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).

Enjoy!

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.

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.