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

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Business Strategy & SEO

John Andrews - JohnOn.com

SEMpdx SearchFest ‘08 Search Marketing (SEO) & Your Business Strategy
Moderator: Todd Mintz - S.R. Clarke

John Andrews
John Andrews SEMpdx SearchFest '08

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

This is a post from Gary Pool’s Search Engine Optimizician&trade blog.