Search is always hiding in plain sight. We all know it’s there; but its esoteric and keeps evolving, and typically left to the ‘search expert’ – either inhouse or the Agency. While no marketer will ignore Search in their strategy, they also shy away from getting completely involved or even treating it as a strategic part of their marketing efforts. Let’s face it – once your team or Agency has managed to hit page one of Google for your ‘focus keywords’, just how much attention do you focus on search?
While marketers have been faced with the specter of Google’s ‘changing algorithms’ for a while now; at MarTech Advisor we are sensing a slightly altered narrative. Just as the approach to Content Marketing is shifting to Content Experiences, there is a definitive shift in the way marketers are approaching search too. The tow are anyway inextricably linked. New concepts such as voice, visual and vertical search aside, Search is also helping drive content discoverability more purposefully through the customer journey. In other words, it is becoming more strategic to marketing, rather than a box that needs to be checked. We spoke with Jordan Koene, CEO of Searchmetrics Inc, about what Strategic Search means in practice, and came away with some pretty practical and powerful tips for you to try! You may find that you’ve been missing the obvious.
There’s been a disturbing run in the past few months of news in which a religious group, immigrant group or member of a minority population faces some form of harassment, discrimination or even violence. Red state, blue state politics aside, these events are symptomatic of the continuing divide in which America stands at a crossroads.
Jordan is an ambitious leader with a passion for excellence. This quality is present in every new challenge and how Jordan mentors high-performing teams. Spanning experience in both B2B and B2C environments creating sustainable growth. Read more:
Jordan is currently the CEO of Searchmetrics Inc. In his current
role, Jordan manages the P&L and day to day operations of the business.
Jordan is directly involved in planning, leading and executing various
strategic needs for the US growth of the company. These elements include
management of budget, human resources and ensuring customer value is materialized.
Jordan’s focus on the expansion of the business has included growth channels in
technology and service offerings achieving a $12M revenue outcome. Before
joining Searchmetrics, Jordan was the Head of SEO and Content Development at
eBay. Jordan managed the single largest channel outside of direct traffic to
eBay and creating the most significant search growth in company history. Jordan
has presented at various industry events (SMX, Pubcon and Content Marketing
World) along with industry and customer gathers in which he shares insights to
success in Search and Content.