SEMpdx SearchFest ‘08 | Search Marketing (SEO) & Your Business Strategy
Filed Under SEM, SEO, Search Engines |
Business Strategy & SEO
John Andrews - JohnOn.com
SEMpdx SearchFest ‘08 Search Marketing (SEO) & Your Business Strategy
Moderator: Todd Mintz - S.R. Clarke
John Andrews
Strategy
Make use of what you have already earned
A successful metric for SEO is Rank
but Rank is not a successful business metric
Business Strategy
- deploy resources to compete
- serve market
SEO outcomes
pages indexed
Success Metrics
- public image
- sales conversion leads collected
- this is where business innovation takes place
SEO as a strategy
- becton-dickenson owning the hospital shelf
- Pirelli Tire buying up latex-producing land
- The AMerican WAY
- "friendship bread recipe" and "send this message to ten friends…"
- buy on rumor, sell on news
SEO success brings new opportunities if you are to see them
If your business strategy includes lead generation, what is your cost per lead/value per lead?
What if the online market price per-lead exceeds your revenue per lead?
- If your strategy includes form completion:
- What is your form’s bounce rate ?
- Where does a user drop out of the form?
- Where do they go after quitting?
- What is the incremental cost / value for the form?
If your business strategy includes raising your profile:
- Towards what end? There are many aspects of public image
- What happens when you are #1?
- Who did you displace, and what was the impact?
- Do you Own the SERP?
If your business includes publishing unbranded websites:
domain with assets flipping are selling at 3-25x revenues
buy on rumor sell on news to your competitors
late,
gary pool
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