A management approach to SEO or Search Engine Optimization. When it comes to SEO, there's no shortage of information on what to do and how to do it. Some of it is quite good, while other information is out of date or flat-out wrong. This presentation, delivered at the North-By-North-Shore conference near Boston in June, 2013, focuses on the overall strategy and issues that senior management must address to be successful with Search Marketing.

1. Search Engine Marketing
A Business Perspective
Hans Riemer
Market Vantage LLC
North-By-North-Shore
Danvers, MA - June 18, 2013

2. 2
Why This Matters:
The End of Interruptive Marketing

3. 3
 “We need to be #1 on Google for ___.”
Quotes From Our Clients

4. 4
 “What do we need to do to our
website to get there?”
Quotes From Our Clients

5. 5
 “I’ve heard AdWords is like a lead
spigot, you can turn it on and off.”
Quotes From Our Clients

6. 6
 We tried AdWords, didn’t work for us.
Quotes From Our Clients

7. 7
 “Our search engine rankings have
tanked over the past few months.
Why? What should we do?”
Quotes From Our Clients

8. 8
Some Lessons We’ve Learned

9. SEO is just a piece of the puzzle
9

10. SEO results are harder to achieve
10
 Reciprocal links
 Link wheels
 Blog networks
 Article repositories
 Blog comments
 Auto-blogs
 Spun content

11. Trending..
11

12. Trending
12
 Big brands vs specialists

13. Trending
13
 Diversified search results
– Websites
– Images
– Google Maps / Google+
– Videos
– Blogs
– News

14. Trending
14
 Personalized search results
– Logged-in
– Previous Search behavior
– Location
– Platform / browser

15. …And Speaking of Platforms
15
 Phones & Tablets represent a growing
share of search and browsing
platforms
– Responsive Website design is a MUST

16. Bad or Missing Data
16

17. Bad or Missing Data
17
 Bad or Missing Data

18. Conclusions
18

19. SEO is not longer something you
do to your website, or just the links
you can build.
19

20. Results are harder to measure
20

21. 21

22. Diversify Your Strategy
22
Marketing
Online Marketing
SEO

23. 23
Marketing
Online Marketing
SEOAds
Nurture
Offine Marketing
Social
Blogs
PR

24. Nurture – Marketing Automation
24
Source:
Gartner, Inc.

25. 25
Marketing Automation Benefits
 Reverse IP / Company Lookup
 Inferred Leads
 Lead Segmentation
 Lead Nurturing
 Lead Scoring
 Integration with CRM

26. 26
PR Agency
o Press Releases
o Recent Coverage
o Media, Analysts, Blogger.
Advertising
o Google Adwords
Email Marketing
o Newsletter
o Targeted
Internet
o Blog
o Twitter
o Facebook
o LinkedIn
o Youtube
Events
o Speaking
o Participating
o Webinar
Communication Plan

27. 27
Online Lead Generation Tactics
 Blogger outreach
– Blog reviews
– Guest blogs
 LinkedIn connections
 LinkedIn Advertising
 AdWords / MS adCenter

28. 28
Management Level Guide
 Get installments at:
 www.market-vantage.com/internet-
marketing-resources/newsletter/

29. 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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