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SEO vs SEM

2010-01-19T21:16:00Z

SEO vs. SEM

I know, I know it has been a pretty long time since I've been able to take the time and update my blog and Website. Actually, I have been so busy working on other's that I have not taken the time to work on my self-brand. Keep in mind that developing your own brand is just as important as working on your companies or clients brand.

Recently I've been asked many times the true difference between Search Engine Optimization and Search Engine Marketing for a group of people that come form larget enterprise organziations to mid-sized organizations.

Search Engine Optimization helps to bring hig rankings, more visits and a higher conversion rate.

Search Engine Managment includes the paid aspect which can be costly, time consuming, but with the right person and the right tools, this element drives traffic, and conversion rates. Key metrics include conversion rates, cost per click, and clost per lead.

Attributes of SEO include:
Comprehensive Keyword Rationald and Analysis
    Keyword analysis and popularity
    Keyword mapping
    Creation of "must own" keywords
Site-side Recommondations:
Comprehensive site analysis:
    Code, content, internal linking review
    Page template design
    Meta tags
    Keyword optimized navigation
    Sitemap
Link Analysis and Link Building
Analysis
    Backlink Analysis
    Link taget
    Social Tagging
Directory submissions

Attributes of SEM include:

Paid search management:
    Keyword analysis and research
    Compeititor anlysis, launch strategy, projected campaign cost anlysis report
    Ad copy creation, A/B testing
    Ad campaign, ad group, and phrase type segentation to increase qulaity score
Google quality score
    Landing page assessments
    Regional global campaign set up and budget distribution and monitoring
    Reporting and analysis
Daily bid rate management - day parting.

Contact Tracy to receive an audit of your current Web based situation and see how Wehringer and Company can help you to maximize market share, increase leads, while decreasing wated marketing spend.

Are you going to Product Camp NYC?

2009-07-10T19:59:00Z

I'm excited to be attending an event called ProductCampNYC. Here is a summary:

Loosely based on the successful BarCamp and Open Space formats, ProductCamp is an intense ad hoc gathering of product folks to share, present, network, learn, laugh, and discuss. The agenda is defined by and voted on by attendees the morning of the event, ensuring the participants get the most out of their experience.

ProductCamp has been successfully hosted in San Francisco (twice!), Austin, and Boston. And...Atlanta and Seattle are in the works. Here are a few reviews following these events.

- "What a great experience to get together with a (large) group of passionate product managers and have lively discussions about how we can improve."

- "There was a lot of collective talent assembled all striving for the same goal ... let's make product management the best career opportunity in the next few years."

If this free event sounds interesting to you, then sign up and join me at the event?

Here are the details:

ProductCamp NYC

Saturday, July 18, 2009 8am - 5pm

St. John's University - 101 Murray Street NYC

Registration & Additional Info: http://barcamp.org/ProductCampNYC

P.S. - We are also on Twitter: @ProductCampNYC, hashtag #pcampnyc

Junior Golf America, Leading Jr. Golf Tournament Co, Hires Wehringer and Co. To Lead Social Marketing Initiative

2009-07-10T19:52:00Z

Junior Golf America, Leading Jr. Golf Tournament Co, Hires Wehringer and Co. To Lead Social Marketing Initiative

PRINCETON, NEW JERSEY – July 10, 2009 (PitchEngine) –a leading marketing professional with a “breakthrough marketing” systematic approach today announced their new client, Junior Golf America, a leading junior golf tournament company in the NJ and NY area. Handing competitive golf tournaments for children ages 8-19.

Chuck DiLeo, President, of Junior Golf America selected Wehringer & Company to handle their social marketing initiative. “Tracy from Wehringer & Company provided us with a social marketing strategic plan in order to help create a strong Internet presence within all the social media sites about our competitive program.”, stated Chuck DiLeo, President. Mr. DiLeo continues, “Throughout this process Wehringer & Company has shown that they are a leading consultant and have became my marketing arm so I can focus completely on running my business. Her expert knowledge with all social outlets will drive membership locally.”

