Category Archive: Get to Know SEMPO

  1. The Half-Year Update: Standout Social Media Changes That Have Impacted The Search Industry So Far In 2014

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    It’s hard to believe but six months of 2014 have already passed. As important as check-ins and analysis are for any program, it’s equally important to take a step back and look at the broad picture of what’s happened in the first six months of 2014. As search and social become more intertwined, it’s key to note where the social media industry currently stands and where it is moving. Here are a few of the social media developments that will likely impact search and other digital initiatives as the year moves forward.

    Pinterest Web Analytics

    Pinterest introduced Pinterest Web Analytics, which allow site owners to see insights about how people are interacting with pins from their website. Users can get information on how many people:

    1. pinned from their website
    2. have seen these pins
    3. visited their site from Pinterest

    The most repinned, most clicked, and most recent pins features give users insights into the most popular pins. This change signifies the upward movement of Pinterest as a key player in the social space. Offering analytics demonstrates the impact social media plays in website traffic.

    Facebook Algorithm Changes

    Facebook rolled out a new algorithm to the News Feed that removes what Facebook considers “spammy” posts. Like-inducing posts, links that lead to a website full of ads, and frequently circulated content have been reduced on Facebook’s News Feed in order to combat spam behavior.

    Facebook is concentrating on making quality posts, such as status updates, legitimate articles, and links appear in the News Feed. Businesses and brands must now focus on generating a quality conversation on posts to improve their appearance in the News Feed. Content that includes comments and conversations will appear on fans’ feeds more frequently.

    With algorithm changes and increased brand competition, there is less space on the News Feed resulting in declined organic reach. As the algorithm moves forward, brands will need to adapt to these changes and consider implementing social media ad budgets to focus on engaging fans and making the most out of social media marketing.

    Twitter Profile Updates

    Not to be outdone by Facebook changes, Twitter introduced a new profile redesign in the first half of 2014. The design features a larger header image and more dynamic features, like pinning tweets to the top and larger tweets for higher engagement. As Twitter’s first major overhaul in years, this change was a big move for the established Twitter.

    Google+ Business Pages

    Google enabled Google+ business pages to connect their page to their local business listing on Google Maps. Business owners will no longer have two independent Google properties to maintain, creating a more streamlined Google experience. This change demonstrates the continued integration of all Google properties and features.

    What changes have you seen make an impact in the first half of 2014?

     

  2. State of Search Marketing Infographic – Budgeting Trends

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    SEMPO is excited to present the State of Search Marketing Infographic on Budgeting Trends. The infographic shows that as search marketing increasingly becomes an integrated discipline, companies will need to be more agile in shifting their budgets to stay ahead of their competition.

    The State of Search Marketing Report showcases changes from 2012 and offers insights into what to expect in 2014. This annual report is a critical touchstone for digital marketers looking to assess where they stand today and where they should be looking for success tomorrow.

    The infographic is a visual representation of the 9th Annual State of Search Marketing Report, which was fielded by the SEMPO Research Committee in conjunction with Econsultancy.

    (Click to Enlarge)

    SOS_Budgeting Trends
     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

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    SEMPO members can download the State of Search Marketing Report here.

    If you would like to become a SEMPO member, please click here.

    Past State of Search Marketing reports can be viewed here.

     

  3. State of Search Marketing Infographic – Companies vs. Agencies

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    SEMPO is excited to present the State of Search Marketing Infographic comparing the digital marketing approach of companies and agencies.

    The State of Search Marketing Report showcases changes from 2012 and insights into what to expect in 2014. This annual report is a critical touchstone for digital marketers looking to assess where they stand today and where they should be looking for success tomorrow.

    The Companies vs. Agencies Infographic reveals that companies have a more generous perception of their approach to digital marketing than agencies give their clients.

    The infographic is a visual representation of the 9th Annual State of Search Marketing Report, which was fielded by the SEMPO Research Committee in conjunction with Econsultancy.

