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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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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

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SEO is just a piece of the puzzle
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SEO results are harder to achieve
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 Reciprocal links
 Link wheels
 Blog networks
 Article repositories
 Blog comments
 Auto-blogs
 Spun content

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Trending..
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Trending
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 Big brands vs specialists

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Trending
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 Diversified search results
– Websites
– Images
– Google Maps / Google+
– Videos
– Blogs
– News

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Trending
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 Personalized search results
– Logged-in
– Previous Search behavior
– Location
– Platform / browser

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…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

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Bad or Missing Data
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Bad or Missing Data
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 Bad or Missing Data

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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

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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 Agency
o Press Releases
o Recent Coverage
o Media, Analysts, Blogger.
Advertising
o Google Adwords
Email Marketing
o Newsletter
o Targeted
Internet
o Blog
o Twitter
o Facebook
o LinkedIn
o Youtube
Events
o Speaking
o Participating
o 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-
marketing-resources/newsletter/

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Questions?
Hans Riemer
Market Vantage LLC
978-482-0130
hjr@market-vantage.com
Blog / Tips / Newsletter at
www.market-vantage.com
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