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:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.