WebProWorld Marketing Forum |
Online
and offline conversions
These forums are really useful - I would like to thank you all for the great contributions
always made. Q1: We use Online and Offline marketing and I...
MSN
Bot Not Visiting?
I have had a clients site up for 3-4 months now and after watching web stats and
doing a SiteReportCard. MSN has not crawled our page. I have submited the site
to them...
MSN
Bot Not Visiting?
I have had a clients site up for 3-4 months now and after watching web stats and
doing a SiteReportCard. MSN has not crawled our page. I have submited the site
to them...
|
|
| Recent
Articles |
Job Search Website Employer Confessions
You'll be shocked when you learn what I found out when I posted a job as an employer
on a job search website...
Effective Bonus Plans
Your key employees are a big reason for your business' profitability. It's in
your best interest to keep them happy by recognizing their...
Is Your Team Suffering from FWTS?
Who do you know who is feeling stuck, under-performing or dealing with frustration
and upset? These folks might...
Passing the PR Bar
The public relations bar, should such a proficiency measure ever come about, may
well include a test of PR's fundamental...
| | |
08.11.05
Working
Together At SES 2005
 By
David Utter
Mike McDonald of WebProNews took in the afternoon session on Working Together,
which focused on getting everyone on track with SEO initiatives.
How well does your company work together? Like a well-oiled machine, or a lot
of squeaky wheels and rusty gears? Post your SEM budget battle stories on WebProWorld.
Among the speakers at this session were Mike Moran and Bill Hunt, whose book "Search
Engine Marketing, Inc.: Driving Search Traffic To Your Company's Web Site" just
hit the shelves of retailers everywhere.
How well does your company work together? Like a well-oiled machine,
or a lot of squeaky wheels and rusty gears? Post your SEM
budget battle stories on WebProWorld.
Mike Moran, an IBM Distinguished Engineer and Manager of Site Architecture, asked
questions of the session's attendees, ones that they'll want to ask in-house after
the conference. What is your site's goal? Why do you have a website? Are you showing
the value of making changes in your search marketing strategy?
How a site is marketed should be in line with its goals. Do you have those goals
defined? Teams in an organization must have an understanding of their roles and
responsibilities, keeping the goal in sight at all times.
Moran also emphasized keyword planning. Identify the ones you must win, and get
their landing pages in place. Organizations large enough to have multiple business
units need to communicate and make sure they aren't bidding against each other
for keywords.
The CEO/President of Global Strategies International, Bill Hunt, talked about
the always tricky task of getting a dedicated SEO budget. Organizations always
claim there's no new money for projects. The smart planner will have to collect
data and build a case showing solid justification for SEO.
Detail the ways search marketing can complement business initiatives, and potentially
increase the company's bottom line. You have to show how being on the second page
of results means losing out on revenue with each search that fails to find your
site. Users look at the top ten search results for 6.4 seconds, but have a 60
percent recall rate.
The competition's efforts at SEM can make a strong argument; demonstrate how a
hated rival is gaining at your firm's expense. This is the time when bringing
a solution to the meeting will get SEM initiatives, and more importantly budgeting,
serious consideration.
Any budget SEM has dedicated to it will come at the expense of other initiatives.
You should be ready to keep on top of the SEM effort, and make sure the decision-makers
receive reports showing that SEM work is boosting the bottom line.
About the Author:
David Utter is a staff writer for WebProNews covering technology and business.
Contact WebProNews |
