In House Search Marketing covers the daily tasks and challenges that face in-house SEO’s and search marketers who manage internal programs as they deal with everything from budgetary issues to office politics. In house search marketing isn’t just for big business and household brands anymore – small businesses, start-ups and developing brands often utilize In-House search marketers to manage all aspects of search/social and PPC as a way to fully control their search efforts and expenditures. Columnists share successes and failures they’ve had as in-house SEO & SEM practitioners, getting executive buy-in and bigger budgets, offer advice on employing search agencies and vendors, as well as recruiting additional in-house expertise.

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Justifying Conference Attendance For In-House Search Marketers

Feb 1, 2012 at 11:24am ET by Kelly Gillease

While search engine marketing conference attendance for agency staff is almost a given of the job, in-house search engine marketers may find themselves more challenged to justify the expense, both in time and money of conference attendance. Conferences like Search Marketing Expo (SMX) provide a host of benefits that more than justify the cost; the challenge is in convincing the budget gatekeepers to agree. Show The ROI Unlike more static professional disciplines, search engine marketing, both paid and natural, is in a constant state of evolution. In-house search engine marketing is a youn [...]

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How To Build A “Navy Seal 6 Team” Of Search Marketers

Jan 18, 2012 at 9:17am ET by Richard Carey

In the last nine months, I have seen a hiring blitz as Adobe moved its search program in house. Seventeen search marketers were hired and each has turned out to be extremely capable. One colleague compared the new search marketing team to the Seal Team 6 that took out Osama Bin Laden. Through an interview with Jay Middleton, Sr. Manager of the Worldwide Search Marketing team, and my own observation, I identified three principles that have been fundamental to this team building process. They are: Have a clear and compelling vision Make hiring the top priority Hire passionate people [...]

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Google Fails To Trounce Bing (Again): The Fallacy Of The Superior Search Engine Revisited

Jan 11, 2012 at 1:44pm ET by Conrad Saam

A year ago, I wrote a quick post called, Google vs. Bing, The Fallacy of the Superior Search Engine, in which I selected twenty search-difficult queries and ran a subjective head to head evaluation of the search results from Google and Bing. The end result confirmed what I had long anecdotally experienced – the difference in result relevancy between the engines was really not that much. In fact, Bing bested Google slightly. Admittedly, my little test, with n=20, had the academic rigor of a Sarah Palin geography lesson. I was rightly skewered by some readers, including one who called th [...]

5 In-House Search Marketing Game Changers In 2011

Jan 4, 2012 at 12:58pm ET by Kelly Gillease

Looking back on 2011, as always, there’s lots of change in the search engine marketing world! New ad products, new features and new media keep in-house online marketers ever on their toes to stay up on the latest and greatest opportunities in an increasingly complex field of online marketing. What were the most interesting and impactful search marketing innovations for in-house marketers in 2011? 1. Google’s Panda Update 2011 kicked off with a series of Google natural search algorithm updates that the blogosphere still buzzes about, Panda. There have been eleven updates in all as of t [...]

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A Letter From Santa To The Search Community

Dec 14, 2011 at 1:44pm ET by Conrad Saam

December, 2011 The North Pole Dear Search Community: Thanks so much for your many letters to the north pole. Your nicely written texts and emails included some familiar requests from last year and some entirely new ones. Lisa and Ian, I’m very sorry, I can’t drop that referring keyword data from signed in users down the chimney. And Eric, I'm really sorry that the European Debt Crisis, which was my answer to your request from last year "Give European regulators something else to think about" didn't really pan out. So I’m taking time off from wrapping all those iPhone 4s and Ki [...]

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