{"id":1002,"date":"2016-07-07T08:43:33","date_gmt":"2016-07-07T08:43:33","guid":{"rendered":"http:\/\/cohnmarketistg.wpengine.com\/?post_type=perspectives&p=1002"},"modified":"2024-06-22T22:02:00","modified_gmt":"2024-06-23T04:02:00","slug":"from-the-archives-search","status":"publish","type":"post","link":"https:\/\/cohnmarketing.com\/from-the-archives-search\/","title":{"rendered":"From the Archives: Search"},"content":{"rendered":"

Integrating Brand with Search Engine Marketing<\/h2>\n

Digital marketing moves at breakneck speed. In the last seven years, we\u2019ve seen new search engines launch, social media explode, and mobile marketing completely take over the landscape. It could be argued that no marketing discipline has changed more than Digital over the last decade, and as marketers, we\u2019ve had to adapt and quickly learn new rules as they evolve, for better or worse.<\/p>\n

Still, while the tools seem to change daily, the strategy hasn\u2019t changed much at all\u2014and I can prove it.<\/p>\n

If you\u2019re new to this \u201cFrom the Archives\u201d series, the premise is simple: A few weeks ago, I stumbled across a stack of white papers from 2009 written by COHN leadership. Surprisingly, while much of the tactical aspects have evolved since publication, the brand marketing strategies are still very relevant to today. Like the stalwart Evergreen, intelligent strategy endures the seasons of time.<\/p>\n

In this installment, we\u2019ll look at the 2009 white paper on search marketing. Below are a handful passages that still hold weight to me and should be at the forefront of today\u2019s conversation on search marketing.<\/p>\n

\n

Building Online Momentum Your Brand Via Search Engine Marketing<\/strong>
\nBy Steve Chitwood, Director of Digital Strategy
\n(Editor’s Note: Steve is now the Sr. Director of Digital Business Practice at an IT services company.)<\/em><\/p>\n

\u201cFor the marketer new to SEM, navigating the waters of effective search marketing can be tricky. So how do you effectively leverage this predominant beast? Think strategically. Clarify your objectives. Know your audience. Develop a comprehensive strategy that engages appropriate tools effectively over time, execute your plan methodically, analyze your successes and failures meticulously, and adjust your targets regularly.\u201d<\/em><\/p><\/blockquote>\n

This comprehensive passage speaks for itself, and it\u2019s the type of timeless wisdom that will be relevant in 2040, too. What I like most about Steve\u2019s search marketing manifesto is that strategy leads and directs everything else. Digital marketing in 2016 is a revolving door of tactics and flavor-of-the-week tools, and the only repeatable way to \u201cnavigate the waters of effective search marketing\u201d is to start with strategy.<\/p>\n

\u201cTraditional contextual link-building efforts, such as public relations efforts, relationships with local and trade organizations and business directories\u2026 can be of great value.\u201d<\/em><\/p><\/blockquote>\n

Link building is every bit as important as it was in 2009, and Google gets smarter every day. Long gone are the days of gaming the system to influence search results. Your best bet as a search marketer is to create the best possible user experience, with clear and direct headlines, easy-to-navigate architecture, and third-party validation via link-building. Better yet, partner with an agency that knows how to best influence search ranking, and let the experts do their thing.<\/p>\n

\u201cArguably, the greatest value of search marketing…lies just beneath the surface. [The online channels] offer an unparalleled ability to track and analyze each activity; to accurately evaluate the success, failure, cost, and benefit of individual ads and campaigns.\u201d<\/em><\/p><\/blockquote>\n

And here\u2019s the defining argument of search. It was true in 2009, and it remains in 2016: No other marketing channel offers such detailed data so quickly, and that leads to better decisions and better use of budget.<\/p>\n

If you’re interested in upping your Search game, Steve’s white paper still holds some valid and valuable\u00a0nuggets\u00a0for the DIYers. Better yet, do your\u00a0company\u00a0a favor and\u00a0partner with an agency<\/a> that knows how to best influence search ranking. Let\u00a0the experts<\/a> do their thing, so to speak.<\/p>\n

Either way, I highly recommend reading Steve\u2019s full white paper.\u00a0My favorite part:\u00a0Steve mused in 2009 that\u00a0online marketing spend would top 55 billion by 2014. What actually happened? In 2014, Google alone made 59.62 billion only from AdWords; they claimed\u00a067.39 billion in 2015.<\/p>\n

Download Steve\u2019s 2009 white paper here.<\/a><\/strong><\/p>\n

The \u201cFrom the Archives\u201d series concludes next week with a 2009 white paper I found on the COHN servers about the rise of social media. In my opinion, it\u2019s the most fascinating retrospective of the \u201cFrom the Archives\u201d series, because it examines social media in its infancy.<\/p>\n

Until then, check out our\u00a0post about\u00a0Robin Richards’ 2009 white paper on crisis communication and social media<\/a>, as well as Ali Lego’s 2009 perspective on client relationships<\/a>.<\/p>\n

See you next week!<\/p>\n","protected":false},"excerpt":{"rendered":"

Integrating Brand with Search Engine Marketing Digital marketing moves at breakneck speed. In the last…<\/p>\n","protected":false},"author":3,"featured_media":1004,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1002","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"yoast_head":"\nFrom the Archives: Search Marketing Whitepaper - COHN Marketing<\/title>\n<meta name=\"description\" content=\"COHN Marketing archives brings you a 2009 whitepaper on how brands can take advantage of search engine marketing to build momentum online.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cohnmarketing.com\/wp-json\/wp\/v2\/posts\/1002\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From the Archives: 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