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The Importance of Getting Found - All things SEO/SEM/PPC

Given the state of the economy, optimizing marketing strategies and utilizing tools that provide more bang-for-the-buck are essential.  Search Engine Optimization (SEO) and Search Engine Marketing (SEM) is all about demand generation; causing more people to see you, and to volunteer their information in exchange for something of value, or purchase something directly.

In either case, the role of Microsites and targeted, focused landing pages (which could be multiple pages in reality), play an important role in both SEO and SEM strategies.  See our page on the Microsite scene.  We've also looked at how content needs to be relevant for your visitors.  It's also how you include your keywords within that content, and achieving the right keyword density for your page overall (in headers, page title, bolded text, links, etc).

A 2007 study showed that when Vendors were asked whether they found their customers or their customers found them, a majority said they found their customers.  When the customers were asked, 80% of them said they found their vendors. So the question becomes, are you getting found?  If you're not getting found, who is?  Your competitors are winning.

The good news is, you can turn that around.  There is both an art and a science to search engine optimization and search engine marketing, and this month we've provided links and information that will make it easy to find the resources you need to help you think about your Search Engine Optimization and marketing strategies.

Check out the links and resources. Pursue ideas that will improve the results you've been getting, or use the information to validate what you're doing.  One thing that has become clear:  done correctly, SEO/SEM can be a very cost-effective strategy that can make a big difference in your demand generation activities.

(NOTE:  if you have a question, or would like to discuss SEO topics, post a discussion within the B2B Online Marketing Group at LinkedIn by clicking on "Join The Conversation" from the vertical nav on any page).


eMarketer: To Boost Organic Clickthrough Rate, Look to Paid Search CPC

When looking to optimize your click-throughs with natural search engine optimization, looking at the cost-per-click for the keywords, and selecting those keywords with lower cost in Adwords, could be the best focus for your natural search rankings, according to findings from Optify. Check it out!

Understanding the Personalization of Search - It changes Everything!

Personalization is the biggest single ground-moving change to search engine optimization strategies and methods that the Internet has experienced since pay-per-click advertising. Find out what it is and what it means to your SEO efforts.

Facebook Ads Have Low Click-Throughs

2/17/11 - How important are click-throughs on your ads? While you may be considering placing ads on Facebook, what sort of a return are you expecting? It might be a good idea to go in with your eyes open, because Facebook ad performance metrics are dismally low...

DMNews Essential Guide to Search Marketing

8/3/09 - This guide has a bunch of great articles on all aspects of search marketing, and is browse-able online. It contains some good Feature and Strategies articles, as well as articles devoted to both Paid search, Organic Search, and Search 2.0.

Dec 2, 2010
Google + Bing Confirm that Twitter/Facebook Influence SEO

A good social media strategy can have a positive influence on your search engine rankings! This article at SEOMoz: As of yesterday, both Bing and Google have confirmed (via an excellent interview by Danny Sullivan) that links shared through Twitter and Facebook have a direct impact on rankings (in addition to the positive second-order effects they may have on the link graph).

Organic Search Still Reigns

2/18/10 eMarketer - Making it onto the first page of results from Google, Yahoo! or Bing has always been a major goal, with marketers aware that consumers will give up after relatively few hits. Data from iCrossing analyzing natural-search referrals shows that only a tiny number come from results after the first page.

Search Marketing Automation will compete with agencies

5/7/09 post on Forrester's blog for Interactive Marketing Professionals talks about a new company, Altruik, that offers technology that will guarantee your search engine rankings! We've seen solutions focused on the paid search side, but now they're emerging on the organic search world.

Online Forums: Marketing Muscle and SEO Strength

5/5/09 Article from eCommerce Times: Don't underestimate the power of message boards, chat rooms and online forums when it comes to building a reputation for your brand and bumping up search engine optimization. If you want to get your brand's name out there for little to no cost, seek out online forums that specialize in your areas of expertise, set up a profile for yourself, and start speaking up.

It all starts with Keywords

Step 1: discovering the keywords to optimize your pages.

Q/A from LinkedIn on SEO

Here are some questions that have been asked on SEO from LinkedIn.

Q/A from LinkedIn on SEM/Paid Search

Questions and answers compiled from LinkedIn around Search Engine Marketing and paid search.

B2B SEO Tactics

From TopRank's Online Marketing Blog, this post covers the why as well as some of the how for B2B search engine optimization and PPC. Definitely worth taking a read through it.

Best of 2008 (So Far) - SEO Guidance, Part 2

From WebMarketCentral blog, contains some terrific links all about SEO, with tips, tactics, and strategy for approaching your SEO activities.

Is Your Web Content Accessible?

10/22/08 -- This article looks at how website design plays an important role in making your website content accessible. And that will also help your SEO efforts.

Search Engine Ranking Factors

4/2/2007 - From SEOMOZ, the article represents the collective wisdom of 37 leaders in the world of organic search engine optimization.
Recommended Reading

Ultimate Guide to Google AdWords

ultimate guide to google adwords book
Written by Perry Marshall and Bryan Todd, this is a very readable and easy-to-understand book for those interested in initiating and managing Pay-Per-Click campaigns. Perry Marshall's website is also an excellent source for follow-on/additional PPC learning.View book on Amazon >>

Search Engine Optimization: An Hour A Day

search engine optimization an hour a day book

Excellent book!  Very easy to understand book by Jennifer Grappone and Gradiva Couzin.  It breaks it all into bite-size chunks -- and given our busy schedules, it will make it all seem doable.

View book on Amazon >>

Do You Control the SEO on your pages?


Use the Microsites feature to build sites and landing pages where you control the page SEO completely!

demand generation made easy ... find out more >>

The Four Layers of SEO

search engine optimization ebook - the four layers of SEO
Written by Steve Wiideman, this eBook provides a process and structure for SEO/SEM work. It's an easy read and covers a lot of points from keyword selection through optimizing your pages. There's a free version, but the $9.95 full version is worth it.View

Sitemap Generator

If you need a sitemap.xml file, try this free tool.View

GSiteCrawler - Another Sitemap Generator

The GSiteCrawler will help you generate the best Google Sitemap file for your website. The GSiteCrawler uses different ways to find all the pages in your website and can generate all sorts of files, statistics and more.View

The Not-To-Miss Online Marketing Event!

Find out more -- get 20% off Registration!

SEO Software

Below is a list of software that will help you manage your SEO efforts.  If you work with an SEO expert, they are probably using one of these tools in their work.  Don't underestimate the time it takes to do this well - we used iBusinessPromoter to optimize a single home page - and while we are reaping the rewards of that work two weeks later, it took several dedicated days to get it done.  They are worth exploring, and will give you a lot of insight about what needs to happen.


Windows-based software that walks you right through the process of optimizing your website. The manual is stellar for understanding SEO. Don't bother with the free version, as necessary features are turned off. You can purchase the full version with a 30-day money back guarantee. It works!Check out iBusinessPromoter >>

Solo SEO

A Software-as-a-service set of do-it-yourself SEO management tools for a really reasonable price per month.  Allows you to manage SEO, keywords, page rank, backlinks, etc. for a low $29 per month.  No software to download and install on your computer like the other solutions.

Check it out >>


This tool is one we are exploring right now. It has innovative features that help you judge which keywords to go after, and it will help you get the in-bound links as well.  Check it out for yourself, or stay tuned as we explore it further.

Find out what SENuke could do for you >>

SEO Elite

Brad Callen's SEO Elite software comes recommended. You can also get some good SEO tips and training.View


Comprehensive SEO management tool. Gets a lot of great comments and recommendations. Definitely worth a look.View