Recently, Google completely transformed the world of SEO tactics. Many B2B marketers are still under the impression that if they optimize all of the pages on their website with as many keywords as possible, that will drive traffic to their website and improve their search engine ranking. While this was true at one time, trying to get Google's attention at the expense of focusing on what your audience wants is no longer a viable internet marketing strategy. Google has made it this way. Today, successful marketers will need to create remarkable content targeted to their audience and their marketing personas. In fact, some are now starting to refer to SEO (Search Engine Optimization) with the new term CEO (Customer Experience Optimization).
Sometimes, desperate times call for desperate measures. That was the dilemma Zeller's, a Canadian discount retailer, found itself in last year. Zeller's had just announced that it was going out of business and had sold many of its store leases to U.S. giant Target. Zeller's found itself trying to sell much of its inventory with very little marketing budget. Faced with a very restricted budget - $400,000 vs. the $20 million marketing budget of other big retailers - Zeller's could not do the traditional TV, radio and print advertising campaigns for its final pitch. It still had to continue to sell product for months to come and do so profitably.