In House SEM: How to Get What You Want

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Dan London

My presentation given during SearchExchange in Charlotte, NC May 2011.

Business Technologie

In-House SEM: How to Get What YOU Want Dan London - ShareFile Director of Online Marketing @DanLondon

CEO Why are some results highlighted in yellow?

Lead Engineer What exact percentage does that impact Google’s algorithm?

Engineer I read on Wikipedia that Google doesn’t even look at the copy on the page to determine keyword relevance.

VP of Marketing Why don’t we bid on the term Britany Spears?

CFO If we don’t bid on any branded terms, we could save thousands.

PR Our PR service automatically search engine optimizes our press releases.

Social Media Look at all our Facebook fans.

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In House SEM: How to Get What You Want

1. In-House SEM: How to Get What YOU Want Dan London - ShareFile Director of Online Marketing @DanLondon

2. CEO Why are some results highlighted in yellow?

3. Lead Engineer What exact percentage does that impact Google’s algorithm?

4. Engineer I read on Wikipedia that Google doesn’t even look at the copy on the page to determine keyword relevance.

5. VP of Marketing Why don’t we bid on the term Britany Spears?

6. CFO If we don’t bid on any branded terms, we could save thousands.

7. PR Our PR service automatically search engine optimizes our press releases.

8. Social Media Look at all our Facebook fans.

9. What Can YOU Do?

10. Show a Clear ROI Path

11. Thorough Competitor Analysis

12. Educate

13. Speak Their Language

14. Show Impact

15. Let People Feel Involved

16. Worst Case/Best Case

17. Get on the Roadmap

18. Make Friends

19. Tattle

20. Be Pushy… Sometimes

21. Teach People How To…

22. Make it Easy

23. Do It Yourself

24. Ignore Sales Calls

25. Large Company = Not an Excuse

26. Drawings By Rachel Nabors RachelTheGreat.com

27. Secure File Transfer & Virtual Data Room Solutions for Businesses