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Search Success on the Cheap

As we hosted the American Marketing Association Listserv this past week, we heard from many search marketers about what they are struggling with and concerned about. One item that came up was the differences between search marketing for big companies vs. small companies. We’ve discussed what makes search marketing difficult for big sites, but we haven’t really talked through what small sites can do.


Small sites have many advantages over large sites. They are less likely to have over-architected their site, introducing expensive, spider-trapping technology the way large companies sometimes do. (It is certainly possible to implement high-end Web technology to be spider friendly, but it takes more knowledge than with boring old Web servers.) They are also more easily able to get their entire Web team to work together (maybe because it is only one person). Small sites also make decisions faster and are able to change their site faster than larger sites.
But small sites are often encumbered by a small budget. Whereas big sites sometimes have the resources required to succeed at search marketing, small sites can be starved for cash. A little needs to go a long way.
What can search marketers at small companies do? Enter the Skinflint’s Guide to Search Marketing, the cheapest way for search marketers to break into the game. There is even a free way to do shopping search!
Don’t let people tell you that you need deep pockets to succeed at search marketing. Consult the Skinflint’s Guide today.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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