Lower Head


E-Marketing Performance Blog

Roles in Search Marketing

Ironing out the finer details of role transitioning for our client’s campaigns was the focus of a recent meeting here at the office. During our open discussion I sketched a simple diagram to help myself understand the progression of individual roles during the campaign life cycle. When I presented my humble diagram, the team responded very positively and Stoney suggested that I share it on the EMP Blog. Below is my final draft of the diagram which illustrates the following information:

  • The logical progression of primary campaign strategies
  • How these strategies map onto a simple supply-demand model of search activity
  • The objectives of both the search marketer and the searcher in regards to supply-demand
  • The diagram demonstrates the mutually supportive relationship that exists between the searcher’s informational need and the SEM’s approach furnishing viable information, while supporting the client’s goals. A Win/Win/Win situation.

[image no longer available]
SEM Role Transitioning

Max Speed

If the Pole Position Marketing team had a muse—and it does—it would be Max Speed. We love Max’s occasionally off-color, usually amusing and always pointed “Maxisms.” (Maybe “Maxims” would be a better word.) Max gives voice to some of the things we think but, bound by professional decorum, aren’t permitted to say. At least, not out loud.

2 Responses to Roles in Search Marketing

  1. Seth Tachick says:

    That diagram is awesome! Don’t you think PPC should be in the mix somehow, perhaps in the seek/find area of the spectrum?

  2. Jason Green says:

    Absolutely PPC deserves a spot in the diagram as well. Perhaps as a solid block that operates concurrently with both the SEO and the Viral.