I admit that search marketing is a bit scary. If you have never looked at it before for real it can be very confusing when you start to peel back the layers. There are more opinions in search than there are answers which can be frustrating in and of itself.
To that end I have been wondering what is it that is really needed in the marketplace to demystify this practice. There is SO much data out there about search on both the positive and negative side of the ledger that it must seem ridiculous to someone who is just trying to get a grasp on things.
As always, I need to hear from others who are encountering this issue on some level to see if there is a viable way to offer a solution. It has been brought to my attention this week that I may be spending too much time in the trade talk side of search and losing site of its application in the real world. That accusation stung initially because I kind of pride myself on looking for the application of anything rather than just spouting off facts and figures etc but I think this may be a valid point. It is actually a relief of sorts because listening to other search marketers bark at each other can be grueling and usually ends with some hand wringing “Why do I bother?” type questions still lingering.
So, here’s some things I think I know and other things I want to know about search marketing and the small to medium business (SMB) marketplace.
1. The adoption rate of search marketing as a real marketing tool is still quite low for small to medium businesses (SMB’s).
This continues to surprise me and I guess I just need to get over it. In fact, rather than thinking “What’s wrong with these people?” I need to find out the reasons why this is happening? Is it the expense? Is it fear? What other factors are there that I must be missing?
2. Small to medium businesses are wasting significant dollars on bad ad spends.
Two words - Yellow Pages. C’mon folks. This is the 21st century after all.
3. What do small to medium business folks need to hear from providers to make them move?
This question is not “How do I sell this stuff to them whether they want it or not.” This is simply a plea to hear from other SMB’s out there to learn what your true barriers to doing search are. I would respectfully ask that money not be the catch all reason.
4. What makes you comfortable with a provider of any service that you have a curiosity with but have yet to pull the trigger on?
Why would you choose one provider over another? What factors really make you become a buyer of things rather than a shopper? I honestly have thought that I had this one figured out but I am reassessing my level of “expertise” here. I need to hear from the folks on the other side of the desk or just those who are smarter than me.
5. Do you think this stuff actually works?
I wonder if SMB’s simply think that this isn’t for them. It’s for the big guys only. Tell me otherwise.
There is so much more to look at and I plan to over time. At this point I am just looking for your opinions, especially if you are NOT a service provider. I’ll ask that another time.
COMMENT FODDER: Attention small to medium business (SMB’s) owners and marketers! Tell me what search means to you. Tell me your needs, wants and desires regarding search marketing.
SMB Takeaway: Search marketing is something everyone knows about but many do not do. Small to medium businesses have special needs in this area and it appears as if they are not telling everyone what they are!
Thanks and have a great day!




I have heard of some small businesses that do it well - however I find that many of the small business organizations that I have been associated with in some way or another simply do not “know about” or “understand” the entire concept.
Many small businesses don’t even both to add (or use) analytics on their websites.
I think the question is more; how do we communicate the value, how do we evangelize the concept etc.
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