Search Engine Optimization - Rocket Science or Not?

May 17, 2007 by jack petrie.

CresaPartners recently hosted the May 9^th, 2007 New York Software Industry Association’s Sales & Marketing Special Interest Group’s Panel Discussion on Search Engine Optimization.

Stellar Panel

The panel consisted of Abe Mezrich, Manager of Communications for Did-it.com; Tony Grass, President of e-Market Intelligence and Raphi Salem of SalemGlobal Internet Website Marketing.

Did-it.com

Abe Mezrich opened the discussion with an overview of Did-it.com and made the distinction between generalized search (i.e., Google, Yahoo or MSN), research-based search (i.e., Answers.com, Wikipedia or Weather.com) and consumer search (i.e., Amazon.com, eBay, Business.com or Expedia.com). He also made the distinction between organic search, which is typically for information searches and paid search, which is used mostly for commercial searches. Abe cited the example of MetLife’s website, which attempts to capture organic searchers and convert them into customers. Their website offers landing pages with instructional information on financial planning and places links to consultation with MetLife representatives alongside this information.

e-Market Intelligence

Tony Grass followed up with a presentation on the differences between internet traffic and internet sales. He focuses on helping companies find qualified prospects when they are most ready to purchase a product or service. This methodology focuses on targeting qualified prospects who already are searching for the product or service that a company offers. At the very least, this focus will produce sales leads in addition to actual internet sales.

SalemGlobal Internet Website Marketing

Finally, Raphi Salem discussed the building of community within a local industry. The tactics of developing a community include offering educational information, monitoring page rankings, linking to other sites, creating email newsletters, blogging, utilizing social media sites and developing promotions and/or contests, to name several. This approach differentiates itself by asking not just is traffic being driven to the website, but are visitors being fulfilled enough to return to the site?

The presentations were followed by a spirited question and answer session moderated by Jack Petrie of CresaPartners, co-chairman of the NYSIA Sales & Marketing SIG. Discussion topics included Google’s impact, degree of rocket science in SEO, the future of search, mobile search and Wikia’s proposed entry into the search arena.

Future Event

Next month’s NYSIA Sales & Marketing SIG meeting will be held on Wednesday, June 6^th at 6PM at CresaPartners, 100 Park Avenue (40^th-41^st Streets), 24^th Floor. The topic will be “Creating Your Sales and Marketing Plan” and will feature a discussion with Morris Bocian, President of Creative Business Planning Inc., Kevin A. Drakeford of Drakeford & Kane LLC and Anna Lieber, President of Lieber Brewster.

Hope to see you then!

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