Beware the CEO EGO!
Keyword Analysis is probably the most important and difficult part of any Search Engine Marketing project - whether SEO or Paid Search. Tony Wright's article "Ego Bidding Gone Wild" reminded me of a slide I have in my presentation deck when talking about B2B Search Engine Marketing; the one called 'BEWARE the CEO EGO'!! The CEO EGO manifests itself in three ways:
- The desire to show up ahead of the competition (as mentioned in Tony's article)
- The desire to show up for the cool words that are in the company mission statement
- Their desire to be #1 for their own name - in every country, language and time zone
Convincing the CEO that they should use the legacy words on their website or in their ad copy is a tough sell. If the CEO decides 'NO WAY', then the lead flow volume will be lower and the quality of the leads will be lower. WebMama.com has lost clients over the fact that we spent $10K of their money to develop their keyword strategy, and the results tell them they should put the very words they seek to replace in prominent locations online. Oh well...