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Skinflint Search Marketing

Been too busy to post the pictures and videos from my recent event in Las Vegas for the Specialty Equipment Manufacturers Association–boy, that’s a mouthful–until today. SEMA is a trade group of the automobile aftermarket industry–they’re the folks that manufacture and sell anything you need for your car that did not come as original equipment. Read on to hear more about what I said at the SEMA show on ways to do search marketing for free. It applies to you no matter what industry you’re in.



Brian Offenberger and his great team at the Aftermarketer Club invited me to speak at the event, even though I didn’t know that much about the aftermarket industry. I have worked with one client at Converseon who is an aftermarket manufacturer, so I wasn’t totally ignorant, but I knew that everyone in the audience knew more about their business than I did. Nonetheless, I was there to teach them about search, not their own business, so that was OK. Here is a video they shot right before I went on:

Anyway, the presentation went well. (You can see the slides for “Skinflint Search Marketing” yourself to get a flavor of what I talked about. As I do with any small business audience, I emphasized the need to first get your Internet marketing straight before worrying about search. After all, if your Web site stinks, you want as few people to find out about it as possible. I mean, you don’t worry about newspaper advertising for your local store’s grand opening before you have working cash registers–promotion is not yet the right priority.

Your Web site is no different. Only after your Web site is doing a reasonably good job of converting visitors to buyers does it make sense to attract as many people there are you can. And that’s where search marketing comes in. It’s the cheapest and most effective way for any business to attract new customers.

I walked the attendees through the four basic steps you see in the presentation, starting with making sure your pages are in the index, then figuring out what customers are looking for and making sure your content addresses those needs. Then we covered the last step of attracting links to your site to alert the search engines that your content is high quality.
You can also check out this video shot right after the event to give you a flavor of what went on:

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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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