by Manoj Jasra

Search Engine Strategies is less then a month away and this year it's taking place at the Moscone Center in San Francisco. Earlier this week I had the opportunity to catch up with Andrew Chang, Marketing Manager at LinkedIn, to get some insight into his session on PPC and SEO best practices--specific to B2B. Read our conversation below:

[Manoj]: Your session at SES is related to SEO/PPC strategies with regards to B2B, how does LinkedIn become part of equation?

[Andrew Chang]: Millions of people visit LinkedIn each day to connect and re-connect with colleagues and business associates. Our members come from all walks of life - accountants, financial advisors, attorneys, web developers - and they are well-connected and active professionals that many B2B marketers are trying to reach. For this reason, we built and launched our own self-service PPC advertising offering called LinkedIn DirectAds (http://www.linkedin.com/directads) that allows anyone with a LinkedIn account to place text ads on prominent pages and target those ads to only people you're trying to reach.

A quick example of how this works: One of our most successful customers is an e-learning company that's trying to attract the attention of primary school teachers to sign up for a Master's degree program in Education. Over 214,000 LinkedIn members have identified themselves (in their LinkedIn profiles) as being in the "Primary/Secondary Education" industry. Within a few minutes, the e-learning company created a text ad and start displaying the ad only to those 214,000 members when they visited LinkedIn. Teachers click on those ads to learn more about the Master's programs and the e-learning company pays for those clicks.


[Manoj]: How has the game of lead generation changed in 2010?

[Andrew Chang]: Two ways: Social media and mobile. The increased use of social media services like LinkedIn, Facebook, and Twitter is forcing businesses to rethink how they spend their time and budgets. On LinkedIn, thousands of LinkedIn Groups have sprouted up and liked-minded professionals are engaging in conversations that span the buying cycle. Businesses should be thinking about how they might engage with prospective customers within these groups, encouraging their employees to participate in these conversations. Increased mobile internet access worldwide requires that businesses take a second look at how people experience their website, emails, and other marketing assets from mobile devices.

[Manoj]: I've always thought that the importance of SEO never weakened over the years, what do you think?

[Andrew Chang]: Even though I work in online advertising, I always recommend to business and website owners that their websites and web content is optimized for both search engines and social media. I've noticed that in recent years this has become easier to say but more and more complex to do. Just take a look at the Google's Webmaster Central Blog and you'll see that it's not just about having the right content on your pages and getting high quality websites to point to your content. With YouTube videos, tweets, and other online assets now crawled and indexed in search engines, you need to think about SEO for more than just your website content.

People don't realize that your presence on LinkedIn can be optimized for search as well. At a personal level, your own LinkedIn profile often appears in search results when people search for you by name. To make a great first impression, you should make sure that your LinkedIn profile is current and complete. Here's a link to our learning center where you can learn more: http://learn.linkedin.com/profiles/overview/

Companies also can have their own pages on LinkedIn and you may be surprised by how many people click over to your company's profile after visiting your personal profile. Anyone at at company can edit the company's profile on LinkedIn. To learn more, check this out: http://learn.linkedin.com/company-pages/

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