The company's President and CEO, Tracy A. Wehringer, has over 20 years of successful strategic marketing, including, business development, product marketing, PR/media, SEO/SEM, social marketing and general management experience across several vertical lines. Her strategy has been to find business opportunities where success depends on rapidly turning ideas into action through effective market understanding, product/offer definition, and marketing/sales execution. Tracy has a strong ability to create a vision for the client and execute marketing strategy.

Wehringer & Co. utilizes breakthrough-marketing techniques to assist prospective clients and current clients reach their highest potential markets. The firm helps clients build smaller, focused, sustained, and high value campaigns to assist them to reach their best prospects – avoiding the costs and inefficiencies of missed opportunities.

For more information on Wehringer & Co, visit www.Wehringerandco.com, or contact Tracy A. Wehringer, Tracy@Wehringerandco.com

About Junior Golf America

Established in 2000 by Chuck and Ginna DiLeo, JGA is committed to providing a place for Junior Golfers ages 8-18 to compete in a series of tournaments throughout the State of New Jersey. The goal is to create a place for juniors to learn to play golf in a competitive, enjoyable atmosphere while interacting with their parents and peers. Dedicated to providing tournaments to junior golfers of all skill levels, and to provide a program that will teach them the game of golf and improve their skills at the same time. http://www.jrgolfamerica.com Email: jrgolfameria@aol.com Twitter: http://twitter.com/JrGolfAmerica

Another Way to Add to Your Brand - Facebook Username

2009-06-13T14:27:00Z

Saturday, June 13: Username selection is now live at http://www.facebook.com/username/. Remember, choosing a username is optional and will give you a distinct Web address for your profile. It will not change the name that appears on your profile, in search or elsewhere on the site.

This is just another attribute to increase awareness of your brand.

Top 10 Search Terms in 10 Categories, May 2009

2009-06-13T14:23:00Z

Top 10 Search Terms in 10 Categories, May 2009

Jun 12, 2009

Below, the top 10 search terms by search volume. Data are provided by Hitwise.

Top 10 Search Terms by Category, Four Weeks Ending May 30, 2009 (%)
IT and Internet		Automotive Manufacturers
Search Term	Search Volume	Search Term	Search Volume
paypal	5.76	toyota	1.62
paypal.com	1.48	honda	1.44
www.paypal.com	0.86	ford	1.18
lady kathryn	0.85	harley davidson	1.14
people search	0.83	honda motorcycles	0.93
lite 1.4	0.62	nissan	0.89
paypal login	0.58	oreilly auto parts	0.88
pay pal	0.46	ford motor company	0.83
intelius	0.33	hyundai	0.78
experian	0.32	dodge	0.68
Movies		Net Communities and Chat
Search Term	Search Volume	Search Term	Search Volume
netflix	2.60	myspace	4.83
imdb	1.43	facebook	4.49
netflix.com	0.78	myspace.com	2.30
blockbuster	0.46	youtube	1.81
fandango	0.44	facebook.com	1.28
star trek	0.44	facebook login	1.26
redbox	0.37	www.myspace.com	0.91
movies	0.36	www.facebook.com	0.57
new moon movie	0.27	my space	0.52
www.netflix.com	0.26	you tube	0.42
Food and Beverage Brands and Manufacturers		Pharmaceutical and Medical Products
Search Term	Search Volume	Search Term	Search Volume
pizza hut	1.95	alli	0.49
kfc	1.21	www.lynncore.com	0.32
mycokerewards.com	0.88	lexapro	0.29
unthinkfc.com	0.74	viagra	0.24
kfc coupons	0.73	cymbalta	0.24
mcdonalds	0.71	suboxone	0.23
subway	0.60	zenni optical	0.23
dominos	0.56	lyrica	0.21
starbucks	0.52	chantix	0.21
kentucky fried chicken	0.50	affordable dentures	0.19
Blogs and Personal Web Sites		Broadcast Media
Search Term	Search Volume	Search Term	Search Volume
perez hilton	0.35	cnn	2.82
seeking alpha	0.26	cnn.com	1.71
www.dailykos.com	0.25	fox news	1.50
myspace	0.18	msnbc	0.91
michael savage	0.17	foxnews.com	0.79
we blog+kansas	0.15	news	0.70
just jared	0.14	bloomberg	0.63
area codes	0.14	msnbc.com	0.62
360	0.14	bbc news	0.61
bossip	0.14	cnn news	0.55
Shopping Rewards and Directories		Travel Destinations and Accommodations
Search Term	Search Volume	Search Term	Search Volume
coupons	0.26	hotels.com	0.53
consumer reports	0.20	disneyland	0.21
coupons.com	0.19	carnival cruise	0.20
free samples	0.17	disney world	0.15
free stuff	0.14	six flags	0.15
mycokerewards.com	0.13	cedar point	0.14
grocery coupons	0.11	motel 6	0.14
ydf freebies	0.09	tripadvisor	0.14
printable coupons	0.08	trip advisor	0.13
mycokerewards	0.07	royal caribbean	0.13