    (Click to Enlarge)

    Sempo State of Search_Companies Agencies

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

    SEMPO members can download the State of Search Marketing Report here.

    If you would like to become a SEMPO member, please click here.

    Past State of Search Marketing reports can be viewed here.

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  4. State of Search Marketing Infographic – Mobile Trends

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    SEMPO is excited to present the State of Search Marketing Infographic on Mobile Trends.

    The State of Search Marketing Report showcases changes from 2012 and insights into what to expect in 2014. This annual report is a critical touchstone for digital marketers looking to assess where they stand today and where they should be looking for success tomorrow.

    The Mobile Trends Infographic reveals mobile is likely to play an increasingly important role in marketing plans, yet marketers have not set aside significant budget dedicated to mobile marketing.

    The infographic is a visual representation of the 9th Annual State of Search Marketing Report that was fielded by the SEMPO Research Committee in conjunction with Econsultancy.

    (Click to Enlarge)

    SEMPO_State of Search_ Mobile Trends

     

     

     

     

     

     

     

     

     

     

     

     

     

     

    Share this Image On Your Site

    SEMPO members can download the State of Search Marketing Report here.

    If you would like to become a SEMPO member, please click here.

    Past State of Search Marketing reports can be viewed here.

     

  5. State of Search Infographic – Overview

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    SEMPO is excited to present the State of Search Marketing Infographic.

    The State of Search Marketing Report showcases changes from 2012 and what to expect in 2014. The report includes data from both company and agency respondents. This annual report is a critical touchstone for digital marketers looking to assess where they stand today and where they should be looking for success tomorrow.

    The infographic is a visual representation of the 9th Annual State of Search Marketing Report that was fielded by the SEMPO Research Committee in conjunction with Econsultancy.

    (Click to Enlarge)

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

    Share this Image On Your Site

    SEMPO members can download the State of Search Marketing Report

    Click on the link if you would if you would like more information on SEMPO membership and benefits.

    Click on the link to view past State of Search Marketing Reports.

  6. And Our 9th Annual State of Search Survey Says…

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    SEMPO is pleased to release our 9th Annual State of Search Report.  For an industry that is constantly evolving, this report remains a critical touchstone for digital marketers looking to assess where they stand today and where they should be looking to succeed tomorrow.  Plus, our unique approach of surveying and segmenting results for both companies and agencies provides perspectives and insights not easily found in other reports.

    The 2014 State of Search Report is no different in this regard but we did make some significant changes in the survey approach to be able to capture today’s reality of search marketing’s integration into the overall digital marketing mix. Here are some of the key elements that we implemented to further enhance our ability to provide meaningful and relevant data:

    - The survey was shortened to be more strategically oriented – focusing more on objectives, metrics, and ROI and less on resources and tactics.  This appears to have produced the desired result as 70% of our company respondents either manage or contribute to strategy, budgets, and direction of marketing.

    - We added social media marketing questions to the survey several years ago as it was becoming clear that search engines were evolving their algorithms to include social signals. This year we added more digital channels, including mobile, email, and display. The results illustrate the degree to which content marketing integration is still more of a strategic concept than tactical reality – somewhat more particularly with companies. We think you will also find it interesting to compare key objectives, metrics, challenges with emerging trends, and ROI perceptions between channels as well as between companies and agencies.

    - Budget questions were included as in the past but this time we drilled down a little deeper to understand allocation/aggregation between digital channels as well as flexibility to alter spends based on more real-time ROI assessment.

    - There are also a few new questions around how much time digital marketers are investing in learning/researching the latest trends and how experimental they are in testing new techniques/technologies by channel. We were a little surprised to see that both companies and agencies are less experimental with search engine optimization than all the other channels except email. Another sign of the maturation of SEO or more of a reflection of last year’s developments regarding Google’s algorithm and analytics “enhancements?”

    SEMPO members can access the complete report here. We look forward to your comments and the ongoing conversation around the report as we dig deeper into the findings and surface more observations.

