Back on Feb 26 I put a podcast together with Michael Gray. In this podcast we dug into the various uses of Twitter. In particular, we spoke about commercial uses, and the types of things you need to do to use Twitter as a promotional tool, while not incurring the ire of the audience. Good stuff. Check it out!
Last week I posted about Selling Your SEO Project and this week I want to expand upon that a little bit. In particular, let’s look at how a Compete.com chart can help you in making that sale. Here is our scenario:
(Note: we are not affiliated with any of these companies or anyone else in that sells tents. I also do not know who tentsforsale.org considers their top competitors, but follow me here for a bit).
Let’s see what happens when you search on the all important head term tents:
and here are some more of the results:
What we see is eurekatents.com in the #1 position, trailtents.com in the #7 position, and tentsforsale.org in the #8 position. So for those of us in the SEO biz, the reason for working on the SEO for tentsforsale.org need no further discussion. We know that we can bring in new business to the company by doing so.
However, not every company is born with an understanding of SEO, and what it means in terms of traffic to move up in the search rankings. You can show this situation to a budget manager and they may not understand what kind of ROI you can get with that investment. So let’s show him. This is where a nice Compete.com chart can help (note you can do similar things with Alexa and Quantcast):
Looking at this chart it looks like eurekatent.com (the blue line) is getting 6 times as much traffic as tentsforsale.org (the green line) and about the same traffic as trailtents.com (the red line). You can also see a drastic shift in traffic for eurekatents.com throughout the year that suggests that they run a very hefty paid search campaign. Even adjusting for that, it still looks like eurekatents.com is getting at least 4 times as much organic traffic as tentsforsale.org.
In many cases, this will be all you need to convince a reluctant budget manager. This will be especially true if they have competitive personalities, or have reasons to dislike the competitors.
This week’s interview is with Chris Zaharias of Omniture. Part of the reason I ended up speaking with Chris is because at SES Chicago in December I enjoyed watching Josh James’ (Omniture’s CEO) keynote speech. His presentation focused on the role that the search marketer needs to play in quarterbacking all aspects of marketing.
So I contacted Omniture and arranged an interview with Chris. In the discussion we touched on a lot of aspects of the intergration between search marketing, online marketing in the broader sense, and offline marketing. One of the key concepts I took away from it is the notion that the search marketer (for clarity, “search marketer” means SEO AND SEM to me) is indeed the best one to quarterback the overall marketing process, for two reasons:
- The business model and accountability of search will slowly but surely become the model for most forms of marketing
- The search marketer is already leading the way, and is best equipped to do so in the future
Good stuff. Give it a read.