MediaVision Blog : Search Engine Marketing

I’m going to run the gauntlet and talk about the Semantic Web, and why it’s supposed to be hot stuff for SEOs in 2008. What I’m not going to do is hang myself first by explaining the new consumer applications that will herald its coming. From what I understand, this software is intended to improve the way machines review/connect/store/share/reuse data. It is hoped that they will clear the wood of the trees, or more literally, clear the Internet of locked data silos, so that we may apply our human creativity without getting wrapped up in the interoperability (or lack thereof) of necessary data. I guess what this means is that we’ll be able to share things between programs efficiently, which will be nice.

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Our office is a fun and diverse place where you can witness a debate of great minds in just about every room you walk by or outside while having coffee or in the boardroom or in the games room or…well, you get the point. We all have our own opinions and most will share them whether the rest of us want to hear it or not. I like to think everyone wants to hear my opinion and that is why I’m going to write a post about one of the more talked about (unresolved) arguments we have in the office.

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Allow me to introduce myself, my name is Wentworth Miller, you might remember me from such TV classics as ‘prison break’, ‘Prison break season 2’ and ‘Prison break season 3’. I have recently had ear-enlargement surgery. My one true vocation or calling is getting myself wrongfully thrown into high level security prisons and then taking on the gruelling, challenging task of breaking out. Well, actually I have slight interest in some other more sensible activity: I do find search technology quite fascinating, and I’d like to learn more about mass parallel computing and how it enhances the effectiveness and accuracy of information retrieval. In short, is the internet one day going to wake up and become sentient, and automatically inherit the personality of Tim Burners-lee, its father, or worse, Deuce Bigalow: Male Gigolo?

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Search Engine Strategies 2008, New York, is a global conference completely dedicated to the industry of search engine marketing (SEM), both pay-per-click (PPC) and search engine optimisation (SEO). But there are seminars that touch on other aspects of the SEM industry, such as social media marketing and local search.

There were two sessions that focused on web analytics: “Data Into Action” and “Measuring Success”, with the onus being on the importance of capturing data about your website’s traffic and then taking action on it.

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Warren Buffett once said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” I would compare reputation management to walking through a swamp. If you know where the sturdy branches to hold onto are, you’re likely to make it through. But low and behold, you stand in an area of quick sand, or swamp water and you aren’t holding onto anything for support, the feeling of helplessness overtakes you. Once the first foot is in, it’s going to take a lot of sweat (maybe some blood) and tears to try and get back into that safe zone, ultimately saving you from eternal reputation damnation.

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When in high school my brother wore his hair in a side sweep, at a time when that flick in the front and short back and sides was the hip regulation. He waited patiently, enduring ridicule, until he left school and the Emo kids took the stage. Whereupon, he cut his hair in the anti-fashion again. What does this serve to demonstrate? That my brother is one of us.

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Firstly, I am an Account Manager. In a nutshell, that means, I look after my wonderful clients and make sure they remain happy. This involves communication, reporting and constant interaction; if their site is doing well and they are maximising return on investment, then we are doing our job. It’s all about the client and their needs and this requires a whole lot of preparation, time management and general nagging (in a positive way, of course).

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Me being the outspoken, intelligent, suave and all around awesome person that I am, it’s inevitable for some people, (everyone) to be interested in what I do for a living. Doesn’t matter where I am or who the lucky person that asked the question: “Dylan, I’m extremely interested to know what you do for a living” is, I answer all the same. “Well, gorgeous lady that is interested in what I do, I am an SEO Solutions Architect…trainee” The last part is said under my breath and covered by a little grunt. They then reply either one of two things: “Oh…ok, that sounds…cool” or just “…?” and then I explain.

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Not only are women consumers, they are intelligent consumers. Their brains are wired differently to men, and they think and process information differently. Very few marketers, online and off, recognise this and tailor their campaigns to suit women, or create campaigns that are gender neutral.

Think of all of the adverts out there, especially for cars and beer. Do any of them really take female consumption into account? As a woman, I’m going to go with No.

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Each industry in the world of business plays its own unique game involving a different set of rules. Often the companies within those industries have come up with their own guidelines, which may bend the structured rules a little. SEO agencies are no different. They are often forced to come up with new and innovative ways in which to approach a particular campaign. This is especially if their client works in an industry that has set a lot of boundaries in place regarding the manner in which they advertise their product, or how much information on that product is made legally available to the public.

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