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Remember search marketing is marketing

I enjoyed my appearance at the ExL Pharma Search Engine Marketing for Pharmaceutical Companies conference today in Princeton, New Jersey. We had a sudden snowstorm yesterday, so you know that the folks who were able to make it really wanted to be there. My pitch, called Remember Search Marketing is Marketing, talked about how you can use search marketing to raise brand awareness and conversions, but my favorite part of the day was listening to Eric Papczun of Performics.


Eric had excellent advice on organic search optimization, but I was most interested in the stats he showed about the pharmaceutical industry:

  • 58% of Americans say that online information is their most important source for health information (Pew Research)
  • 54 million Americans look for information on pharmaceuticals on the Web (Manhattan Research)
  • 80% of Americans (113 million) have researched health information on the Web (Pew Research)

I haven’t worked with any pharmaceutical companies on their search marketing programs, so I was interested to see what health searchers do. Not every industry is as large as health care, so you may not have industry-specific statistics for your industry. But if you do, they can go a long way to convincing the boss that search marketing can’t be ignored.

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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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