In the last installment of this series on Destination Search Engine Marketing we discussed a few things that you can do to build a site that truly deserves to be ranked well in the search engines. Starting next week I'll discuss each of the seven specific building blocks in building a Destination Website, but before we jump to that let's look at what it means to actually employ a Destination SEM Campaign. Marketing a Destination Website is really not that much different from marketing any other kind of site. We look to the same effective strategies that are employed time and time again by the most successful websites: Strong on- and off-page SEO that thinks beyond search engine rankings Excellent content that delivers on-page customer performance and persuades visitors to take action (conversions) Exceptional offline marketing efforts that merge seamlessly with the online efforts Superb business management and customer satisfaction that goes well beyond the sale The … [Read more...] about Destination Search Engine Marketing, Part IV: It’s Not Just Marketing as Usual
Search engine marketing strategy
Yesterday I introduced the concept of Destination Search Engine Marketing (Destination SEM) which emphasized that SEO isn't about "getting" top rankings. Getting rankings leaves open the implication that you're achieving a result that you don't necessarily deserve. Destination SEM focuses on building a website that is truly exceptional in meeting your audience's needs and actually earns top search engine positions. Today I want to go a bit further into defining what Destination Search Engine Marketing is and how, pursuing such a marketing strategy is ultimately far better for you than just focusing on search engine rankings. Let's take a minute to create a definition of what Destination Search Engine Marketing really is. To boil it down to the simplest terms, Destination SEM is defined simply as: Creating a desired destination point for anyone looking for the product, service or information you provide. I bolded the words "desired destination point" because that is critical to the … [Read more...] about Destination Search Engine Marketing, Part II: What Would Sudden Exposure Get You
Search Engine Marketing knowledge is a very prized possession. Many people want to learn how to do search for themselves or for their company. However, they don´t know how to begin the educational process. I asked my fellow SEMpdx members how they would advise a new entrant into this field. Scott Orth (GTS Services): Other than on the job training, there are four things a newbie can and should do to learn SEO: 1) Prepare yourself for endless hours of reading and research. SEO never stops, it´s always changing, and your participation will never end. 2) Spend a lot of time on SEOmoz.org. There is a ton of information there including informative blog posts, articles and research papers. SEOmoz is a must for any newbie. 3) Purchase the books “Search Engine Marketing, Inc.”and “SEOBook”. 4) Test, test, test! Buy a dozen domains, host them in various places, and play around. Test what you´ve learned in number 2 and 3 above - after all, the only … [Read more...] about Ask SEMpdx: “What is the best way for a Newbie to learn Search Engine Marketing?
Earlier this year, Wikipediapondered whetherMatt Cutts was notable enough to continue having a Wikipedia entry. Good senseprevailed, and his entry remained. Now debate has shifted to whether the entryabout search engine marketing should go. Oh, and apparently Search Engine Landhas an entry that might also get deleted, since we might not be notable enough.Time for the SEM villagers to grab torches and storm the Wikipedia castle! Well, perhaps we can be calm and rational about all this. Let’s start withsearch engine marketing. The entry ishere, and thedebate over killing it can be foundhere. You’d think that Wikipediahavingthe top listing on Google for search engine marketing would be reason enough tokeep that article going — and plenty of search engine marketing sites andcompanies would be happy to see Wikipedia bail out. But let’s address theconcerns Wikipedians are raising: Propose Deletion. This article is not Noteworthy. It is an overlappingtopic….It … [Read more...] about Search Engine Marketing (& Search Engine Land) Not Notable For Wikipedia?
