Trends in Search Engine Optimization and Search Engine Marketing
Search Engine Marketing - A Business Perspective
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Search Engine Marketing A Business Perspective Hans Riemer Market Vantage LLC North-By-North-Shore Danvers, MA - June 18, 2013
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A management approach to SEO or Search Engine Optimization. When it comes to SEO, there's no shortage of information on what to do and how to do it. Some of it is quite good, while other information is out of date or flat-out wrong. This presentation, delivered at the North-By-North-Shore conference near Boston in June, 2013, focuses on the overall strategy and issues that senior management must address to be successful with Search Marketing.
Transcript of Search Engine Marketing - A Business Perspective
Search Engine Marketing
A Business Perspective
Hans RiemerMarket Vantage LLC
North-By-North-ShoreDanvers, MA - June 18, 2013
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Why This Matters:The End of Interruptive Marketing
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“We need to be #1 on Google for ___.”
Quotes From Our Clients
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“What do we need to do to our website to get there?”
Quotes From Our Clients
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“I’ve heard AdWords is like a lead spigot, you can turn it on and off.”
Quotes From Our Clients
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We tried AdWords, didn’t work for us.
Quotes From Our Clients
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“Our search engine rankings have tanked over the past few months. Why? What should we do?”
Quotes From Our Clients
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Some Lessons We’ve Learned
SEO is just a piece of the puzzle
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SEO Messa
ge
Usability
CTAs
SEO results are harder to achieve
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Reciprocal linksLink wheelsBlog networksArticle repositoriesBlog commentsAuto-blogsSpun content
Trending..
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Trending
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Big brands vs specialists
Trending
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Diversified search results– Websites– Images– Google Maps / Google+– Videos– Blogs– News
Trending
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Personalized search results– Logged-in– Previous Search behavior– Location– Platform / browser
…And Speaking of Platforms
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Phones & Tablets represent a growing share of search and browsing platforms– Responsive Website design is a MUST
Bad or Missing Data
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Bad or Missing Data
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Bad or Missing Data
Conclusions
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SEO is not longer something you do to your website, or just the links you can build.
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Results are harder to measure
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Diversify Your Strategy
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Marketing
Online Marketing
SEO
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Marketing
Online Marketing
SEOAds
Nurture
Offine Marketing
Social
Blogs
PR
Nurture – Marketing Automation
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Source:Gartner, Inc.
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Marketing Automation Benefits
Reverse IP / Company Lookup Inferred Leads Lead Segmentation Lead Nurturing Lead Scoring Integration with CRM
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PR Agencyo Press Releaseso Recent Coverageo Media, Analysts, Blogger.
Advertisingo Google Adwords
Email Marketingo Newslettero Targeted
Interneto Blogo Twittero Facebooko LinkedIno Youtube
Eventso Speakingo Participatingo Webinar
Communication Plan
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Online Lead Generation Tactics
Blogger outreach– Blog reviews– Guest blogs
LinkedIn connections LinkedIn Advertising AdWords / MS adCenter
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Management Level Guide
Get installments at: www.market-vantage.com/internet-mark
eting-resources/newsletter/
Questions?
Hans Riemer
Market Vantage LLC
978-482-0130
Blog / Tips / Newsletter at
www.market-vantage.com
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