The Only Constant is Change
Mary Bowling | 9 March 2006 |
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In the day-to-day world of SEO and SEM (Search Engine Marketing), the only thing we are sure of is that changes continually go on all around us. First, we must learn about the changes, then we must figure out how to adapt to them and make them work for our clients. Jack Welch, a former CEO of General Electric, said, “An organization’s ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.” With an attitude like that, Jack would have made a great Search Engine Marketer!
Last week, more than 5,000 industry professionals converged in New York City for the Search Engine Strategies (SES) Conference. All were there to learn about recent shifts in online marketing. One of the issues addressed at SES that is greatly affecting the way we represent our clients online is the rapidly increasing complexity of pay-per-click management. Each PPC has it’s own system, quirks, and available features; it’s difficult to keep up with them, test them, and master them. Blizzard is responding to this challenge by dedicating specialists to each of the big PPC programs. They are in training now and will soon be certified as Yahoo Ambassadors or Google Certified Professionals. Look for more details on this within the next few weeks.
To get a good summary of the changes discussed at SES, read the article at www.dmnews.com/cgi-bin/artprevbot.cgi?article_id=35947 or, for even more detailed coverage, go to Search Engine Roundtable for “play-by-play” commentary.
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