Careers in Search Marketing By Rob Laporte President

Careers in Search Marketing By Rob Laporte, President DISC, Inc. - “Making Web Sites Make Money” 413 -584 -6500 Rob@2 disc. com www. 2 disc. com

Overview • • • An S&P 100, Pre-Web Business Questions to Audience Who I am. . . NOT! ; Why I’m here Overview of Search Marketing, and Evolution of the Industry Helpful Aptitudes, Education, & Experience for Job Applicants A Few Good Resources Kinds of SEM Jobs; More about Making Your Own Job Opening An Opportunity Now Contacting Me At DISC Please write questions and comments for after this roughly 40 minute talk. • This Presentation is posted at www. 2 disc. com/talks/Careers-in. SEM. html (click slides to advance) www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

An S&P 100, Pre-Web Business www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

GE www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

GE • GE sells tons of valuable stuff • Dehumidifiers, Dishwashers, GE Café, GE Monogram, GE Profile, Microwaves, Refrigerators, Service & Support, Washers & Dryers, Water Systems, Asset Management, Aviation Services, Business & General Aviation, Commercial Engines, Corporate Aircraft Financing, GE Capital Aviation Services (GECAS), GE Honda Aer. Engines, Maintenance, Marine Engines, Military Engines, On. Point(sm), Systems, Unison Industries, Walter Engines, Consumer Electronic Accessories, Computer Accessories, Digital Cameras, Home Electric Products, Smart. Home Products, Telephones, Electrical Distribution, Digital Energy Products and Services, Centrifugal Pumps, Energy Financial Services, Gas Turbines - Aeroderivative, Gas Turbines - Heavy Duty & Combined Cycle, Gasification, Hydropower & Water Control, Investment Focus, Lifecycle Services, Nuclear Energy, Solar Power, Steam Turbines, Wind Turbines, Finance - Business, Commercial Lending & Leasing, Healthcare Financial Services, Media, Communications & Entertainment, - Media, Communications & Entertainment, Energy Financial Services, GE Capital Aviation Services, Real Estate Financing, Worldwide GE Capital Locations, Consumer Financing, Global Banking, Worldwide GE Capital Locations, Healthcare, Diagnostic ECG, Healthcare Financial Services, Healthcare Information Technologies, Interoperability, Life Sciences, Medical Diagnostics, Patient Monitoring Solutions, Lighting, GE's Commercial Lighting, Automotive, Ballasts, Compact Fluorescent, Halogen, High Intensity Discharge, Incandescent, LEDs, Linear Fluorescent, Miniature, Sealed Beam, General Purpose, Automotive, Holiday Lighting, Outdoor, Track & Recessed, Lighting by Industry, Media & Entertainment, Entertainment TV & Production, Media Communications & Entertainment Finance, Movies, News, Sports & Inf, Parks & Resorts, Peacock Equity Fund, Oil & Gas, Air-Cooled Heat Exchangers, Centrifugal Pumps, Compressors, Drilling & Production Systems, Energy Financial Services, Gas Turbines, Pipeline Inspection & Integrity Services, Reactors & Steam Condensers, Reducing & Metering Systems, Steam Turbines, Turboexpanders, Valves - Control & Safety, Rail, Locomotive Products, Rail Services US, Rail Services Europe, Traffic Control & Dispatch Systems, Veri. Wise RAIL, Security, Water, Energy Financial Services, Equipment, Membrane Elements, Cartridge Filters and Lab Products, Process Chemicals, Water & Process Technologies, Water Treatment Chemicals www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

GE GE’s Market Capitalization is about $170 Billion GE is about 124 years old. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Google, Inc. Google’s Market Capitalization is about $170 Billion - Equal to GE. Google is about 10 years old. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

