Levenger’s Lynette Montgomery on SEM
TM: What do you see as the future of search engine marketing in general, and for Levenger’s in particular?
LM: We started optimizing for organic search in 2004. From 2004 to 2005 we were up 120 percent in organic sales. In 2006 we are up 60 percent with peak season just around the corner. Paid and organic search now account for more than 30 percent of our online sales.
A lot has been [said] about what’s ahead—RSS feeds, online video and blogs—and how those tools will effect search engine marketing. I think because of their relevancy and immediacy, blogs will be the most significant factor. Blogs enhance the organic search, and advance word of mouth or viral marketing.
At Levenger, we’re constantly optimizing, adding to our search terms, changing and monitoring our searches to achieve maximum return on investment. It takes work, but the rewards are truly well worth it.
TM: What single piece of advice would you offer a company ready to get serious about SEM?
LM: Monitor, test and optimize. Okay, maybe that’s three. Work with your search marketing company to determine its rules and guidelines, then test different copy, images and layouts.
And lastly, don’t be afraid to make constant changes and little tweaks to the site to make sure that when your customers, or potential customers, are looking for your product or service, they find your company quickly and easily.
This interview appeared in the December 2006 issue of Target Marketing.