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SEM and SEO- Core Drivers of iDirect Success

I was recently invited to author a chapter for Stan Rapp’s new book, Reinventing Interactive and Direct Marketing: Leading Experts Show How to Maximize Digital ROI with iDirect and iBranding Imperatives [1]. The book brings together contributors from a variety of agencies, advertisers, and business schools to examine the convergence of interactive and direct marketing and our evolution from mass media consumption to user-generated content and conversational marketing. In my chapter, “SEM and SEO: Core Drivers of iDirect Success,” I address the importance of applying data-driven project management to every aspect of search marketing.  For even the most basic of SEM or SEO campaigns, marketers can access up-to the minute statistics at the most granular of levels.  For someone with a more traditional direct marketing background, having such an abundance of real-time data at their fingertips can be both a blessing and a curse.  It’s easy to begin tweaking every aspect of a campaign, and tempting to react to every fluctuation in demand.  By systematically integrating data into campaign analysis, however, advertisers can start managing their campaigns with a more disciplined approach. Dividing the chapter into two sections, one on SEM and one on SEO, I put forth a set of core strategies which are designed to help you more precisely measure effectiveness and drive continued growth: SEM SEO These tips are naturally a starting point, but they can be extremely helpful for optimizing both developing and tenured campaigns. Once SEM and SEO are well understood and optimized as individual channels, you should then begin to look at the two holistically and concentrate on optimizing them together to maximize margin and volume based on specifics of your corporate strategy. To read more about how we apply the principles of iDirect marketing to search, please review the entire chapter [2], which includes more detailed best practices along with some informative case studies.