Optimizing for the new SEM


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Marketers making blended search part of their online strategy are reporting strong results. Matt McGowan, global VP-marketing for Incisive Media's Search Engine Strategies (SES) Conference & Expo and a client of SEO-PR, is using universal search to drive show attendance, optimizing images, video and news about the event. McGowan said he has created 120 videos of about three to five minutes in length featuring notable speakers from past SES shows. The videos, which are posted on YouTube, are tagged to show up in results for relevant keywords. “Week by week, more and more people are viewing the videos,” McGowan said. “We've gone from 10 to 50 uniques a day to 250 to 300 uniques a day.” Though blended search may be promising, one study found marketers' priorities in terms of optimizing images, videos and news are not aligned with the demand that the searchers themselves demonstrate for these asset types. In “iProspect Search Engine Marketing Integration Study,” a report released last week by iProspect, 58% of search marketers indicated they give priority to optimizing images over press releases (32%) and video (20%). However, an April study by the company, called “iProspect Blended Search Results Study,” found that when measured by propensity to click on these asset types within the blended search results of Google, Yahoo and MSN, users cited news as most important (36%), following by images (31%) and video (17%). Sterling said those findings aren't surprising. There's always been some discrepancy between user behavior and marketers and what they're doing,” he said. “It takes marketers a long time to wake up to really adapt to user behavior.” M
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