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Are search metrics optional?

Some of you read this blog every day. Others of you have read my books. I realize that this is an odd title for a post coming from me, because I am a nut about metrics. But I am more of a nut about being practical, and when small businesses try organic search marketing, I am starting to think that metrics are not the place to start. If you want to know why, then check out my latest post on Search Engine Guide, “Are search metrics optional?

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Mike Moran

Mike Moran is an expert in internet 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,, most recently as the Manager of 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 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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  1. Avatar Web design Missisauga

    I totally agree with you about your post. I will take a read of your book. Thanks

  2. Avatar PowerPoint Templates

    I think search analytics are NOT optional, its critical that webmasters pay attention to where their traffic is coming from and how that traffic is converting.

  3. Avatar Mike Moran

    I agree there, PowerPoint Templates (can I call you PPT for short?), that search metrics are not optional for Webmasters. But my post talked about how search metrics might need to be optional for small business owners who not only don’t have a Webmaster, but might not even know what one is. For them, they need to start doing some search marketing before it is worth their time to measure the results.

  4. Avatar herretoej

    New way of expressing ideas on SEO. I liked the way you expressed your concept and justifying it. Thanks for posting them here. My co-worker have a book “Search Engine Marketing” not sure it was yours. I’ll check it.

  5. Avatar Mike Moran

    Thanks, herretoej. Yes, Bill Hunt and I are the authors of Search Engine Marketing, Inc.–I hope it helped your co-worker.

  6. Avatar joannedelaine

    I totally agree with you about your post. thanks

  7. Avatar strasssteine

    I also think that search analytics are one of the most important steps.
    I wish you a Merry X-Mas and a Happy New Year 2010!

  8. Avatar Best Deodorant

    Its critical that webmasters pay attention to where their traffic is coming from and how that traffic is converting.

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