Search engine optimisation services are enjoying something of a boom, as more and more companies realise that good search engine rankings play a crucial role in driving users to their sites.

This evening seminar examines what it takes to get that top-ten ranking for your site, and what it might cost to get you there. In addition, you'll learn some insider tips for do-it-yourself search engine optimisation, and discover how the differences and relationships between the most popular search engines and portals will influence your success.

Topics under discussion will include:

• How do search engines rank content, and what are the differences between the most popular search engines?
• What are the strengths and weaknesses of the most popular search engines, and who uses each one?
• What can you do without specialist help to improve your site's position in search engines?
• What are the true benefits of a good search engine position?
• Are any search engines 'immune' to optimisation tactics?
• Does buying 'cost per click' services boost your rankings?
• What is the relationship between paid-for directory listings and your position in the major search engines?
• Which search engines, portals and ISPs share information, and how will this influence your attempts to achieve a top-ten position?
• Ethics and the acceptable use of search engines.

Speakers

• Charles O'Neil, Account Manager, Lateral (chair)
• Eric Renom, General Manager, Netbooster Ltd
• Charles Meaden, MD, Digital Nation
• Carl Spencer, MD, Ultima Thule

Profiles

Eric Renom, General Manager, NetBooster Ltd (www.netbooster.co.uk)
Eric Renom started his career as a successful financial trader, before working in the Information Technology (IT) sector for French companies such as Medexis, Ackia, and E-naissance. He was recruited by NetBooster in June 2001 to manage their UK operations, and has subsequently developed an expertise in Search Engine Marketing. A graduate from the Reims Management School (CESEM), specialising in European management, Eric has a Bachelor of Arts (Honours) in European Business Administration.

Charles Meaden, MD, Digital Nation (www.digitalnation.co.uk)
Since its birth in 1997, Digital Nation has concentrated on internet marketing and ensuring that all of it's clients, from BT and Gartner to small businesses, achieve the maximum possible return from their sites. To do this, Charles's company has spent a considerable amount of time researching and experimenting with the best ways to drive traffic towards web sites. Recent successes include a number one slot on Google, Yahoo, MSN, Lycos, Hotbot and Altavista for the phrase "programme management" (for the Program Management Group), and number one slots on Google and Yahoo for the terms "buy to let" and "letting agents" (for the Association of Residential Letting Agents). Digital Nation also provides online market research, e-mail marketing, consultancy and a 'Frank But Fair' web site auditing service, which examines web sites' strengths and weaknesses against 50 different criteria.

Charles O'Neil, Project Manager, Lateral (Chair)
Charles O'Neil is a project manager at Lateral, the award-winning online agency, where he is responsible for all Search Engine Optimisation consulting and implementation for clients. Previously Charles worked as Technical Director for one of London's leading Search Engine Optimisation consultancies.

Carl Spencer, Managing Director, Ultima Thule Technology Ltd (www.ultimathule.net )
Ultima Thule specialises in building bespoke search engines and undertaking Robotic Data Capture (TM) using a variety of search-engine-based systems. The company, based in the North West is currently working with government agencies to research internet use by business, and in particular by SME's (small to medium-sized enterprises). Carl will be presenting his work relating to the adoption of technology by sites as well as their presence within the major search engines, adoption of keywords and the usability of sites. Ultima Thule were runners-up in this year's 'Be Inspired Business Awards 2002' in the 'Best use of Design and Innovation' category for their launch of Searchitopia (TM) - the web's first build-your-own search engine system. Carl has two degrees in engineering and moved into the world of search engines in 1998, following a 10-year career with British Aerospace.

This event is presented in association with:

Business Link for London (www.bl4london.com )

UK Online for Business www.ukonlineforbusiness.gov.uk