Does anyone test anything anymore prior to pushing “it” (software, products, solutions, Websites) out live to potential clients and other stakeholders?

2009-06-13T14:10:00Z

Recently I have volunteered for the upcoming Product Camp in NYC and have been asked by the committee to reach out to a list and personally invite some senior product manager’s to the event. Going through the usual phone system tree – many have the usual attributes and it is very easy to locate the person I’m looking for, but one company in particular in NY had a phone system the obviously was not tested from an end-user perspective. I will not include their name as to remove the embarrassment but when you do not test your phone system what else are you not testing from an end-user view?

Anyone reading this should run through their phone system to test the directory tree and make sure that the number selection terminate to the correct person. What happens if you press zero for help? Randomly use the system to locate some specific employees by keying in their name. Does it work? So, going back to the company’s lack of testing that sparked this blog article, I was calling for the VP of Product Management and I had the specific name. The phone system did not allow me to key in their name and when I pressed “3” to speak to their receptionist all the system did was ring and say “test 3” with no way to leave a message. So, I probably did what anyone else has done using that poorly executed system – just dial random extensions. How many potential sales were lost because the prospect could not get through? What was the opportunity cost that was lost?

Years ago I worked for a company that through mergers and acquisitions had to incorporate three companies into one and anyone reading this realizes the logistic pain that causes. We actually had a team that met to work out the new phone tree to make sure that everything would be set up correctly. We actually went through a test process where we asked a segment of our client base to call in and test to the system in order to gain knowledge directly from the folks that would be using it.

Bridging the SEM Knowledge Gap

2009-05-19T17:36:39Z

Six approaches to staying on top of the swiftly changing developments in search engine marketing.

Five Ways to Use Twitter to Improve Your Marketing

2009-05-19T17:36:39Z

Marketing considerations and how to measure the impact of using Twitter.

Four Tips for Including Video in E-mail

2009-05-19T17:36:39Z

Ready to add video to your e-mail? First, ask these questions.

How to Prepare for an Online Direct Response Campaign

2009-05-19T17:36:39Z

Eight factors that marketers must consider when developing a direct-response ad campaign for the Web.

How to Vastly Improve Your Search Marketing Efforts

2009-05-19T17:36:39Z

Book review: Dennis Mortensen's "Yahoo Web Analytics" walks through the critical processes of correctly installing analytics tools through to collecting actionable data insights.

Seven Video Content Pioneers to Watch

2009-05-19T17:36:39Z

Creative marketers should look to work with these content creators. The opportunities are unlimited.

The Other Digital Divide

2009-05-19T17:36:39Z

Could you get through your workday day with less than 32 MB of Internet access?

The Promise of Personalized Video Ads

2009-05-19T17:36:39Z

Technologies are emerging that stand to improve online video advertising's effectiveness as a direct-response channel.