About You • How many business majors? • How many English majors or people in the Professional Writing and Technical Communication program? • Any Professors or TAs? • How many know what "PPC" stands for? • How many know what "SEO" stands for? • How many know what "CRO" stands for? • Tell me about search marketing material in business school courses? www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Who I am. . . NOT! • I am not very public in my field. • I do publish, but I’m not into social media (though my firm is via a junior partner) • First full-time employee is now a luminary in the field. • My main claim of expertise comes for being an “Old-Timer” and “First Gener. ” www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Why I’m Here • Want to give back to the University that gave me so much, including superb preparation for this career. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Why I’m Here • Want to give back to the University that gave me so much, including superb preparation for this career. • Hope to convince some of you to work in Search Marketing. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Why I’m Here • Want to give back to the University that gave me so much, including superb preparation for this career. • Hope to convince some of you to work in Search Marketing. • Hope to convince the business school and the Professional Writing and Technical Communication program to teach search marketing more. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Overview of Search Marketing • Pay-Per-Click advertising (PPC) – Search Ads – Content Network Ads – Rich Media www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Overview of Search Marketing • Pay-Per-Click advertising (PPC) – Search Ads – Content Network Ads – Rich Media • Search Engine Optimization (SEO) – SEO Technical Audits and Repair – CMS & Database SEO – Keyword Research and SEO Copywriting www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Overview of Search Marketing • Pay-Per-Click advertising (PPC) – Search Ads – Content Network Ads – Rich Media • Search Engine Optimization (SEO) – SEO Technical Audits and Repair – CMS & Database SEO – Keyword Research and SEO Copywriting • Trusted feeds and shopping comparison sites (e. g. Shopping. com, Nex. Tag. com, Google Product search) www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Overview of Search Marketing • Pay-Per-Click advertising (PPC) – Search Ads – Content Network Ads – Rich Media • Search Engine Optimization (SEO) – SEO Technical Audits and Repair – CMS & Database SEO – Keyword Research and SEO Copywriting • Trusted feeds and shopping comparison sites (e. g. Shopping. com, Nex. Tag. com, Google Product search) • Conversion Rate Optimization (CRO) www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Overview of Search Marketing • Local Search Marketing – Local search results, Maps, smartphone maps, Review sites like Yelp. com www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Overview of Search Marketing • Local Search Marketing – Local search results, Maps, smartphone maps, Review sites like Yelp. com • ROI Planning and Reporting – The half of advertising we know works. – Google Analytics – Ominture – Many other Return on Investment (ROI) analysis software packages and processes. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Overview of Search Marketing • Local Search Marketing – Local search results, Maps, smartphone maps, Review sites like Yelp. com • ROI Planning and Reporting – The half of advertising we know works. – Google Analytics – Ominture – Many other Return on Investment (ROI) analysis software packages and processes. • Pay Per Action and Pay Per Sales www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Evolution of the Industry • Grown very fast • Mid to late 90’s: a few pioneers, some enormous success stories, lack of standards, too many hucksters and incompetents. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Evolution of the Industry • Grown very fast • Mid to late 90’s: a few pioneers, some enormous success stories, lack of standards, too many hucksters and incompetents. • 2000 -2005: Steady growth, though the dot com bust produced more desperate incompetents who poisoned the well for the whole SEO industry; emergence of standards, though still no standards association, like the AMA. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Evolution of the Industry • Grown very fast • Mid to late 90’s: a few pioneers, some enormous success stories, lack of standards, too many hucksters and incompetents. • 2000 -2005: Steady growth, though the dot com bust produced more desperate incompetents who poisoned the well for the whole SEO industry; emergence of standards, though still no standards association, like the AMA. • 2005 to present: mainstream corporate acceptance; deep tracking of ROI; conversion rate optimization front and center; local search; social media and reviews of businesses. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

The Future of SEM • More of the above • Mobile marketing www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

The Future of SEM • More of the above • Mobile marketing • Exclusion of ever larger small businesses from high ROI www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

The Future of SEM • More of the above • Mobile marketing • Exclusion of ever larger small businesses from high ROI • ROI may get close to parity with nonweb marketing www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

The Future of SEM • • More of the above Mobile marketing Exclusion of ever larger small businesses from high ROI may get close to parity with non-web marketing • Ever more and better education within and outside of Universities and Colleges www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

The Future of SEM • • • More of the above Mobile marketing Exclusion of ever larger small businesses from high ROI may get close to parity with non-web marketing Ever more and better education within and outside of Universities and Colleges • Countries with good language education take business from US, as our eduction systems continue to decline. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

