Tom Petryshen on SME Tricks of the Trade
The 3rd session in the SME Track is “SEM Tricks of the Trade & how to deal with Implementation Blockages” by Tom Petryshen, CEO of Amplify who leads an eclectic group of marketing, usability, and web development professionals and is responsible for client strategy, demystifying Search Engine Optimisation (SEO) and ensuring work remains fun.
As an early student of usability and design, Tom delivered his first presentation on effective online design to a standing only crowd of over 300 communicators in New Orleans in 1996. Since then, he has assisted clients around the world to improve market share, increase sales, and measure online effectiveness using search, email, analytics and integrated marketing.
The gold of Toms presentation is his suggestion to get everyone’s buy in (IT Guy, Old school marketer, CEO etc) and make sure they have incentives to make sure your search marketing project succeeds.
Tom’s top suggestion is don’t spend so much time monitoring which keywords you rank for and spend more time focusing on KPI’s (volume of search traffic to your website, signups to newsletters, email sales leads etc). [Tom must have seen the video, rankings are dead anyway… Or so I have been told ;) – Kate]