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Marketing Strategy for Search

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This is all about the (many) time(s) we’ve been fired by search clients. Understand, we get fired less often than we get hired. That’s why Portent still exists. But there are those cases where you fervently believe you did everything right, the client can’t point to any issues, and yet you still get thrown out on your behind.

Frustrating. So I started digging – I asked a lot of uncomfortable questions of my clients. Of former clients. Of clients in the act of becoming former clients.
75% of them – literally, I kept count – said things like “we just felt like we wanted… more.”

That was puzzling, because we’ve delivered within our scope of work, every time. Clearly, something else is going on.

I asked more uncomfortable questions (trust me, they’re not fun) and slowly realized that this isn’t about the work for which we were hired. It’s about the context in which the work took place. It’s about strategy.

Published in: Marketing

Marketing Strategy for Search

  1. aka: ONE TRICK PONIES GET SHOT STRATEGIC THINKING FOR SEARCH Ian Lurie @portentint www.portent.com
  2. STRATEGIC THINKING EXPANDS OUR VALUE AS SEARCH MARKETERS
  3. SERIOUSLY?!!!!
  4. LET’S BEAT THAT TACTIC TO DEATH, SHALL WE?
  5. THE INANE POP CULTURE REFERENCE WILL SEE YOU NOW Ian  Lurie,  portent.com  
  6. WE ARE ALL GUILTY
  7. CONTENT MARKETING
  8. INFOGRAPHICS
  9. INFOGRAPHICS CURATION SEARCH MARKETING LOCAL SEARCH CONTENT MARKETING LINK BUILDING SNAPCHAT MARKETING INBOUND MARKETING SEO VIDEO SEO SOCIAL MEDIA PAID SOCIAL MEDIA LONGFORM CONTENT DEVELOPMENT MOBILE RICH MEDIA INFLUENCER MARKETING DIGITAL PR AFFINITY MARKETING PERFORMANCE MARKETING AFFILIATE MARKETING CONTENT SPINNING TWITTER MARKETING FACEBOOK MARKETING WE’REJUSTPEDDLING TACTICS ALL MARKETING
  10. greetings of the day!!!
  11. NO ONE CARES ABOUT THE VENDING MACHINE
  12. noooooooo
  13. CLIENTS PAY US FOR AN OUTCOME
  14. BRING THE DISCUSSION BACK TO THE OUTCOME
  15. STRATEGY
  16. $40,000 please NO
  17. “WE NEED A 2-YEAR STRATEGY” NO
  18. THERE IS A STRATEGY NO
  19. STRATEGY = GOAL NO
  20. NO
  21. STRATEGY IS AN APPROACH
  22. STRATEGY JUDGES TACTICS BASED ON PARAMETERS, AND MEASURES THEM USING KPIS AGAINST GOALS
  23. STRATEGY JUDGES TACTICS BASED ON PARAMETERS, AND MEASURES THEM USING KPIS AGAINST GOALS
  24. A MEASURABLE OUTCOME THAT MEANS ORGANIZATIONAL SUCCESS
  25. NO GOALS
  26. Unified Internet Marketing Strategy Client teams are led by Portent’s in-house account strategists – their single focus to craft and execute effective, custom online campaigns LEARN MORE › CONTACT US › FREE WEBINAR // FEB 26 Paid Social: Why Your Social Media Manager Is Overwhelmed and Needs Help BLOG POST // MAY 13 One-Trick Ponies Get Shot: Doing Digital Strategy Right BLOG POST NOV 20 Allies, not rockstars: Influencer research for us mortals BLOG POST // JAN 22 The C Major Scale of Analytics BLOG POST // JAN 13 Shockwaves in Seattle: KamQuake and the Twitter Correlation BLOG POST // JAN 8 Starbucks stirs the heart: Strength in the Brand Story Left Brain vs. Right Brain? We Call Bullsh*t. There, we said it. Because if there’s one thing we’ve learned from 20 years in the digital marketing business, it’s that the pace of disruption and innovation demands a “whole brain” approach. “Either / or” has given way to “both, and then some.” We focus on a