Focus Inward for Greater Growth

There are many sites, blogs, and articles devoted to Search Engine Optimization and Search engine Marketing. Many of these focus on the keywords used by surfers to find your site. ICrossing even provides a great article on the synergy between Natural Search and Paid Search and how the combined effort actually increases quality of leads and higher conversions. That article, titled “Search Synergy Report” is good reading for those who are looking to justify an SEO and SEM campaign.

What I am missing so far from all of the information out there is information on Internal Search Optimization. It’s like everyone has forgotten about this important aspect of site Optimization. You put a lot of effort and resources into optimizing your site, finding the best keywords etc… Once someone finds your site, the search isn’t over for them and neither is your job as the person responsible for the online marketing.

So, Internal Search Optimization is slightly different from external SEO in the fact that visitors are now more specific about their search. You need to look at the terms they use in your search. I can tell you it is rarely what you think it will be. People may not use SKU numbers to find a product or other internal industry identifiers that only your employees recognize. They may not even be searching for products, but for a location or contact information, so why not offer that option?

Bottom line, just like the efforts you put forth for the External SEO/SEM, do the same for your Internal SEO. Look at the site map, the internal structure, check if spiders can access and search those pages and lastly check which internal keywords returned zero results. That is a huge opportunity to improve your site.

SEMPO 2007 State of the Market Survey

SEMPO’s 2007 State of the Market Survey is Now Open!
Go to http://www6.intellisurvey.com/run/sempo2007 to complete the survey. The deadline is February 1, 2008 so don’t delay.

If you reside outside of the U.S., here is the link: http://www.sempo.org/learning_center/research/sempo_research/sempo_2007_state/

This is your chance to have your voice heard. By participating in SEMPO’s 4th annual State of the Market Survey, you have to opportunity to share your opinions and expertise. Whether you are seasoned in SEM or still wet behind the ears, your input is valued and needed!

Why should you take the survey?

Taking the survey will actually stimulate you to think about the resources you devote to SEO and paid search - which is a valuable exercise in itself.
First dibs - you will receive the preliminary survey results before they are released to SEMPO’s membership.
Support the SEM industry - this survey is highly regarded as a valuable resource for the industry.

Free Giveaways! Randomly-drawn participants will receive:

8 Gb iPod Touch
or
One free pass to a North American Search Engine Strategies (SES) Conference

The time that you invest in completing this survey will help show where the industry is, how it has grown, how it is expected to grow, and trends for the future. Not only does this information benefit the individuals and companies involved in SEM, it benefits the industry as a whole. This survey has proven to be a valuable representation of the ever changing, rapidly growing SEM industry.

Please tell all your colleagues and online marketing acquaintances about this survey - participation is NOT limited to SEMPO members. SEM and SEO agencies, online and traditional agencies, in-house marketers… all are welcome.

If you are not a member of SEMPO and are interested in what our memberships have to offer, please visit https://www.sempo.org/join for information. You are also welcome to contact info@sempo.org if you have any questions.

Time to get started! Please go to http://www6.intellisurvey.com/run/sempo2007 to complete the survey. As a reminder, the deadline is February 1, 2008 and if you reside outside of the U.S., here is the link: http://www.sempo.org/learning_center/research/sempo_research/sempo_2007_state/.

Thank you so much for your participation.

Who’s Buying What Ads During Super Bowl XLII

NEW YORK (AdAge.com) — On Feb. 3, Fox will air the National Football League’s Super Bowl XLII. The Bowl has always been a major TV event. Last year, 93.2 million viewers tuned in to the game, which aired on CBS, and marketers paid as much as $2.6 million for a 30-second spot. This year, Fox has gotten some marketers to pay as much as $2.7 million. Let’s see if this year’s ads will be more entertaining than last year’s spots. Of course my question is are these ads tied to a Search Optimized website?

