Comments on: Tired of SEM Outsourcing? Determining Whether In-House Search Efforts Fit Your Firm http://www.adotas.com/2006/12/tired-of-sem-outsourcing-determining-whether-in-house-search-efforts-fit-your-firm/ Where Interactive Advertising Begins Fri, 10 Feb 2012 17:07:34 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Kristen http://www.adotas.com/2006/12/tired-of-sem-outsourcing-determining-whether-in-house-search-efforts-fit-your-firm/#comment-37764 Kristen Wed, 13 Dec 2006 22:30:49 +0000 http://www.adotas.com/2006/12/tired-of-sem-outsourcing-determining-whether-in-house-search-efforts-fit-your-firm/#comment-37764 With the acquisition of ClickShift, WebTrends now offers solutions in both SEM and SEO. I'd recommend checking out WebTrends Dynamic Search, which they just launched this past Monday. It automates and optimizes paid search efforts. With the acquisition of ClickShift, WebTrends now offers solutions in both SEM and SEO. I’d recommend checking out WebTrends Dynamic Search, which they just launched this past Monday. It automates and optimizes paid search efforts.

]]> By: Erica Forrette http://www.adotas.com/2006/12/tired-of-sem-outsourcing-determining-whether-in-house-search-efforts-fit-your-firm/#comment-36938 Erica Forrette Mon, 11 Dec 2006 22:52:59 +0000 http://www.adotas.com/2006/12/tired-of-sem-outsourcing-determining-whether-in-house-search-efforts-fit-your-firm/#comment-36938 Great article. I especially agree with the observation "Lack of knowledge still leads many companies to believe they simply can't build the expertise in Search Marketing to manage a program themselves." In-house marketers think it is too overwhelmingly challenging to learn and do search marketing themselves, and that it's more of a black art better left to the "experts." And I would argue that many search marketing agencies themselves, perpetuate this sentiment through the industry. Well, it makes sense for them to do so, for obvious reasons. ;-) I think that in-house search practitioners are starting to "get it." The bigger question I often hear is that they don't know how to assign value, and often, goals to their search efforts. For example, they don't know their value per visitor, their cost-per-acquisition, or their desired margin on paid search efforts - but it's those end goals that drive the decisions on bid changes, keywords to buy or optimize for, et al. But at least the mechanics of actual SEO and PPC best practices are getting a good uptake. The better educated the clients are the better the industry gets. Great article. I especially agree with the observation “Lack of knowledge still leads many companies to believe they simply can’t build the expertise in Search Marketing to manage a program themselves.” In-house marketers think it is too overwhelmingly challenging to learn and do search marketing themselves, and that it’s more of a black art better left to the “experts.”

And I would argue that many search marketing agencies themselves, perpetuate this sentiment through the industry. Well, it makes sense for them to do so, for obvious reasons. ;-)

I think that in-house search practitioners are starting to “get it.” The bigger question I often hear is that they don’t know how to assign value, and often, goals to their search efforts. For example, they don’t know their value per visitor, their cost-per-acquisition, or their desired margin on paid search efforts – but it’s those end goals that drive the decisions on bid changes, keywords to buy or optimize for, et al. But at least the mechanics of actual SEO and PPC best practices are getting a good uptake. The better educated the clients are the better the industry gets.

]]> By: Paul J. Bruemmer http://www.adotas.com/2006/12/tired-of-sem-outsourcing-determining-whether-in-house-search-efforts-fit-your-firm/#comment-36786 Paul J. Bruemmer Mon, 11 Dec 2006 18:35:22 +0000 http://www.adotas.com/2006/12/tired-of-sem-outsourcing-determining-whether-in-house-search-efforts-fit-your-firm/#comment-36786 Gary Angel has keen insight into the logic behind client empowerment; which will always prevail. To empower your client/s with tactical search marketing and measurement is a great solution to the labyrinth of issues surrounding SEO and PPC. Taking search marketing in-house requires a very methodical approach, there are a lot of slippery-slopes; a solid foundation must be established and adhered to...which must come from the top down. Examples exist e.g., The New York Times, Cisco and Citicorp just to name a few. Gary is right-on in his summary — "you'll want to make sure you've thought about your culture and how you'll staff up a department...existing staff or outside advice...commit yourself to a good measurement discipline..." Nice article Gary! Paul J. Bruemmer Gary Angel has keen insight into the logic behind client empowerment; which will always prevail. To empower your client/s with tactical search marketing and measurement is a great solution to the labyrinth of issues surrounding SEO and PPC.

Taking search marketing in-house requires a very methodical approach, there are a lot of slippery-slopes; a solid foundation must be established and adhered to…which must come from the top down. Examples exist e.g., The New York Times, Cisco and Citicorp just to name a few.

Gary is right-on in his summary — “you’ll want to make sure you’ve thought about your culture and how you’ll staff up a department…existing staff or outside advice…commit yourself to a good measurement discipline…”

Nice article Gary!

Paul J. Bruemmer

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