Hosts Susan Esparza, Michael Terry and Virginia Nussey open the show with a look at some of the recent search industry news. A major spam ring, thought to have at one time produced as much as one-third of email spam, was shut down last week. While Yahoo’s revenues came in flat for the third quarter, causing the company to announce it will layoff 10 percent of its staff, Google’s revenues beat expectations. The redesign of iGoogle got mixed reviews, but the addition of a broken backlinks tool in Webmaster Tools and the upgrade to Google Analytics were well received.
Then Mike Moran, co-author of Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site, talks to Virginia about the new edition of the book and the changing online marketing space. Mike discusses many of the business aspects of implementing search marketing, such as making search marketing operational and getting buy-in. He also talks about one of the major changes in the search space that has happened since the publication of the first edition — a new opportunity for communication — social media.
Susan, Michael and Virginia discuss business strategy of search marketing. Choosing the marketing mix, having clear objectives, reporting metrics, dividing-up tasks and having a strong central team are all important to search marketing strategy.