Interview with thomasnet.com search engine Planning Manager)

Abstr:Jessica Bowman is the director of search engine marketing at business.com and a freelance consultant. As a well-known expert in the company's internal search engine marketing field, Jessica prefers the human aspect of the search engine-the strength of the comprehensive team to do things well-and this is the difficulty facing most search marketers.

In-house Spotlight: Manager of Search Engine initatives, thomasnet.com

27th, 2007 by Jessica Bowman

When Jill sampey took over the marketing task of thomasnet search engine, thomasnet's search strategy was progressing smoothly with remarkable achievements. Later, she honed her personal strengths through her years of work experience in the company, and learned how to step by step and adjust and implement strategies as planned. Thomasnet is an enterprise industry directory with millions of pages. Jill soon realized that the key to success on a website of such a large scale is to implement process and repeat processing mechanisms and create reports.

Jill's advice for implementing an existing plan is to learn as much about the history of the website as possible, including the past cooperation and distribution of the website, as these problems will become apparent in the future.

The best and effective method is to fully think about the information you want to track, can the information you get fully meet the analysis requirements (Jill is called "Crisis Analysis" or "What is the ranking ").

The following is an interview question and answer:

You joined thmomasnet.com to perform search marketing. Before that, the search engine marketing strategy of the website was successfully implemented. What makes you want to join such a company that has been deeply engaged in search engine work? What are the expectations of such a company?

JILL: I have actually worked in tomasnet before I took over the search engine optimization policy. Taking over the work that has already taken shape means many unprecedented challenges, especially domain names that have been around for years, which will affect the current and future rankings. One of the most interesting tasks at work is to study the ranking data of the website itself and each year. In the face of such a systematic company, I will learn as much as possible about the history of the website, from its domain name to search, to important structural adjustments in the past. For many large information publishing websites, we will think of the previous distribution business and other cooperation. This helps to understand the motivation for creating a search engine plan at first. These are conducive to solving possible ranking problems. More importantly, they help you make decisions and decide whether to go to the company or not. If the company's management is not aware of the importance of search for business development, it is extremely difficult to implement effective strategies.

How did you perform the search marketing program and reposition your strategy based on your suggestions?

JILL: I first tried my best to collect information about websites, domain names, business goals, marketing methods, and shareholders. Then I sat down with the company's core leaders to learn about the company's history from their perspective. After that, work means a large amount of data analysis.

Thomasnet has recently renewed its website brand, and everyone has their own ideas. How do you deal with internal disputes and objections with such a big adjustment? Is there any secret?

JILL: Adjusting and handling the expectations of different shareholders is the key to developing effective search engine strategies. I regularly organize shareholder meetings, discuss strategies, raise concerns, and send the latest standard materials to them. Concise and clear text communication is especially important for brand re-creation. It should not only avoid setting too much expectations, but also urge them to use new brand names by email or offline communication.

You have a lot of work to send results to individuals through process control. What specific process do you use?

JILL: I think documents are very important in search engine policy management, especially when many people participate. We have a public search engine database from which we extract data. This ensures that everyone uses the latest data without error information. We make the key changes of the website into charts for analysis. In our words, we call it "Crisis Analysis" or "What is the ranking ". The modification of the document also facilitates the updates of the data collection system and ensures that all pages on the website are correctly marked. We also regularly discuss the status of search-related projects.

Can you describe the marketing process of thomasnet search engines?

JILL: search engine marketing sounds a bit old, but the difference in our search engine marketing process is that from the very beginning, we should consider user needs. Let's take a look at what users need and make sure to provide them with relevant information and channels. Our success in search engine marketing directly reflects our success in meeting user needs.

The thomasnet website has millions of pages. The only feasible way to continue expanding the size of the website is to achieve smooth and repetitive processes. How do you implement the search engine optimization process?

JILL: We use software tools to implement most processes based on different business and indexing needs. We have broad options for indexing and rejection, which can control the information publishing process. In addition, we have regular quality control reports, which ensures smooth processes.

When a website has thousands of pages, data management becomes a major task. For websites of such a large scale, how do you consider the search requirements and implement large-scale data management? What is the key to achieving management?

JILL: in fact, there is a great contribution to us, that is, our reports focus on readers rather than data types. This is important when data is shared across departments. During the entire process of data management, you need to create a database based on the main business rules, or make people think that this is what I want to know, and then add intuitive elements to the front end, export and drawing functions are available.

You have mentioned that smooth modification not only relies on process control, but also on how to notify individuals of updates to process control. Do you have any good suggestions to share with others?

JILL: the best advice I can think of is to keep everyone informed of the information clearly, even if they have no active requirements. When collecting and sharing data, you must always consider the needs of the company as an individual. Consider other departments and management in advance, ask themselves what they want to know, and then provide data that meets their needs.

If the company's search strategy has been developed and implemented successfully, what problems should a search marketer think about before joining the company?

JILL: The first question is: what is the impact of search engines on your career? The second question is: who will ultimately be responsible for website publishing and updates? How should you get along with the person in charge?

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