SEO — A Success Story

November 20, 2009 at 7:02 pm 3 comments

How to empirically measure the value of public relations is a challenge as old as the profession itself. The rise of social media offers exciting new opportunities on this front. Last week one of my clients achieved validation of our hard work over the past few months. They now show up as the #2 organic return when searching on Google.

Let me give some context. Earlier this year we helped launch and support a blog for TANDBERG Public Sector. TANDBERG is the market leader for video conferencing, particularly in the public sector. But Cisco and Polycom have better known brands. TANDBERG engaged with Strategic Communications Group to build awareness and eventually support revenue growth via social media channels.

Week in and week out, we make sure that good, fresh content is published twice a month on the blog. As any writer will tell you, this takes discipline. There are always urgent PR issues that can trump a blog calendar, but TANDBERG kept its eye on the ball and stuck to the plan. They also gave us clear instruction to tag the content with the acronym VTC for video teleconferencing, since it was best known to their customers and prospects.

So today, when you search “VTC and government” on Google, you get this result, with the TANDBERG PS blog being the second organic listing on the search engine response page (naturally, another acronym, SERP). And as important, not a sign of any competitor:

Now there are some “black hat” consultants who promise to tinker with algorithms and game the system to achieve this kind of result. In my experience, there is no substitute for old fashioned hard work. Months of quality content and consistent tagging and promotion resulted in this placement. Plus, online shoppers and researchers put more trust in the organic results as opposed to the sponsored links.

This kind of placement can be priceless. First, your content being highlighted to any online visitor who searches on the terms you’ve identified as most important to your service. Second, this kind of organic listing can remove the need for funds dedicated to sponsored Adwords. We’ve got clients who spend into the six figures on such campaigns — how much could they save with this kind of organic performance?

So what are the lessons learned? First, as with any social media campaign have a strategy that reinforces the overall objectives of the organization. Don’t confuse tools with strategy.

Second, identify the terms connected with your product or service, and produce quality content on a regular basis that is properly tagged and promoted to online audiences.

Third — STICK WITH IT! This honestly is the toughest step, especially in this age of trimmed communications budgets and departments. Don’t let the day to day imperatives distract from a approved course of action. Companies today should think of themselves as publishers on their issue of expertise, with the corresponding deadlines for copy.

Now that we’ve built a large audience and achieved this kind of SEO success, Strategic is working with TANDBERG to evolve their blog into a social portal that gives visitors more choice in how to interact with the company. Watch for an update to this post – and have a great Thanksgiving!

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine

About these ads

Entry filed under: Tech. Tags: , , , , .

Charity 2.0 — GovLoop Gives Back Holiday Wine Reviews — One By Request

3 Comments Add your own

  • 1. Angela Lauria  |  November 21, 2009 at 8:17 pm

    Ok, nice that you are on page 1 of the SERP (search engine results page), but true SEO sucess is converting that to Demand Gen Sucess.

    1) What’s the traffic like on this term?

    2) How are you building in landing pages to the template and posts?

    3) How are you tracking conversions?

    4) What’s your conversion rate?

    I agree getting there is hard, but it’s what you do with it that matters!

    Congrats on completing step 1!

    • 2. cparente  |  November 23, 2009 at 10:19 am


      Great points, and thanks for posting! You’re absolutely right we’re still early in the process. Let me respond with a few points:

    • Our socmed efforts for TANDBERG are not as purely sales driven as yours — the purchase is large and very considered. It’s likely we’ll never get a linear click to sale. The effort is more awareness, lead gen and deal capture.
    • With that said, ask me the tracking and conversion questions in a few months. As I mention at end of post, we’re now moving towards a fuller, richer social portal for TANDBERG and will begin experimenting with premium content, webinars and other methods to support lead gen.
    • Marc wrote a great post about the difficulty crossing the “Last Mile” if you haven’t seen already —
    • Let’s continue this conversation, and have a great Thanksgiving!

  • 3. Angela Lauria  |  November 23, 2009 at 8:41 pm

    Sounds like you are on your way to success from a bottom line perspective. Great!

    I just caution all marketers to make sure they are measuring success the same way they do in the corner office! Sometimes we work so hard to achieve a goal but celebrate too early which can make us look frivolous and expendible.

  • Leave a Reply

    Fill in your details below or click an icon to log in: Logo

    You are commenting using your account. Log Out / Change )

    Twitter picture

    You are commenting using your Twitter account. Log Out / Change )

    Facebook photo

    You are commenting using your Facebook account. Log Out / Change )

    Google+ photo

    You are commenting using your Google+ account. Log Out / Change )

    Connecting to %s

    Trackback this post  |  Subscribe to the comments via RSS Feed



    RSS Click on the icon for the Triple W via RSS feed

    Rather Receive via Email?

    Traffic Sources

    Alexa Rank

    Twitter Stream

    Recent Comments and Pingbacks

    Doug Keates on E36 M3 Battery Replacemen…
    StrategicGuy (@Strat… on The Angry Man Approach to Soci…
    cparente on Wisdom of the Crowd Saves BMW…
    Dan on Wisdom of the Crowd Saves BMW…
    cparente on Social Media Promotion –…

    1999 M3 Amazon Apple Ars Technica B2B social media B2G social media Bimmer Magazine BMW BMW 530 BMW DIY BMW M3 BMW M5 BMW maintenance Broadband BT Caroline McCarthy Chateauneuf du Pape Cheestique CircleID Columbia Firehouse content marketing Danny Sullivan DNS DNSSEC Domaine Paul Autard Chateauneuf du Pape Drew Clark E36 M3 E39 M5 Evo Bistro Facebook FCC Foley Pinot Noir ghost tweeting GigaOm Google GovDelivery Government 2.0 Govwin Gundlach Bundschu Hollin Hall Automotive ICANN John Battelle Kaminsky M3 Marc Hausman Mark Drapeau MarketingProfs Martin Motorsports Microsoft Mike Miller Mike Miller and BMW Neighborhood Restaurant Group NeuStar new TLDs New York Times Om Malik online advertising OpenDNS Overwood Pinot Noir Rodney Joffe SEO Snow tires social media social media and PR Strategic Communications Group TANDBERG TechCrunch TireRack UltraDNS VeriSign WashingtonExec Yahoo

    Become a Strategic Communications Fan

    Add to Technorati Favorites


    Get every new post delivered to your Inbox.

    %d bloggers like this: