search engine marketing - a business perspective

Search Engine Marketing

A Business Perspective

Hans RiemerMarket Vantage LLC

North-By-North-ShoreDanvers, MA - June 18, 2013

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Why This Matters:The End of Interruptive Marketing

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“We need to be #1 on Google for ___.”

Quotes From Our Clients

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“What do we need to do to our website to get there?”

Quotes From Our Clients

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“I’ve heard AdWords is like a lead spigot, you can turn it on and off.”

Quotes From Our Clients

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We tried AdWords, didn’t work for us.

Quotes From Our Clients

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“Our search engine rankings have tanked over the past few months. Why? What should we do?”

Quotes From Our Clients

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Some Lessons We’ve Learned

SEO is just a piece of the puzzle

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SEO Messa

ge

Usability

CTAs

SEO results are harder to achieve

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Reciprocal linksLink wheelsBlog networksArticle repositoriesBlog commentsAuto-blogsSpun content

Trending..

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Trending

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Big brands vs specialists

Trending

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Diversified search results– Websites– Images– Google Maps / Google+– Videos– Blogs– News

Trending

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Personalized search results– Logged-in– Previous Search behavior– Location– Platform / browser

…And Speaking of Platforms

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Phones & Tablets represent a growing share of search and browsing platforms– Responsive Website design is a MUST

Bad or Missing Data

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Bad or Missing Data

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Bad or Missing Data

Conclusions

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SEO is not longer something you do to your website, or just the links you can build.

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Results are harder to measure

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Diversify Your Strategy

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Marketing

Online Marketing

SEO

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Marketing

Online Marketing

SEOAds

Nurture

Offine Marketing

Social

Blogs

PR

Nurture – Marketing Automation

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Source:Gartner, Inc.

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Marketing Automation Benefits

Reverse IP / Company Lookup Inferred Leads Lead Segmentation Lead Nurturing Lead Scoring Integration with CRM

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PR Agencyo Press Releaseso Recent Coverageo Media, Analysts, Blogger.

Advertisingo Google Adwords

Email Marketingo Newslettero Targeted

Interneto Blogo Twittero Facebooko LinkedIno Youtube

Eventso Speakingo Participatingo Webinar

Communication Plan

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Online Lead Generation Tactics

Blogger outreach– Blog reviews– Guest blogs

LinkedIn connections LinkedIn Advertising AdWords / MS adCenter

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Management Level Guide

Get installments at: www.market-vantage.com/internet-mark

eting-resources/newsletter/

Questions?

Hans Riemer

Market Vantage LLC

978-482-0130

hjr@market-vantage.com

Blog / Tips / Newsletter at

www.market-vantage.com

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