The Future of SEM • • • More of the above Mobile marketing Exclusion of ever larger small businesses from high ROI may get close to parity with non-web marketing Ever more and better education within and outside of Universities and Colleges • Countries with good language education take business from US, as our eduction systems continue to decline. • Artificial Intelligence does more of the work - “The Singularity is Near. ” www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Helpful Aptitudes, Education, & Experience for Job Applicants • Aptitudes – “SEM: In-House vs. Outsourced“ www. sempo. org/learning_center/articl es/outsource - about aptitudes needed. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Helpful Aptitudes, Education, & Experience for Job Applicants • Aptitudes – “SEM: In-House vs. Outsourced“ www. sempo. org/learning_center/articles/outsource - about aptitudes needed. – “Supply and Demand of Literacy in SEM” - www. 2 disc. com/newsvisibilitymagazine. htm#june 08 www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Helpful Aptitudes, Education, & Experience for Job Applicants • Aptitudes – “SEM: In-House vs. Outsourced“ www. sempo. org/learning_center/articles/outsource - about aptitudes needed. – “Supply and Demand of Literacy in SEM” - www. 2 disc. com/news -visibilitymagazine. htm#june 08 – What I look for in a candidate. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Helpful Aptitudes, Education, & Experience for Job Applicants • Aptitudes – “SEM: In-House vs. Outsourced“ www. sempo. org/learning_center/articles/outsource - about aptitudes needed. – “Supply and Demand of Literacy in SEM” - www. 2 disc. com/news -visibilitymagazine. htm#june 08 – What I look for in a candidate. – Why SEM work is resistant to offshoring for a few more years. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Helpful Aptitudes, Education, & Experience for Job Applicants • Education – Get all you can here at Umass – Read key resources: future slide has some – Consider online courses www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Helpful Aptitudes, Education, & Experience for Job Applicants • Education – Get all you can here at Umass – Read key resources: future slide has some – Consider online courses – Business students take and do your best in English Department classes. – English and Humanities students take business classes, especially marketing. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Helpful Aptitudes, Education, & Experience for Job Applicants • Education – Get all you can here at Umass – Read key resources: future slide has some – Consider online courses – Business students take and do your best in English Department classes. – English and Humanities students take business classes, especially marketing. – Read good literary arts, not just blogs – Learn and practice writing well www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Helpful Aptitudes, Education, & Experience for Job Applicants • Education – Get all you can here at Umass – Read key resources: future slide has some – Consider online courses – Business students take and do your best in English Department classes. – English and Humanities students take business classes, especially marketing. – Read good literary arts, not just blogs – Learn and practice writing well – Read in business sources outside of SEM, e. g. , Business Week, Tom Keene’s Bloomberg Podcasts. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Helpful Aptitudes, Education, & Experience for Job Applicants • Experience – The more the better of course, but to start off, experiment with your own web site or blog, or that of a small business that is doing badly (so can’t be hurt much). www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

A Few Good Resources • Search. Engine. Land. com, Search. Engine. Watch. com • Books: The Art of SEO, SEO for Dummies (both versions out there now) • Andrew Goodman’s most recent book on PPC • Jakob Neilsen’s books, Prioritizing Web Usability and Home. Page Usability. Maybe Eyetracking Web Usability (emergent field of neuro-marketing) • Read Google’s vast resources. • Podcasts on Web. Master. Radio. fm: Bruce Clay’s “SEM Synergy, ” David Szetela’s “PPC Rockstars” www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Kinds of Jobs • SEM Agencies, like Bruce. Clay. com, i. Prospect. com, One. Up. Web. com. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Kinds of Jobs • SEM Agencies, like Bruce. Clay. com, i. Prospect. com, One. Up. Web. com. • In-house SEM employee at a company. If the company doesn’t have that position, tell them they need it, and step right up and in. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Kinds of Jobs • SEM Agencies, like Bruce. Clay. com, i. Prospect. com, One. Up. Web. com. • In-house SEM employee at a company. If the company doesn’t have that position, tell them they need it, and step right up and in. • Start a consultancy. Hard to do from scratch because no one person can do it all. And starting a business is hard work with uncertain reward. The era of upstart thrifts dominating is ending. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

More about Making Your Own Job Opening • Produce a search marketing analysis and an ROI projection for a company that shows profit based on hiring a search manager; send it to a company; request an interview. • Of course that requires a lot of homework first. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

An Opportunity Now • If you know a business ready to spent a minimum of $750 (on local search), or the average $12, 000 for SEO, or $3000 per month plus for PPC, or $2000+ on any search marketing, introduce me and my firm, get 6% referral fee, and I’ll train you to help with the job (with likely stipend on top). • $12, 000 referral means $720 to you. • Up to 10%, especially for PPC referral. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Officious Preaching Meditate www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Contacting Me at DISC • Rob Laporte, Rob@2 disc. com • I’m very busy now, so please don’t expect immediate replies, but I’ll try to be prompt. • Another opportunity for the gifted: The DISC web site is currently slated for a long overdue rewriting and some redesign. It is highly educational now, that educational material needs some updating (though it’s 95% right) and will be split off into a separate section for the detail-hungry readers. If you have great copywriting skills, let’s talk. www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

Q&A • I invite your questions and comments • This Presentation is posted at www. 2 disc. com/talks/Careers-in. SEM. html (click slides to advance) www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035

www. 2 disc. com DISC, Inc - “Making Web Sites Make Money” - Rob@2 disc. com - 413. 584. 6500 - 123 Bay Rd. , Hadley, MA 01035