range of services that span digital marketing strategy to creative development to tactical deployment to analytics. It’s an integrated approach that optimizes what works and iterates on what doesn’t. And it’s how we take “killer creative” and turn it into remarkable communications that pass the smell test. OUR PHILOSOPHY › CONNECT CONVERSE CONVERT Clients TIME FOR A NEW YEAR'S RESOLUTION Resolve to Optimize Your Website and Grow Your Business in 2015. Our SEO Audits can help! SIGN ME UP NOW! › Portent, Inc. Follow us: Phone: 206.575.3740 Email: info@portent.com 506 2nd Ave. Suite 1700 Seattle, WA 98104-2354 Directions Careers Staff Philosophy News Webinar Blog © 1995-2014, Portent, Inc. All Rights Reserved. Privacy Policy Services Work Advantage Insights Tools Blog Contact Increase Visibility. Get More Traffic. Search engine optimization can mean the difference between being discovered and being ignored. Between growing revenue or status quo. Between success and failure. And search is constantly evolving. Portent’s search engine optimization consultants are constantly staying ahead of the curve, too. We deliver measurable results. We are the SEO consulting company that you can trust to drive more organic traffic to your site. 75 of web traffic originates from search engines We help our clients increase their site visibility by making them relevant online. We create customized SEO campaigns that focus on many elements, including: intensive keyword research, site structure and internal linking reviews, content creation and optimization, and technical site audits. We offer a variety of solutions for every unique challenge from complete SEO management to individual campaign consulting and training. View a more in-depth description of our SEO services here. We specialize in several areas of SEO, such as technical SEO, User Experience search strategy, link-building, local search strategy, and international search strategy. Our search consultants also can work closely with our web Analytics department to provide insights on your site’s visitor behavior and improve conversion rates. We also work with our creative department to make sure all website redesigns we roll out are rock-solid in terms of search optimization. An SEO Approach That’s Visionary We use a strictly ethical, white hat approach to all our SEO strategies. Even before the Panda and Penguin algorithm updates, we touted that our clients should only trust their site’s search optimization and link-building efforts to an SEO company that adheres to search engine webmaster guidelines. Not only has Portent made white hat SEO part of our normal process, but we also strive to be visionary. We are always thinking ahead about how to approach SEO in a way that isn’t reactionary to algorithm updates. Instead, we strategize how to make your site provide a great user experience. It’s all about your customers, after all. Hire Portent for your SEO consulting needs: CONTACT US NOW! › LEARN MORE Google Penalty Recovery Local SEO Services SEO Services TALK TO US 206.575.3740 info@portent.com STAY UP TO DATE. Sign up to receive our SEO Email Series! E-Mail By clicking submit you are agreeing to our terms and conditions and privacy policy. SIGN ME UP › SEO Consulting Measurable search strategies connect clients to their customers % Portent, Inc. Follow us: Phone: 206.575.3740 Email: info@portent.com 506 2nd Ave. Suite 1700 Seattle, WA 98104-2354 Directions Careers Staff Philosophy News Webinar Blog © 1995-2014, Portent, Inc. All Rights Reserved. Privacy Policy Services Work Advantage Insights Tools Blog Contact SEO PPC STRATEGY CREATIVE CONTENT SOCIAL MEDIA ANALYTICS SITE ACCELERATOR
