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 Some of it is quite good, while other information is out of date or flat-out wrong.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

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Search Engine Marketing - A Business Perspective

  1. 1. Search Engine MarketingA Business PerspectiveHans RiemerMarket Vantage LLCNorth-By-North-ShoreDanvers, MA - June 18, 2013
  2. 2. 2Why 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 ourwebsite to get there?”Quotes From Our Clients
  5. 5. 5 “I’ve heard AdWords is like a leadspigot, 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 havetanked over the past few months.Why? What should we do?”Quotes From Our Clients
  8. 8. 8Some Lessons We’ve Learned
  9. 9. SEO is just a piece of the puzzle9
  10. 10. SEO results are harder to achieve10 Reciprocal links Link wheels Blog networks Article repositories Blog comments Auto-blogs Spun content
  11. 11. Trending..11
  12. 12. Trending12 Big brands vs specialists
  13. 13. Trending13 Diversified search results– Websites– Images– Google Maps / Google+– Videos– Blogs– News
  14. 14. Trending14 Personalized search results– Logged-in– Previous Search behavior– Location– Platform / browser
  15. 15. …And Speaking of Platforms15 Phones & Tablets represent a growingshare of search and browsingplatforms– Responsive Website design is a MUST
  16. 16. Bad or Missing Data16
  17. 17. Bad or Missing Data17 Bad or Missing Data
  18. 18. Conclusions18
  19. 19. SEO is not longer something youdo to your website, or just the linksyou can build.19
  20. 20. Results are harder to measure20
  21. 21. 21
  22. 22. Diversify Your Strategy22MarketingOnline MarketingSEO
  23. 23. 23MarketingOnline MarketingSEOAdsNurtureOffine MarketingSocialBlogsPR
  24. 24. Nurture – Marketing Automation24Source:Gartner, Inc.
  25. 25. 25Marketing Automation Benefits Reverse IP / Company Lookup Inferred Leads Lead Segmentation Lead Nurturing Lead Scoring Integration with CRM
  26. 26. 26PR Agencyo Press Releaseso Recent Coverageo Media, Analysts, Blogger.Advertisingo Google AdwordsEmail Marketingo Newslettero TargetedInterneto Blogo Twittero Facebooko LinkedIno YoutubeEventso Speakingo Participatingo WebinarCommunication Plan
  27. 27. 27Online Lead Generation Tactics Blogger outreach– Blog reviews– Guest blogs LinkedIn connections LinkedIn Advertising AdWords / MS adCenter
  28. 28. 28Management Level Guide Get installments at:
  29. 29. Questions?Hans RiemerMarket Vantage LLC978-482-0130hjr@market-vantage.comBlog / Tips / Newsletter