SES: Search Engines Practice What They Preach: SEM/SEO

Share this article:

SAN JOSE, CA - Search engines also do search engine marketing, panelists said Aug. 9 at the Search Engine Strategies Conference and Expo.

Listen to Melanie Mitchell, director of search engine optimization and SEM at AOL, a Time Warner online property that is transitioning from a subscription Internet service provider model to an advertising supported portal.

"This is the new AOL," she said. "We have changed."

Ms. Mitchell talked about the fact that AOL has taken a "bottoms-up approach" that basically focuses on optimizing, measuring and tracking, publishing, reporting, revising and then repeating.

"I am very glad that AOL learned that they don't need to charge people to come to their homepage," joked David Roth, director of SEM at Yahoo, Sunnyvale, CA.

Mr. Roth said that search engines do search engine optimization and SEM for the same reasons marketers do: to increase traffic to their sites.

Business.com, a vertical search engine exclusively for businesses, also practices SEM.

"We are trying to create the best possible experience for our users and at the same time optimize," said Todd Sims, vice president of marketing at Business.com, Santa Monica, CA.

Search engines conduct SEO and SEM much like anyone else. Key word research, word tracking and keyword discovery are all part of the process.

"Even search engines need to understand search engine marketing," said Joseph Morin, president of Boost Search Marketing, Irvine, CA.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Top 20 Percent Is Twice as Good at Converting as the Rest

Top 20 Percent Is Twice as Good at ...

There are five reasons elite marketers trounce the competition: testing, targeting, spending, mobilizing, and democratizing.

Ecstatic Over Programmatic

Ecstatic Over Programmatic

Ads purchased programmatically will double this year to $10 billion, and then again to $20 billion in 2016, a new study forecasts.

Atlas Hugged

Atlas Hugged

Facebook's reworking of Microsoft's old ad platform provides marketers with cross-device tracking capabilities and metrics. Will Atlas lift the social network to Googalian heights?