There are few topics in search engine marketing with such varying, vehement opinions as affiliates and PPC marketing. Allow affiliates to bid on brand terms? Allow them to buy search engine marketing at all? In-house search engine marketing and affiliate program managers should debate the issues and benefits below and define search engine marketing policies that are appropriate for their organization. Allow all search engine marketing The least restrictive policy for affiliates is to permit all search engine marketing. As you might expect, this broad allowance can lead to some serious issues for in-house search engine marketers. The gravest problems stem from direct linking affiliates. A non-restrictive search engine marketing policy for affiliates means affiliates can bid on keywords and directly link to the merchant’s (in this case your organization’s) website. Search engine marketing providers, like Google, will only show one result listing per website, so an affiliate … [Read more...] about In-House SEM & Affiliate Search Engine Marketing Terms
Every day in every way, you can become a better search engine marketer. Here are some resolutions to start 2011 off right! Stop Making Poor Mobile Choices There are still many search marketers out there who are running the same desktop search campaigns in mobile. Remember when you did that for content targeting five years ago and how well that turned out? Now is the time to make healthier search engine marketing choices. Run separate campaigns for desktop search and for mobile. Mobile search and desktop search campaigns don’t have the same conversion rate, so you will definitely want to have different bidding strategies. Also, the mobile context differs from desktop, you might want to have an ad that provides an address, phone number, or directs visitors to a more optimized web experience, or promotes a mobile app. Running separate, optimized mobile campaigns is more efficient on all these fronts. I see lots of dumb money in the mobile search space right now, many marketers are … [Read more...] about 3 New Years Resolutions For In-House Search Engine Marketers
One of the major obstacles marketers face, particularly with B2B search engine marketing, is the availability of content to support keyword initiatives. While we realize the importance of new content, the demand for time and resources will always be tested. The key to success: don’t try to reinvent the wheel every time new content is required. In this article, we’ll explore several areas of content creation and distribution which can assist in creating effective B2B content marketing strategies and support search engine optimization initiatives. The Core Foundation: Value Extraction Many of the B2B organizations we have worked with have had a content plan that usually includes two to four major content pieces (per year). This typically includes development of marketing assets such as white papers, industry research, etc. The foundation for content creation is simple: extract maximum value from all of your organizations key content assets. The graphic below is meant to help … [Read more...] about How To Get The Most Search Engine Marketing Value From Key Content Initiatives
The news that Internet marketers will no longer be able to receive certain keyword-specific search referral data from logged-in Google.com users should be a concern to B2B marketers. With such an emphasis on lead evaluation and the importance of ROI in their marketing programs, every bit of data helps. Take a look at the top priorities for CMOs in the B2B space via MarketingSherpa’s 2011 B2B Benchmark Survey: Will this make B2B SEO irrelevant? That certainly will not be the case. At least for our clients (and hopefully for yours or your organization), organic search engine traffic represents a significant percentage of traffic that contributes quality leads for respective organizations. But what makes organic search traffic valuable? Key performance indicators (KPIs) are critical for measuring B2B SEO success. B2B search engine marketers need to consider how they are currently measuring performance and its impact in the marketing mix. This article seeks to provide … [Read more...] about Redefining B2B Search Engine Marketing KPIs In Wake Of Google Encrypted Search
With the holiday season winding down and 2012 just around the corner, it’s time to take a deep breath and get ready to plunge into the new year. When marketing teams get back from the New Year’s weekend, you can be sure that new found vigor and excitement will be in the air. For B2B search engine marketers, it’s time to seize the opportunity. Here are five resolutions top of mind on my list for 2012, and recommended for other B2B search engine marketers as the new year begins. Track More Leads 2012 is the year to stop working with blinders when dealing with Web traffic reports and evaluating the effectiveness digital marketing channels. Replace email addresses with contact forms Create lead generation forms and landing page summaries for value-added content initiatives Consider layering in call-tracking solutions, particularly when a larger percentage of business development inquiries will ultimately come through offline means Layer in conversion tracking from Web … [Read more...] about 5 B2B Search Engine Marketing Resolutions For 2012
Did you know that Google spent $5 million to influence politicians just last quarter? And that was doubled from the quarter before and may double again this quarter. Facebook spent a boatload too, but not as much Google. Microsoft spent even more. In my home state of Texas, over-eager tax collectors are auditing SEO firms for back sales taxes. Nevermind that for years the law has been interpreted to mean that service firms are exempt from sales tax. Oh yea, and thanks to the Texas Comptroller, Amazon will pay a fine and start collecting sales tax in Texas beginning July 1. I’m going to rent a UPS box in Oklahoma, I think. But can you guess who isn’t paying attention? Search Engine Marketers. Look at the headlines in any of the leading SEM trade magazines. Go to the forums. Read the Twitter streams of prominent search marketers. Most SEM news is about algorithm chasing or new things that Google or Facebook has done to piss us off. We’ve also got tips and tricks and … [Read more...] about Who Has Search Engine Marketers’ Backs? No One