A Cup of SEO Alphabet Soup
Often times, the topics at conferences are almost too narrow and the C-level attendees struggle to see the big picture. SES New York tried to solve that problem by dedicating an entire track of sessions to C-level executives and their understanding of the industry.
Amanda Watlington presided over one of those sessions and as she explains in this video, told the attendees how to manage their search efforts strategically. Approximately half of all online marketing spending is being used on search. As a result, Amanda says that conferences within the SEO industry are seeing more attendance from C-level executives and entrepreneurs.
Amanda began her session by differentiating between SEO and SEM. SEO is search engine optimization and is a long-term effort. SEM is search engine marketing and usually refers to short-term campaign efforts. Also, SEM is sometimes used in reference to the industry as a whole.
As if executives and managers didn’t have enough on their plate already, the advent of universal/blended search complicated matters even more. Also, since the search industry is expected to grow even in the down economy, it is more important now than ever for executives to understand how to manage their search efforts.
Just as she mentioned in our interview from PubCon South regarding universal search, Amanda says that SEO must be the visibility manager and not a soloist. It requires that companies broaden their online efforts and embrace video, images, news, maps, local, and mobile.
SEO managers must collaborate with videographers, the public relations team, and content creators to ensure that their SEO efforts are achieving the best results. They need to be aware of current trends and make sure they are capitalizing in those areas.
SEO Alphabet Soup
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