LSM Discusses Search Engine Marketing at Vanderbilt

Cherrie Clark is a professor at Vanderbilt University who works in, and is the director of, the Program of Managerial Studies. One of the classes Professor Clark is teaching this semester is ‘Principles of Marketing,’ an undergraduate course where students learn how to market for non-profits and for businesses. Throughout the course of the semester, students have explored various marketing topics, including pay-per-click-advertising on Google and organic search engine optimization (SEO).

Matt Job, Chief Marketing Officer of LSM, was asked to visit Professor Clark’s class on April 7th, 2015, to present important information about the world of search engine marketing discussing topics such as:

1. The breakdown of Google’s search engine result pages (SERPs) and how the format changes across devices and search queries (mobile vs. desktop, organic vs. paid, national vs. local)

2. Why businesses should consider investing in organic SEO

3. Why certain businesses should consider advertising via Google’s pay-per-click (PPC) advertising platforms (Google Search Network, Google Display Network, Google Shopper Network)

4. Best practices for SEO optimizing a website to increase its positioning on important, non-branded search queries

5. How to develop efficient Google PPC and remarketing campaigns to optimize cost-per-conversion rates

Matt delved into the specifics of SEM and SEO, stressing the importance of both and providing examples while also creating a dialogue for students to ask several questions and express interest. Given the growing importance of companies needing to market themselves online, the discussion provided students with a foundation of digital marketing knowledge that they can utilize in internship and full-time positions

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