In-House SEM: How to Get What YOU Want Dan London - ShareFile Director of Online Marketing @DanLondon
CEO Why are some results highlighted in yellow?
Lead Engineer What exact percentage does that impact Google’s algorithm?
Engineer I read on Wikipedia that Google doesn’t even look at the copy on the page to determine keyword relevance.
VP of Marketing Why don’t we bid on the term Britany Spears?
CFO If we don’t bid on any branded terms, we could save thousands.
PR Our PR service automatically search engine optimizes our press releases.
Social Media Look at all our Facebook fans.
What Can YOU Do?
Show a Clear ROI Path
Thorough Competitor Analysis
Educate
Speak Their Language
Show Impact
Let People Feel Involved
Worst Case/Best Case
Get on the Roadmap
Make Friends
Tattle
Be Pushy… Sometimes
Teach People How To…
Make it Easy
Do It Yourself
Ignore Sales Calls
Large Company = Not an Excuse
Drawings By  Rachel Nabors RachelTheGreat.com
Secure File Transfer  &  Virtual Data Room Solutions  for Businesses
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In House SEM: How to Get What You Want

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My presentation given during SearchExchange in Charlotte, NC May 2011.

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In House SEM: How to Get What You Want

  1. 1. In-House SEM: How to Get What YOU Want Dan London - ShareFile Director of Online Marketing @DanLondon
  2. 2. CEO Why are some results highlighted in yellow?
  3. 3. Lead Engineer What exact percentage does that impact Google’s algorithm?
  4. 4. Engineer I read on Wikipedia that Google doesn’t even look at the copy on the page to determine keyword relevance.
  5. 5. VP of Marketing Why don’t we bid on the term Britany Spears?
  6. 6. CFO If we don’t bid on any branded terms, we could save thousands.
  7. 7. PR Our PR service automatically search engine optimizes our press releases.
  8. 8. Social Media Look at all our Facebook fans.
  9. 9. What Can YOU Do?
  10. 10. Show a Clear ROI Path
  11. 11. Thorough Competitor Analysis
  12. 12. Educate
  13. 13. Speak Their Language
  14. 14. Show Impact
  15. 15. Let People Feel Involved
  16. 16. Worst Case/Best Case
  17. 17. Get on the Roadmap
  18. 18. Make Friends
  19. 19. Tattle
  20. 20. Be Pushy… Sometimes
  21. 21. Teach People How To…
  22. 22. Make it Easy
  23. 23. Do It Yourself
  24. 24. Ignore Sales Calls
  25. 25. Large Company = Not an Excuse
  26. 26. Drawings By Rachel Nabors RachelTheGreat.com
  27. 27. Secure File Transfer & Virtual Data Room Solutions for Businesses

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