Posted on September 6th, 2007

pigLately we’ve experienced a humbling surge of inquires from potential clients, exceeded only by StumbleUpon traffic to our blog 🙂. It should be no surprise for any reputable web 2.0 search marketing agency to receive daily cold calls from interested SEM shoppers who have been referred by existing clients, an advertising agency, or simply found one of our websites.

Some callers are curious grazers. Many are experienced marketing professionals carrying cow flop from previous SEM relationships. Some used to be sitting pretty in the organic SERPs but now are the proverbial deer caught in headlights as competition and Universal Search gradually plow them under.

It’s common for would-be customers to have made previous contact with (or been cold-called by) at least one other SEM agency by the time they call us. They relay crazy promises from second and third tier SEM vendors ranging from ridiculous pledges of guaranteed organic prominence for long LONG tail keywords that barely matter, deceptive intermingling of paid and organic search products, and totally outdated concepts. This sort of rancid pork gives search marketing a bad name.

My favorite web 1.0 sales pitch joke is when the entire proposed KPI is organic prominence as measured by outdated tools like WebPosition, SEO Toolkit, and other scrape & report programs.

Anyway these conversations inevitably result in questions like “how is AIMCLEAR different”, “what are the long term benefits to your service”, “how do we quantify the investment?” One of several points of differentiation is in how our agency measures organic success.

Good search marketing agencies help clients create and execute comprehensive strategies to identify digital intellectual property assets and market them to radically evolving Internet channels. The best search marketing firms measure organic prominence success by traffic and conversion resulting from organic search for keywords that matter.

At SES San Jose Marissa Mayer, Vice President of Search Products & User Experience at Google revealed that over 10 million users have personalized search switched on as a byproduct of being logged into a Google service. While scrape & report tools still do have some limited value, any marketing agency touting this antiquated measuring method as the primary KPI should be discarded. Pigs don’t fly. Don’t buy silly pork.

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  • Marc Beharry

    i think its the scammers, which are in most occupations as well, appear to have a greater presence online, see also, “To Catch a Predator.”

    the bottom line and sales conversions are easier to communicate as well in contrast to charts displaying dozens of ranking changes across multiple key word phrases across multiple search engines

    the amount of time spent preparing and summarizing them could be better spent on maintaining the consistency of the marketing strategy and exploring the arrays of new tools and techniques which are exploding onto the scene daily

    i spend too much time as well having to re-educate my clients about unrealistic promises unscrupulous seo’s have made, so i know what you mean Marty

  • Marty Weintraub

    Cool. Thanks for stopping by Mark.

  • derek

    That is a great point that the people and/or shops that really know what they are doing have deal with an uphill battle as many people fall victim to the empty promises and unrealistic goals that some of the less than reputable people have made.

    Glad to see you are one of the people trying to battle that rancid pork.

  • Marty Weintraub

    Thanks Derek,
    The good news is that so many clients need the help SEM folks provide that ultimately the light shines though for the kind of customers we want to work with.