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  1. #1
    Member Since
    Aug 2013
    Rochester NY
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    Search Marketing Evolution: Is your strategy working?

    It's so easy to get caught up in the details of Search Marketing these days. At any given moment we have our faces smashed against our screens, looking for that one pixel causing the drop in rank. (Cause it’s there dammit!) Our industry is about details. It’s about offering services that will help businesses make money, but ssometimes we forget to pull our heads out of that Rabbit hole to look around. This post at MOZ reminded me to look up. It reminded me to take notice of the things that are working and not working and it got me thinking about our industry. What are we collectively doing to make sure we thrive?

    Search Marketers Need to Evolve: Google is Rewarding Marketing Strategists - Moz

    In order for our industry to continue to thrive, we need to set ourselves apart. I wanted to share some of my experience in how I was able to overcome some of the challenges our search industry is facing when it comes to competing in this post-Hummingbird, post-Penguin, post-(not provided) environment. I've found that it is extremely important to:

    • Know what questions to ask when you have the opportunity to pitch at the executive level.
    • Know why you're investing in specific marketing channels (i.e. if I invest $x,xxx in this channel for y number of months, I can anticipate z amount of traffic and revenue).
      • The goal is to invest first in the channels that you are most confident will generate the greatest increases in traffic and revenue in the short-term. Once you achieve this, your client has validation to request more budget internally to develop more long-term, less immediate-ROI driven activities.


  2. #2
    Member Since
    Jun 2012
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    Re: Search Marketing Evolution: Is your strategy working?

    Looks like excellent food for thought!

    Thanks for sharing Justin!
    Linda Buquet .:. Forum Founder, Google Local Specialist

    If you benefit from advice here... Please pay the community back by sharing on social OR helping someone else at the forum. Thank you!

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    Note: Due to mulitple RSI injuries, pardon short replies. Typos? Blame it on "Dragon".

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