SEO, SEM & the SME

SEO in its early days was a fuzzy concept to me, without proven results to have a case for management.   It seemed like anyone with some IT knowledge could pick it up.   So I recruited one with an offer to learn SEO on the job and to experiment on our websites, so long as he did not resort to ‘black hat’ strategies or harm our online reputation.  He focused on the “technology” while I did the content.   I wanted to try in-house expertise even though we were only an SME.  I was fortunate to have a boss who let me experiment.  

My bet paid off.  We went from SEO to SEM to display ads.  We were an early adopter in the industry, and enjoyed first page search results for a long time, until I started receiving calls from vendors.  They helped educate the market fast and soon smaller competitors appeared alongside us.  We were ousted if we did not keep up.  I reckon ‘first page’ propositions were easy to sell.  It was amazing how competitors got on first page quickly (some had basic web content).  More vendors pushed SEM in later years.  Perhaps it was faster to show results.

On display ads, I encountered an SME boss who declared his campaign a failure after only 4 days - there were no calls. It did not matter that 14000 impressions were served, with 84 clicks.  

Though studies show that web-surfers’ eyes are ‘programmed’ to avoid banners, I feel display ads have a role to play in search results, and conversions.  Search has better ROI than display for obvious reasons.  Display helps in reinforcing brand awareness or to drive specific offers. 

In measuring returns, measures like CTR, impressions, web traffic are the norm.  Other metrics like revenue from specific channels or ad spend per sale are tricky if we employ various channels, including off-line, in integrated campaigns.   Without clearer ROI metrics tied to actual sales, it appears SMEs are driven to go and stay online by customers and peers, and are content with metrics on their online presence, reach and share of voice for now.

My learning points so far are:

-         Content is important.  So is constantly keeping up with the evolving landscape and technologies.

-          Digital marketers must educate and manage the expectations of SME bosses

-         SEO, SEM, display ads – I will use all.  These, plus social media engagement and mobile advertising perhaps justify in-house digital expertise in SMEs.  There is synergy and efficiency to work alongside traditional marketing. 

However, talent is challenging.  According to a study*, 59% of marketers in Singapore find their current employees lacking the right skills set while 30% have difficulty retaining such staff.   Considering the study polled larger companies, what does that leave for SMEs?  Agencies fare no better: only 11% rate their agencies as excellent.   Larger agencies with good talents are often beyond the reach of SMEs. 

I had thought the Internet supposedly levels the playing ground for SMEs, especially with its cheaper advertising platforms.  Regardless, I think it is worthwhile to get on, DIY if necessary, experiment and it can only get better.

Well, the staff I recruited quit after learning the ropes in one year, to set up his own firm. 

*Adobe APAC Digital Marketing Performance Dashboard 2013