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Richard Saling’s Brief Biography

Leaving the Marine Corps in 1996 with an Honorable Discharge, I graduated from ASU in 2001 with a Bachelors degree in Global Business and started my professional career with Phoenix College in the Office of Institutional Advancement aka the Marketing department. While there I participated in a lot of cool things from leading Strategic Planning, and implementing Service Standards to assisting with Alumni Development, and many many things in between. While there I also earned an MBA from the University of Phoenix and transitioned my skills and passions to a small Scottsdale based Interactive firm called eMarketing. You can still see me on their website asking for help to rename the agency. That was from February of 2007. As of March 15th 2008, there is an updated video of me again asking for help renaming their agency. At eMarketing I focused on Web Analytics for websites and campaigns. I also led the designers and developers in the importance of Search Engine Optimization. I also looked at latest trends in Web 2.0, Marketing, Branding, workflow processes and Team Building.

What can I say? I like to stay busy.

This laid a good foundation for what I currently do as a Reporting Analyst at iCrossing, the Premier Interactive and Full Service Digital / Interactive agency with Search Marketing and Optimization in their DNA that is sought after by Fortune 500 and 100 companies when they need results from their website and Search Marketing. I am very excited to be with this successful team of professionals who have a long track record of results and accomplishments.

From Public Sector to Private Sector, the one constant is my passion for big ideas and bottom line results; preferring to find how a plan can work instead of why it won’t. I love strategy and I love marketing. I am a very competitive, optimistic and enthusiastic person. I have attended the Disney Institute, which I recommend to any leadership team in any industry. It gave me hands on experience and many tools and actionable items to apply directly to several situations. I also have experience in Strategic Planning, implementing Service Standards, Branding, and linking the culture with the Vision and Mission statement to make service part of the marketing and brand - so you get loyal customers and brand evangelists which saves you money in the long run in the marketing budget.

I have even performed some voice over work and acting as well as been a guest speaker on marketing topics. I must admit, I have enjoyed those assignments very much.

Now here is my CV:

OBJECTIVE

The objective is to increase the organization’s revenue and earnings using my Strategic Big Bold Idea Thinking, and marketing, business and operations skills in a leadership role to solve challenges and take advantage of opportunities in the marketplace.

ACCOMPLISHMENTS

Introduced Service Standards to Phoenix College and eMarketing with excellent results in customer satisfaction.
Created the strategic component of a fundraising campaign at PC, which increased contributions from employees by 20%.
Planned and coordinated events, which improved campus morale and productivity which in turn impact student retention.
Increased the number of (SIG) marketing events through leading and motivating a team of four volunteers to stay engaged and committed.

EXPERIENCE

Leadership Roles

Former President of employee group with 151 members.
Collaborate with leadership with ongoing Strategic Planning
Participate in ongoing efforts of Organizational Development and Brand alignment.
VP of Education and Special Interest Groups with the American Marketing Association

Professional Memberships

American Marketing Association 05 - Present
AZSEMPO (Search Engine Marketing Professionals)

Reporting Analyst ICrossing Scottsdale, AZ 01/2008 to Present

Participate in the development of client strategy through communication and analysis of multiple data sources for Fortune 500 Firms such as Purina, AVAYA, USAA, Pottery Barn and Williams-Sonoma.

Core contributor to strategic initiatives ensuring that strategies align with objectives and Reporting objectives of projects are met.

Draw insight from program results and ensure dialogue with client and internal team decisions are based on informed strategic implications.

Present pro-active ideas and strategies to client team.

Business Analyst/Strategist eMarketing Scottsdale, AZ 02/2007 to Present

Successfully lead and manage online marketing projects for Fortune 500 Firms

Assist clients with campaign strategy and implementation

Provide research and web analytics combined with SEO, SEM, and viral tactics directed at and differentiated for each target segment for our clients to assure solid ROI through data based decisions

Analyze the internal and external business needs, Challenges and opportunities, and propose solutions aligned with current business and marketing trends

Developed and Implemented a standard process for reporting and pricing analytical reports for clients based on the type of project

Marketing Specialist (pro bono) Business Polish Phoenix, AZ 07/2005 to 09/2006

Assist with strategy and creation of marketing plans, ad campaigns, conduct market research, and create Press Releases for small business and non profit clients.

