for changes from month-to--month, leaving enormous opportunity for developing vertical portals. Find out about the business models, costs and tools for developing vertical portals.

b) Redefining the "Black Art" of Search Engine Optimization and Positioning: Part II
Room C130

Presented by Barbara Coll
CEO and President of WebMama.com

Supporting Presenters: Detlev Johnston, Consultant and Heather Lloyd Martin, president of Successworks

In this second session, Barbara will deliver an advanced session on search engine optimization, where she will review search engine friendly architecture; the effects of interactive and development technology; and will provide insight into leading resources and tools for implementation; submission standards; and an update on the use of hallway pages, doorway pages and cloaking.

Directories and Crawlers Based Search Engines vs PPC Search Engines
Room C180/150

Panel Discussion:
Moderated by Cliff Kurtzman
Panelists: Craig Wax, Joe Sullivan, Barbara Coll, Jay Bean, Detlev Johnson, Simon Jennings from Yahoo, Brian McCarthy and Dave Rae

During the past few years, a shift has occurred in the world of Crawler Based Search Engines, Directories and Pay-for-Placement Search Engines. The business of Search Engine Optimization (SEO) sprang from the need for businesses to achieve top ten search results. Now, a new model for achieving top rankings has risen to the top - keyword bidding at pay-for-performance search engines such as Overture.com, FindWhat.com, Ah-ha.com and Search123. Today's panel of experts will discuss what lies ahead for directories, crawler-based search engines and pay-for-performance search engines, and what the future holds for the SEO industry.

Networking Dinner
Registration: 6:30 pm to 7:00 pm
Networking and Dinner: 7:00 pm to 8:00 pm
Keynote: 8:00 pm to 9:00 pm
Venue: Crowne Plaza Hotel Georgia
Address: 801 West Georgia St, Vancouver