What Is Web Site Analysis? Part 1

2009-05-19T17:36:39Z

Online marketing analytics experts offer up their definitions. What's yours? First of two parts.

Customer Satisfaction Rises Again, According to ACSI

2009-05-19T06:37:12Z

The American Customer Satisfaction Index (ACSI) continues to climb, registering a second straight quarterly improvement after a period of decline preceding the recession. For the first quarter of 2009 the Index jumps 0.4% to 76.0 on ACSI's 100-point scale, according to the report released by the University of Michigan.

10 Most Heavily Used Web Brands Account for 45% of Total UK Internet Time: Nielsen

2009-05-15T17:49:12Z

Nielsen Online has revealed the staggering share of time accounted for by the ten most heavily used Web brands in the UK. This share is increasing. In April 2009, the ten Web brands on which Britons spent the most time accounted for 45% of all UK Internet time, compared to less than 42% in April 2008.

Google Closing in on 73% of US Searches in April 2009, According to Hitwise

2009-05-15T17:46:48Z

Hitwise has announced that Google accounted for 72.39% of all US searches conducted in the four weeks ending April 25, 2009. Yahoo Search, MSN Search, and Ask.com received 16.27%, 5.68%, and 3.95%, respectively.

eMarketer Forecasts Social Network Ad Spend to Fall

2009-05-14T07:10:48Z

According to eMarketer, Social networks continue to draw in millions of users, but advertising has not kept pace. eMarketer forecasts that total social network ad spending in the US will fall 3% to $1.1 billion in 2009, from $1.2 billion in 2008.

Wehringer & Co. Offers Resume Service

2009-04-28T20:15:00Z

PRINCETON, NEW JERSEY – April 28, 2009 (PitchEngine) –a leading marketing professional with a “breakthrough marketing” systematic approach today announced their new product offering, Breakthrough Resume Services, www.wehringerandco.com/Resume_Services.html

Wehringer & Company provides resume services dedicated to advancing careers by providing personal service and custom resources within all professional disciplines. This strategy is proven to give the edge you need in this tough job market. With an abundance of knowledge on an international platform, Wehringer & Company can deliver a complete resume package that will exceed specific needs. Unlike other consultancies that cost you money, Wehringer & Company has the professionalism and the industry savvy that will look at ways of making job-seekers stand out amongst their competition using a strong marketing perspective, giving job seekers that competitive edge while building their personal brand. Our services use breakthrough-marketing techniques to provide a distinct advantage in this job market.

Resume fees are structured according to the complexity of the project, level of experience and responsibility level of the client, and potential challenges in the job market. Click here for further details www.wehringerandco.com/Resume_Services.html

Services
Edit current resume with consultation $100.
Standard resume package $225.
Executive level package $350
Cover letter $125
Thank you letter $80.

The company's President and CEO, Tracy A. Wehringer, has over 20 years of successful strategic marketing, including, business development, product marketing, PR/media, SEO/SEM, social marketing and general management experience across several vertical lines. Her strategy has been to find business opportunities where success depends on rapidly turning ideas into action through effective market understanding, product/offer definition, and marketing/sales execution. Tracy has a strong ability to create a vision for the client and execute marketing strategy.

Wehringer & Co. utilizes breakthrough-marketing techniques to assist prospective clients and current clients reach their highest potential markets. The firm helps clients build smaller, focused, sustained, and high value campaigns to assist them to reach their best prospects – avoiding the costs and inefficiencies of missed opportunities.

For more information on Wehringer & Co, visit www.Wehringerandco.com, or contact Tracy A. Wehringer, Tracy@Wehringerandco.com

About Wehringer & Co.
Wehringer & Co (www.Wehringerandco.com) is a marketing consulting firm offering clients a growth perspective using 20 years of highly competitive marketing experience. Focused on small to midsize companies, Wehringer & Co., offers operational experience and market development expertise to compel clients to visualize, build and activate growth strategies.

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