  27. “IT’S A SECRET” NO
  28. “MORE” NO
  29. “MORE LINKS” NO
  30. ASK WHY NO, NO, I JUST WANT MORE LINKS
  31. UNTIL THE CLIENT WANTS TO SLAP YOU UNTIL THERE ARE NO‘WHYS’LEFT
  32. “WHY MORE LINKS?” SO I CAN RANK HIGHER.
  33. “BECAAAUUUUUSEEEE?” I WANT TO SELL MORE STUFF. DUDE, ENOUGH ALREADY!
  34. OK, FINE, SMARTASS. I WANT TO INCREASE SALES 5X
  35. NO PROBLEM
  36. STRATEGY JUDGES TACTICS BASED ON PARAMETERS, AND MEASURES THEM USING KPIS AGAINST GOALS
  37. A VALUE USED TO MEASURE PROGRESSTOWARDS THE GOAL
  38. IMPROVE KPI BY X% MOVES ME Y% CLOSER TO GOAL
  39. ORGANIC TRAFFIC?
  40. CONVERSIONS
  41. ANALYTICS BUSTED FOR SIX MONTHS sonofa #$!%*
  42. BUILD AROUND VISITOR VALUE
  43. CONVERSIONS VISITS $$$$$
  44. DIG OUT THE PARAMETERS THERE IS ALWAYS DATA. YOU HAVE TO DIG FOR IT.
  45. CORPORATE SALES DATA
  46. ANECDOTAL INFORMATION
  47. LOG FILES
  48. SERIOUSLY, IAN, I’VE GOT NOTHING
  49. LUCKY YOU!!!!
  50. TEST GOAL SCENARIOS
  51. “TO REACH MY GOAL, I NEED TO GROW TRAFFIC 900%”
  52. “IF I IMPROVE CONVERSION RATE X%, I’LL IMPROVE MY KPI”
  53. ok, so I'm stoned
  54. STRATEGY JUDGES TACTICS BASED ON PARAMETERS, AND MEASURES THEM USING KPIS AGAINST GOALS
  55. PARAMETERS PUT TACTICS AND KPIS IN CONTEXT
  56. CONSTRAINTS OPPORTUNITIES = CONTEXT +
  57. CONSTRAINT NO DEVELOPMENT RESOURCES
  58. CONSTRAINT BUDGET
  59. CONSTRAINT AN INSANE BOSS/CLIENT/TEAM
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  61. /en-us/ /en-US/US-Distribution /en-US/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z WEEEEEEEEEEEEEE
  62. OPPORTUNITIES ZERO PPC SPEND
  63. OPPORTUNITIES BEST PRACTICES
  64. HIGH CART ABANDONMENT
  65. OPPORTUNITY POOR SITE PERFORMANCE LOUSY SITE PERFORMANCE: GOOGLE PAGE SPEED
  66. UNANSWERED QUESTIONS: QUORA.COM
  67. STRATEGY JUDGES TACTICS BASED ON PARAMETERS, AND MEASURES THEM USING KPIS AGAINST GOALS
  68. THE THINGS YOU DO
  69. THE SMELL TEST
  70. IS THIS TACTIC, GIVEN PARAMETERS, THE BEST WAY TO IMPROVE THE KPI RESULT?
  71. FIX TITLE TAGS? TRACE REDIRECTS? REBUILD SITE? FIX 404s? MAJOR CONTENT INITIATIVE?
  72. REGULAR STRATEGIC SESSIONS
  73. AND THE CLIENT’S IDEAS
  74. CONTENT? GOAL: 2X SALES IN 3 MONTHS CONSTRAINT: DEV RESOURCES OPPORTUNITY: WRITERS TACTIC: CONTENT MARKETING
  75. PEW
  76. CONTENT? AGGRESSIVE PROMOTION SEO BEST PRACTICES SOCIAL BEST PRACTICES
  77. RETARGETING? GOAL: 2X SALES IN 3 MONTHS CONSTRAINT: DEV RESOURCES OPPORTUNITY: ABANDONMENT TACTIC: RETARGETING
  78. SEO BEST PRACTICES? GOAL: 2X SALES IN 3 MONTHS CONSTRAINT: DEV RESOURCES OPPORTUNITY: CAN ONLY GO UP TACTIC: SEO BASICS
  79. MINTY FRESH!
  80. STRATEGY JUDGES TACTICS BASED ON PARAMETERS, AND MEASURES THEM USING KPIS AGAINST GOALS
  81. A MEASURABLE OUTCOME THAT MEANS ORGANIZATIONAL SUCCESS GOAL
  82. A VALUE USED TO MEASURE PROGRESSTOWARDS THE GOAL KPIs
  83. PARAMETERS PUT TACTICS AND KPIS IN CONTEXT
  84. THE THINGS YOU DO TACTICS
  85. I’M NOT AN OPTIMIST
  86. BUT THIS REALLY WORKS
  87. STRATEGIC THINKING EXPANDS OUR VALUE AS SEARCH MARKETERS
  88. CHECK OUT THE SEO!!!! i am da boss!!!
  89. DANK JE
  90. ON KINDLE bit.ly/ onetrick
  91. COMMENCE HECKLING Ian Lurie @portentint www.portent.com portent.co/onetrickpony

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