SEMpdx SearchFest ‘08 | Search Marketing (SEO) & Your Business Strategy

Posted • March 18, 2008 • Comments Off

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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