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Search Engine Marketing - A Business Perspective

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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 Some of it is quite good, while other information is out of date or flat-out wrong.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.

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 Some of it is quite good, while other information is out of date or flat-out wrong.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.

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Search Engine Marketing - A Business Perspective

  1. 1. Search Engine Marketing A Business Perspective Hans Riemer Market Vantage LLC North-By-North-Shore Danvers, MA - June 18, 2013
  2. 2. 2 Why This Matters: The End of Interruptive Marketing
  3. 3. 3  “We need to be #1 on Google for ___.” Quotes From Our Clients
  4. 4. 4  “What do we need to do to our website to get there?” Quotes From Our Clients
  5. 5. 5  “I’ve heard AdWords is like a lead spigot, you can turn it on and off.” Quotes From Our Clients
  6. 6. 6  We tried AdWords, didn’t work for us. Quotes From Our Clients
  7. 7. 7  “Our search engine rankings have tanked over the past few months. Why? What should we do?” Quotes From Our Clients
  8. 8. 8 Some Lessons We’ve Learned
  9. 9. SEO is just a piece of the puzzle 9
  10. 10. SEO results are harder to achieve 10  Reciprocal links  Link wheels  Blog networks  Article repositories  Blog comments  Auto-blogs  Spun content
  11. 11. Trending.. 11
  12. 12. Trending 12  Big brands vs specialists
  13. 13. Trending 13  Diversified search results – Websites – Images – Google Maps / Google+ – Videos – Blogs – News
  14. 14. Trending 14  Personalized search results – Logged-in – Previous Search behavior – Location – Platform / browser
  15. 15. …And Speaking of Platforms 15  Phones & Tablets represent a growing share of search and browsing platforms – Responsive Website design is a MUST
  16. 16. Bad or Missing Data 16
  17. 17. Bad or Missing Data 17  Bad or Missing Data
  18. 18. Conclusions 18
  19. 19. SEO is not longer something you do to your website, or just the links you can build. 19
  20. 20. Results are harder to measure 20
  21. 21. 21
  22. 22. Diversify Your Strategy 22 Marketing Online Marketing SEO
  23. 23. 23 Marketing Online Marketing SEOAds Nurture Offine Marketing Social Blogs PR
  24. 24. Nurture – Marketing Automation 24 Source: Gartner, Inc.
  25. 25. 25 Marketing Automation Benefits  Reverse IP / Company Lookup  Inferred Leads  Lead Segmentation  Lead Nurturing  Lead Scoring  Integration with CRM
  26. 26. 26 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
  27. 27. 27 Online Lead Generation Tactics  Blogger outreach – Blog reviews – Guest blogs  LinkedIn connections  LinkedIn Advertising  AdWords / MS adCenter
  28. 28. 28 Management Level Guide  Get installments at:  www.market-vantage.com/internet- marketing-resources/newsletter/
  29. 29. Questions? Hans Riemer Market Vantage LLC 978-482-0130 hjr@market-vantage.com Blog / Tips / Newsletter at www.market-vantage.com 29

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