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Organic search marketing in a transparent world

Friday, I had the pleasure of speaking at Search Insider Summit last week at Captiva Island, Florida. The topic for the conference was the future of search–I spoke about the changes in marketing that are affecting SEO now and in the future. Laurie Sullivan of MediaPost covered the future of search session with a few quotes from me.

Search Insider Summit - Captiva Island 2009

Image by danperry.com via Flickr

You can also download my slides for Untangled Web to get more of a glimpse into my thinking. As more and more marketing, especially digital marketing, requires transparency, you might be surprised to see how organic search marketing will be affected.

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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, 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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Discussion

  1. Avatar Horse Gifts

    It is really becoming obvious to me that the web is anything but transparent. It is way to easy for people to obfuscate their identities.

  2. Avatar Mike Moran

    You’re certainly right about that, Horse Gifts. (Your moniker on this comment is a case in point, no?) But the question is not whether obscuring your identity is easy to do, but rather whether it is an effective form of marketing. If someone who identifies themselves says something, and you can check out who they are and what their background is, wouldn’t that make it a more credible comment than if it were anonymous?
    Ask yourself if you’d be reading this blog if all of our authors were anonymous instead of openly identified with biographies that you can assess the credibility of. My suspicion is that readership would be way down. I can’t imagine that marketing has any more credibility when it comes from anonymous people.

  3. Avatar Rithun

    It is quiet obvious that Internet market will face new challenges in the coming time. The different search engines are adopting different techniques for searching. It would open up a new arena for the SEO companies.

  4. Avatar Mike Moran

    I agree with you, Rithun. What I am advising is for folks to step back from traditional optimization and look with new eyes to connecting with customers. I posted at Search Engine Guide today to amplify this point: http://bit.ly/dkUyTP

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