Is a topic I saw at last weeks Signature Lunch for AMA Atlanta. I have known about the basics of SEO for a while, but It’s one of those things that you can learn the basics in a short time but takes a lifetime to master. This is due to the constantly changing logarithm that search engines use to define search.
The lunch presentation has representatives from Google, Prominent Placement and 22 Squared. They went over the following:
- What are the trends in Search marketing? What is GOOGLE seeing/doing?
- How are SEO and SEM changing and what should you be aware of?
- How are major marketers using Search results and analytics to hone targeting and return on investment?
- How should Search be used in conjunction with the overall, holistic media and marketing plan?
After the lunch there were break out sessions where we got to sit in small groups and ask more detailed questions. I got a chance to site with Stacy Williams from Prominent Placement and Dave Rollo from 22 Squared.
I am currently working with friends to help them with SEO on a budget. The main goal of the people I’m working with is branding. They want to get their name out there in the marketplace. They suggested the following could be done on a budget.
- Reciprocal link exchange with other websites in the same area
- Press release of new staff hires
- Do a Twitter name and Twitter about the business
- If a blog be controversial in the blog title even if the blog posting is not controversial
- Offer free tools that include widgets, white papers and similar items
- Video is a great item to ad, with Flip Cameras being so inexpensive, you can make your own videos and post them.
These are some great things that you can do on a budget, but I also learned a few more things from the event. The first is that display and search go hand in hand. It has been shown that display can drive search. People see an ad then later go search for it. So it’s not good enough to just do search or display solo.
Another interesting thing I learned is that many people are searching online but following up via phone. The numbers that were presented showed this happened a lot more then previously thought. This has been accomplished by the creation of custom phone numbers and then tracked when people called in. An example of this if the person searched on Google they would get a different number then the people searching on Yahoo!.
Search is something that really interests me but like I said above, it can take a day to learn but a lifetime to master. There is so much involved with the logarithm, and it keeps changing that you have to be on top of it to get the best natural results.