SCHWARTZ CROSSROADS

Search Marketing

Here at Crossroads we talk about the intersection of traditional and new media. However, this conversation is taking place at all levels in the marketing world, not just in public relations.

Let's add another intersection to the discussion--public relations and search marketing.

Search marketing is changing marketing. Google prints money from their search advertising business. It's inexpensive, effective and very measurable. And, as this New York Times article discusses, recession proof.

However, many companies treat search marketing as a stand-alone initiative. Figure out some keywords, search engine optimize (SEO) the site, maybe run some pay-per-click (PPC) campaigns to generate leads. Inevitably, without any strategic context, the initiative putters out.

There's another, smaller group of companies that are navigating this roadblock by tightly integrating their search marketing programs with public relations. They tap the PR team to develop messages, turn those messages into keywords, use articles and other PR content to optimize the site and blast out strategic PPC campaigns coordinated with media campaigns.

This "surround-sound" approach hits key audiences with the same messages from two of the most influential sources out there--media (both traditional and social) and Google search.

Schwartz is sitting at the crossroads of PR and search marketing. For quite a while we've been optimizing releases, providing keyword advice and even figuring out compelling offers that will convert into qualified leads.

Today, we're diving in with a full-fledged search marketing offering. We believe PR and search marketing services fit naturally together. Clients come to Schwartz for results, and one of the great things about search marketing is it's results-focus and measurability.

Learn more in our upcoming webinar.

Posted by Mike Farber on May 20, 2008 at 12:30 PM
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