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Search Engine Economics (SEE)
SEARCH 2.0

The term "Search Engine Economics" and the related acronym "SEE" and Search 2.0 were first conceived in 2004 by Suncoast Marketing Partners Bob Mutzl, Ed Woods and Angelo Piazza. The term and its applications more capably describes the comprehensive nature of all activities associated with Internet marketing. At the core of Internet marketing is the effective utilization of the search engines with the goals of achieving the highest possible search engine rankings, creating increased website traffic with the most desirable audiences and most importantly, generating customer conversions which result in reaching business revenue goals.

Effective Search Engine Economics encompasses:

• Intelligence Gathering
  • Target marketing research
  • Competitive analysis 
  • Key word / keyphrase Analysis
  • Establishing the Product / Service - Unique Selling Proposition (“USP”) and Point Of Difference (“POD”)
  • Customer Valuation and defining Lifetime Value ("LTV"). What is each customer worth over how many years?  How many new customers do we want?
• Marketing Plans
  • What media channels to communicate the relevant message through? How does it integrate to the search engines?
  • The Marketing Rx Review
  • Marketing Creative Brief for every execution element
  • Create a clear user profile / persona
  • Establishing the budget, short and long-term spend and ROI
  • SEO (Search Engine Optimization)
  • SEM (Search Engine Marketing)
  • PPC (Pay Per Click)
• SMM (Social Media Marketing)
  • SMP2, LinkedIn, Twitter, Facebook, MySpace, YouTube, ecademy, Blogs, etc.
• PR campaigns and Press Release Optimization ("PRO")
• email campaigns
• Banner advertising
• Link building campaigns
• etc...
• Persuasion Designs and Copy
  • Is each element relevant to the target audience?
  • Website designs
  • Relevant Content Page ("RCP") The Landing Page is DEAD
  • Effective copywriting
  • Compelling calls to action
• Analytic Disciplines
  • Measure everything
  • Analytic measurements, data analysis and decision making
  • Analyze the data
  • Make decisions
  • Refinement and adaptation
• Conversion Studies
  • Did we achieve our conversion point objective?
    • Sign up, subscribe, download, phone call, PURCHASE!!, up-sell
  • What do we learn from the results?
  • Is the ROI positive or negative?
  • What do we throw out? 
  • What do we step up?
  • What do we change?
• Repeat the above in a continuum (See IMPAC (sm) below)

Independently, each of the components above, in themselves will not produce the best economic return for your search engine marketing investment.  To ultimately succeed, they must be integrated into a more comprehensive plan. The "Search Engine Economics" approach is a far superior, more comprehensive method to describe how all these closely related activities are interdependent of each other and need to be working together. It’s just not as simple as doing SEO or SEM or PPC, even when done well.  SEE puts all of these in control.

The Search Engine Economics (SEE) process produces a solid economic business model. This model defines how each on-line marketing campaign will answer the questions such as:

• What search engine elements are the best, worth investing in? 
• How will traditional marketing efforts support and enhance the search marketing campaign?
• What are the results I want to achieve?
• Can I measure the results?
• What activities or blend of activities will yield the best, positive ROI? 

Suncoast Marketing Partners has its own proprietary application of Search Engine Economics (SEE) named Searchenginomics (sm) or the alternate spelling Search Enginomics (sm), an integral part of our IMPAC (sm) marketing system. Searchenginomics (sm) Reports for pre and post campaign analysis are an important measurement system that we provide our clients.

For further information regarding the details of Search Engine Economics (SEE), Searchenginomics (sm) or how Suncoast Marketing Partners' IMPAC (sm) marketing system can achieve the economic success for your business, please contact us.

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