« Say No To Dirt | Main | Join me for a free live conversation with Seth Godin and Michael Port to discover the one thing that will make or break your marketing »

January 07, 2008


TrackBack URL for this entry:

Listed below are links to weblogs that reference What are the search terms your buyers use to find products and services like yours? Where does your company rank on Google for those terms?:


Feed You can follow this conversation by subscribing to the comment feed for this post.

Tristam Wallace

David - Great post and advice that we are continuing to work very hard on at eCopy. It is so vitally important for companies to put themselves in a position where the people looking for their types of products on the Web are finding them without much digging. Page 1 is a goal, page 2 or 3 is nice...but page 10 is far too late.

If you hadn't noticed, btw, EMC launched a new Web site yesterday...coincidence?? EMC's Chuck Hollis wrote about it on his blog today: http://chucksblog.typepad.com

Mike Volpe

David - Thanks for the mention and the link.

Tristam - It is funny that they just launched a new website. Though it is also funnier that you still can't find the website anywhere in Google. All this time and effort on a new website that you still cannot find in Google.

Brian Halligan

Check out the page title on their home page...

ed brice

This is not surprising. Most companies are still focused on what I call Big M marketing (advertising, events and branding). In 2007 we made a major commitment to search engine marketing as the data was finally to overwhelming to ignore (80% of all B2B purchase decisions start with a search engine and almost 100% of all purchase decisions will use a search engine at some point in their process).

A lot of companies still think they control their customers purchase decision process because they control the information. In a lot of cases it’s a battle between the offline marketing forces and the online marketing forces for budget and influence. Truly innovative companies will soon realize they need a new marketing function deployed in an “integrated media” function across offline and online to drive additional synergies and efficiencies.

Yes, EMC is able to leverage their strong brand and category leadership to drive inbound demand, but at what cost? Deploying big event, sponsorships, and ad based budgets that in many cases are not measurable does not bring a high marketing ROI. Imagine how much more efficient their demand generation could be with search.

Key message is you no longer control your customers purchasing process. They are getting information from many places and you need to be in those places at a cost that generates a positive marketing ROI. Search marketing helps us do that today in a way that is cost effective and more importantly measurable.

David Meerman Scott

Ed, Very well said. Many thanks for sharing your insights.

Best, David

Elge Premeau

Myabe they don't care. McDonald's doesn't rank in the top 100 search results for hamburger but people still know to get hamburgers at McDonalds.

Glenn Nicholas

David, now I know how big EMC are, and I know their marketing team is huge. But I wonder whether those keywords are really that important to EMC?

Guessing at keywords can mean missing out on the opportunity to research what customers/readers are actually searching for. What an EMC executive thinks is important may not be important to customers searching for answers to their problems. Both 'data storage' and / or 'information infrastructure' look relatively light on in Wordtracker, maybe there are search terms used more frequently and with a better aligned search intent. A quick look suggests EMC aren't currently doing paid search marketing, not even their own primary brand names ... a bit of a surprise in itself.
Ranking on keywords is of course important, but researching what the important keywords are matters, even for a Fortune 500...

 mike ashworth

This is very powerful, so many people dont realise that although they need to spend more time on "customer optimisation" and less money on SEO consultants who promise the earth and fail to deliver.

Once you have the basics of search optimisation right for your site, fresh content, using natural langauge that your ideal client / customer would use, will win every time.

Mike Ashworth
Business Development
Brighton and Hove, Sussex, UK

April from Bakersfield

Google may be one channel, but not the only channel. It depends on how the customers are collecting the information. Is search engine the most popular way to attract customers in your business?

Eric Los Angeles

Similar to Expedia. Searched on Google using "hotel", it didn't show up on the first page.

The comments to this entry are closed.


Your email address:

Powered by FeedBlitz

follow me

David Meerman Scott books

I want to speak at your next event!


David Meerman Scott e-books

David's iPhone and iPad apps

Blog powered by Typepad
Member since 12/2004