<< by Renee Revetta on October 18th, 2010
This panel was moderated by Andrew Bates (EyeTraffic Media) and included Heather Dougherty (Experian Hitwise), Jordan Glogau (1-800-Flowers), Benjamin Rudolph (Relevance Advisors), Jiyan Wei (PRWeb).
How do you remain competative in both paid and organic SEO? Jordan suggested to think about it as a Yellowpage ad – you have the display ad and alphabetical listing. With search and paid efforts its something you should look at strategically – you might not want or need to rank first for both. He suggested to put a lot of focus on non-branded terms in organic – as one tactic to keep paid costs lower.
1-800-Flowers owns a lot of defensive URLs plus 3,500 variations of their brand name (wow!). Also, organic search for 1-800-Flowers is their biggest source for new clients and cheapest marketing method. Another tidbit – 1-800-Flowers was the first Facebook page to have ecommerce options built in right through their Facebook page.