Category Archives: Search Engine Marketing

Social Media as a Marketing Service

Dave Snyder asked me to post a topic to the Search and Social study group, but thought it may be a good idea to post my same question here and see what you all think.

Last week we did a quick local SEO 101 presentation/training session where a highly-regarded PR firm attended. We were happy to see them, and had an engaging conversation on the impact of SEO and social media in the PR landscape.

But this in itself presents a challenge for anyone who works for a search marketing firm. With the growing comfort level for search marketing and social media at agencies and internal marketing departments, how does an SEO firm work with a client who already uses an advertising agency or PR firm that offer the same services? Do you “consult” on the projects that are already “optimized” by other agencies? Do you start offering these other services, expanding solely from search (such as social media efforts)? If so, how do you introduce social media as part of a search strategy? Do you provide the content development and syndication service as part of social media plans?

Of course, the folks in this arena are well-versed in social and the impact on search, but once presented with a potential client who has enough understanding to be dangerous (yet still confused), the challenge of _not_ sounding obtuse and buzz-wordy is a big one.

I’ve done a little research on social media specifics that you can actually offer as a service, but most service descriptions I’ve found (mostly from agencies) have been very broad, with lots of marketing-speak that just make my eyes roll.

As you can imagine, this could go in many different directions, and would love to hear your thoughts, or if you’ve come across the same challenges. I’ll be happy to compile the results and share the feedback.

The Technical Struggle of Converting to WordPress

I was reading SEOBook’s post on how to migrate blogs from Blogger to WordPress , excited to see a step-by-step process for something I really need to get on since WordPress provides a lot more flexibility and customization. But once I saw the first step, I started to panic:

Step 1: Download and install WordPress (also requires setting up a MySQL database).

Umm, I don’t have a clue on how to set up a MySQL database. Or hack CSS by hand, or create conditional php statements, or rewrite .htaccess files. So how am I supposed to take advantage of the SEO benefits WordPress provides when I’m technically lost?

I consider myself technically-savvy, many colleagues and friends can attest to that. But after I read that blog post I started thinking of the value of marketing vs. technology. Where does search marketing really fall? If I had the best, most up-to-date technology, will search follow? It’ll help I’m sure, but unless I create value, fill a need, and engage with community, does it really matter?

So I’m still considering WordPress because it really is better. But what I may just do is just provide a static link back to Blogger. That sounds nasty, it won’t be well-optimized, but I just don’t have time to learn php. I could always just stick with Blogger and forget about WordPress altogether. Unless someone out there feels generous and wants to help – I’ll be happy to reciprocate.