    Finally, sincere thanks to our members and sponsors for their participation and support of this survey and for their continued commitment to advancing search marketing best practices as part of today’s integrated digital marketing mix.

     

  7. 2013 Salary Survey Infographic

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    SEMPO is excited to present the 2013 Salary Survey Infographic.

    What are search marketers getting paid? What is the job growth for search? How many search marketers are in agencies? Discover the answers to those questions in the 2013 Salary Survey Infographic. The infographic is a visual representation of the 4th Annual Salary Survey that was fielded by the SEMPO Research Committee in conjunction with ClickZ.

    SEMPO members can download the 2013 Salary Survey here.
    If you would like to become a SEMPO member, please click here.
    Past Salary Surveys can be viewed here.

    Sempo_Infographicv4 2

  8. Growing the Search Marketing Ecosystem

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    This post comes to us from Scott Smigler, Chair of the SEMPO Boston Working Group, and CEO of e-commerce marketing firm Exclusive Concepts, Inc.

    Last summer, Andrea Wasik and I met with Googlers Seth van der Swaagh and Katherine Allan to propose a crazy idea. We pitched a series of one-day “Search Summits” at local Universities throughout the country that would encourage its best and brightest students to consider pursuing careers in search.

    Our logic was simple.

    On one hand, the Search industry is composed of technology companies and agencies of all sizes that are starved for talent. On the other hand, the unemployment rate amongst millennials (Americans aged 18 to 29) is over 13%.

    We suggested that by bringing these two groups together for a day of learning and networking, we could help grow the search marketing ecosystem while empowering young people to discover meaningful career paths.

    We later summarized the grander mission as follows:

    Grow and strengthen the “search” ecosystem by advocating “search” to the best and brightest college students throughout the country.

    Seth and Katherine didn’t need much convincing, and began helping us to flesh out what would become our first Search Summit at Boston University (watch the video).

    Seth helped marshal resources from Google (including both dollars and many volunteers including Whitney Moskowitz who project-managed the event), and we proceeded to sign on Microsoft and Yahoo! as joint sponsors of the event.

    We then recruited speakers for sessions that included:
    - Search industry overview (both Google’s and Bing’s perspective)
    - Career panel discussions from recent grads
    - SEO – “Designing and Delivering Great Content”
    - SEM – “Effective Marketing Strategies”
    - Social Media

    In one breakout session, students were given an overview of search marketing strategies, and then asked to create an impromptu presentation for their imaginary CEO. I was amazed how quickly they picked up what seemed to me to be esoteric jargon and relatively complex concepts!

    We also signed on 6 local agencies (Digitas, AMP Agency, Gupta Media, RKG, iProspect, and my company Exclusive Concepts), which participated in a networking lunch that connected students with 45 open internships.

    130 students in total registered to attend the event, which surpassed my expectations. That was thanks, in large part, to the incredible support we received from the Boston University School of Management, its Dean (Kenneth W. Freeman), and Tony Tristani.

    I believe the event went incredibly well, and that it could easily be scaled to cater to students and businesses throughout the country, but don’t take my word for it. Here’s what the students told us in the post-event survey:

    - Attendee likeliness to recommend the event to peers: 8.56 (avg from 1-10 scale)
    - 92.3% of attendees “more likely to pursue a career in search marketing”
    - 76.9% of attendees pursuing an internship with a company they met at the summit
    - 100% at least somewhat likely to join SEMPO

    SEMPO Working Group leaders from other cities who would like to organize a similar event can feel free to email me with questions, or for the planning materials we used. My e-mail address is Scott@ExclusiveConcepts.com.

    Once again, I would like to thank Google for its incredible support. They provided a lion-share of the resources that made this event possible, in addition to the SEMPO Boston Working Group members Michael Flint (Metropolis Creative), Seth van der Swaagh (Google), Andrea Wasik (Skyword, Inc.), and Pavel Khaykin (AMP Agency).