Marketing Coordinator/Media Buyer Phoenix College Phoenix, AZ 2001 to 2007

Office of Institutional Advancement

Direct Supervisor of 5 staff in computer lab and President of 151 member employee group

Participated in several Hiring Committees

Significant Contributor to the Marketing and Branding strategies of the campus
Work with budgets related to purchasing advertising collateral.

Created and developed marketing plans and materials under tight deadlines.

Coordinate and manage multiple projects related to Marketing the campus, Alumni Relations and donor development.

Research and promote best practices, new trends in marketing and Branding.

Infantryman United States Marine Corps San Diego, CA 1992 to 1996

with 20 direct reports under me, I obtained skills of leadership, motivation of others and teamwork in fast paced, high stress environments and utilized situational awareness and creative, critical thinking to find solutions to challenges which is directly applicable in today�s ever changing business environment.

EDUCATION / TRAINING

Masters of Business Administration
University of Phoenix Phoenix, AZ

Bachelor of Science Degree in Global Business
Arizona State University West Phoenix, AZ

Appreciative Inquiry - Change Management Phoenix, AZ

Disney Institute - Leadership / Management / Loyalty / Service Tempe, AZ

The Superbowl of Advertising

Are you ready for the Superbowl? I know I am as well as many other fans as well as all of the people who work so hard to bring it all together including Iology, the Scottsdale based Interactive agency who is handling the internet marketing for the Superbowl. Another big component of the Superbowl besides the actual game is of course the commercials. Yes, those very expensive and sometimes entertaining 30 second spots that are the hopes and dreams of many companies to be a good investment or put their new product, service or company brand on the map. But what do these spots do besides give the viewer time to refill their chip bowl or bottle of cold beverage? Will we see a repeat of last year’s disappointing turn out, or something new and refreshing? Was last year’s dissapointment the beginning of the end for the Superbowl Commercial popularity? Whether these commercials will be able to maintain the high premiums or the popularity with fans remains to be seen. My question however is:

Will the marketers be smart enough to direct traffic to their websites and then optimize their websites for content from these 30 second gems so the real value can be tracked? Try this on for size. Not only should these companies optimize their webites for the commercials but they should also make sure to purchase the keywords used in these spots so after consumers see the ads (after the game of course) and then do a search for the company, the product, or the service; Your Adwords will appear on the right of the results page as well as the Natural Search Results on the left. I urge you not to recreate this scenario. Do not create a wildly creative commercial with funny characters and so on and then not even optimize your site with that content. When viewers search for the characters or the commercial, they will not find you. Worse yet, you will not know how much revenue was gained or lost because you did not perform any SEO or SEM. You know who did? Your direct competitors. That’s right; your direct competitors performed SEM on keywords surrounding that commercial and gained revenue from Your Commercial. Touch Down!

More Football Fans Hit ESPN’s Mobile Site Than Its PC Pages

After reading the article on ADAGE, I immediately thought: Why is this a surprise? I remember working at Phoenix College, doing a photo shoot at a graduation that happened to be during the NBA playoffs a few years ago and seeing many in the audience periodically checking scores with their cell phones. Mobile is here and just as the internet changed marketing, so will mobile. Just as the article suggests, it is about convenience. When I am with the wife enjoying a play at the Gammage or Herberger Theater, I can pop on my Blackberry and check the latest score. Guys, you can understand this… We can now get directions from our phone, so we don’t have to let anyone know we are totally lost. So of course, advertising was bound to show up sooner or later. We will all see the Mobile Marketing space grow by leaps and bounds in the coming years so hold on and enjoy the ride - as long as I don’t get any spam phone calls that is.

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CPG Brands: If You re Thinking Digital, These Are Your Tools

BATAVIA, Ohio (AdAge.com) — In the latest of several studies showing surprising power for digital marketing among package-goods brands, more than two-thirds of consumers who use the internet have used it to research package-goods products, according to a new survey by Prospectiv, a firm that provides online customer leads for marketers.

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