    Again, you may watch a recap of the event below:

    Scott Smigler
    Chair of SEMPO Boston Working Group
    President of Exclusive Concepts, Inc.

  9. Why Are We Here

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    Why are we here?

    This is my first year as a SEMPO Board member. It’s also my first post on the new SEMPO blog (built by Bruce Clay’s awesome crew, thanks guys!). I thought I’d answer some of the questions I most often hear about SEMPO:

    What does the SEMPO Board of Directors do?

    Mostly, we have catered lunches on fine crystal in overly ornate rooms, while plotting the downfall of rival organizations.

    Or not.

    Every member of the board has a role, but as a group, we’re focused on:

    • Education. This is my passion, and it’s shared by every board member. We want digital marketers to be smart about search.
    • Brand. We want everyone who touches digital marketing in general, and search specifically, to be a credit to our industry.
    • Tools. We try to provide SEMPO members access to great tools from industry members, at a discount. Don’t pshaw—saving 20% off someone’s cross-functional toolset can mean more money for Kit Kats.
    • Awareness. This is the toughest goal, and one we’ve not had a lot of time to work on. But we put a lot of energy into promoting search to the marketing industry at large, and on legislative issues as they arise.

    Why should I join?

    Ah, the million-dollar question. Well, the $125 question, anyway.

    I’m not a zealot. I won’t say “OMG man if you don’t join you’re missing out on the champagne fountain and the unicorn petting zoo!!!!!”

    But I’ve got two pretty strong arguments:

    • Self-interest. As a member, you get free access to all SEMPO webinars, Powerpoint downloads from those webinars, use of the jobs board, attendee discounts on a whole slew of conferences like SES, Marketing Profs and SMX, discounts on training from MarketingProfs and others and discounts on tools. If you use any of the discounts, it pays for itself in a hurry.
    • Less self-interested self interest. Our industry needs a concerted voice. SEMPO’s trying to make it happen. If we can, it will help all of our credibility, which means we can all make a little more money.

    _____ said you guys suck

    If you want to see the quality of an organization, look at its people. The board is a bunch of fantastic marketers who really want to see good stuff happen in search: Check ’em out here. Recognize a few of those names? We’re there to make good stuff happen.

    What are your goals while on the SEMPO Board?

    For my part, I want SEMPO to be an organization that can teach, clarify and build both credibility and awareness for our industry. Eesh. That sounds like a campaign speech.

    Here are some specific goals I’m working on:
    • A SEMPO speaker series, bringing together all the folks I see give great talks at conferences. Worth $125/year, I promise.
    • A steady stream of good content to our blog.
    • Better transparency for the organization.

    These are my goals. The organization has loftier ones.

    What now?

    My next post will be more of the day-to-day how-to stuff about which you always see me ranting.

    For now, though, if you have questions, post ’em in the comments.

     

    Ian Lurie
    SEMPO Board Member
    CEO | Portent, Inc.
     

  10. Introduction to SEMPO Local Chapters

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    Sempo2SEMPO’s local working groups are thriving and expanding!  If you weren’t aware of the SEMPO local working groups that will continue to expand in 2013, go to SEMPO.org and check out the list under “Local Groups.”

    These chapters are led by a group of passionate industry leaders, called Chairs, and put on at least 4 events every calendar year in their area.

    As a SEMPO member, you can learn about local events in your city by clicking “Join Group”. By becoming a part of the distribution list, you’ll stay current with event planning.

    Member Perks!

    As a SEMPO member you get to attend local events Free of charge! (a $25 per event savings).

    Get Involved!

    Want to be a leader in your Local Chapter? Contact the Chair via the SEMPO Group or contact me, and I can make an introduction.

    Want to start a local group in your city?  Contact us and we can communicate the process, support you through launch and provide best practices and insight into other local chapter successes.

     

    Lindsay Blankenship
    SEMPO Board Member
    @lcblankenship