10 Questions With Jennifer Laycock

Kinda hard to believe that it’s been one week since we talked to my bff Lisa Barone. But she was kind enough to refer me to the next person I should irritate with my 10 Questions segment. I caught up with the Editor of Search Engine Guide and the owner of the Lactivist Blog Jennifer Laycock, and here’s how I wasted her time.

10 - Your profile at Search Engine Guide says you have been involved in internet marketing since 1995. Is the first site you optimized still up? If so, can we see it?

Well, I spent about 15 minutes on the Wayback Machine trying to find any of the ones I remember working on that first year and none of them are showing up. Pity. They were pretty awful…in fact, I remember designing one for a local fire department complete with an animated gif icon of a fire truck zooming across the bottom of the page. Even some larger sites that I worked on like the first site for the Columbus Crew MSL team and the Columbus Convention and Visitors Bureau’s original site are long gone from the archives.

9 – I remember the net of 1997 best. Alta Vista and Lycos were duking it out, AOL was exploding in use and the 56k modem was a must have. 10 years ago, did you foresee internet marketing as a viable industry?

I did, though I never dreamed of things like search engine optimization, viral marketing or social media marketing. Back when I first started working in this industry it was all about building content sites and then using offline marketing channels to drive people to them. I actually still remember visiting Yahoo! the week it launched…using a Lynx browser and a Freenet account. In fact, I also remember my high school friends making fun of me for spending so much time on “that stupid Internet thing” which was usually followed up by phrases like “like THAT’S going to go anywhere!”

8 – You’ve been involved with a myriad of companies ranging in industry focus and target audiences. As far as clients go, who on average understands and values SEO/SEM services better; small, medium or large sized organizations?

That’s a tough one, mostly because the ones that don’t get it REALLY don’t get it and the ones that do get it tend to be super gung ho about it.

I think in terms of potential, medium businesses tend to be the easiest to work with. They tend to have a little more in the way of resources and an attitude that lends itself a little better toward some risk taking. It’s a shame though as I think search marketing really holds the most potential for the little guy.

7 – Let’s pretend that a friend of yours has decided that they want to start learning internet marketing fundamentals. Where would you point them to?

Gee…Search Engine Guide maybe? After that, since we’re talking internet marketing and not just search marketing, I’d suggest they subscribe to some great overall blogs like Church of the Customer and Duct Tape Marketing and then check out various marketing forums to find the one that fits their personality. I don’t have much time to spend in forums anymore, but having gotten my start in SEM on the old Jim World Search Engine Forums, they still hold a special spot in my heart.

6 – It seems that there are more and more people jumping on the SEO/SEM bandwagon causing the industry itself to somewhat fragment into more specialty niche’s such as “reputation management” firms. Do you think we’re gonna see a rise in such in specialty SEO services like this?

I think we almost have to. The reality is that there is only so much time in a day. When you’re busy doing client work and trying to perfect your skills, you have to prioritize what you study. With search marketing quickly bleeding into things like usability, social media, online rep, blogging and viral marketing it’s just crazy to expect any one person to fully get all of them. Smart SEO/SEMs and those new to the business will pick their strongest area and really focus on honing their skills and then will work to find other skilled consultants that know more about other areas to partner with.

For example, while I still do quite a bit of playing around with organic search optimization, I’m finding that my true skills and interest lie in things like viral marketing, social media marketing and blog marketing. I keep in touch with consultants that specialize in other areas (PPC, usability, analytics and so on) so that I can pick their brains or send them clients. Other people do the same with me.

5 – Which is cooler: original Transformers or the new ones?

I can’t believe you’d even have to ask that. Now one wrote a giant check to make sure the original transformers had a certain logo on the back of them. I’m all for innovative marketing, but I’m pretty sure there weren’t any Pontiac Solstice transformers hanging out in my toy box back in the 80’s.

4 – If you had bit of advice for all the up and coming SEO practitioners out there, what would it be?

Network, network, network. There’s an enormous need for more skilled SEOs these days and nearly everyone I know is looking for new companies to refer work to. Getting your name and your knowledge base out there where people can see it will go a long way toward helping you get clients. Even if you’re new to the game and still honing your skills, there’s always a price point that will attract companies that are just looking to get started.

3 – What was the strangest or funniest keyword/phrase you have tried to rank for?

My claim to fame back when I was the Web Search Guide at About.com was a #1 Google ranking for “Paris Hilton Sex Video” at the height of that scandal. About paid by the page view, so that one was quite the score.

2 – What website do you spend the most time on that people should check out?

I’ve been spending a ton of time lately on both Flickr and Yelp. Let the rest of the world obsess about Digg and Facebook…I just don’t see the appeal.

1 – Who do you tap for the next interview with me?

You simply must talk to Matt McGee of Marchex and Small Business SEM Blog. One, because he’s brilliant and two, because every time I see him I think of a big squeezable teddy bear. What’s not to love?

Thanks Jennifer, you totally rock! Ok so it’s official, now I have to chase down a big squeezable teddy bear Matt McGee and see if he’s hip to rapping with me.. uhmm.. aww yea? Wish me luck and let me know if you can suggest any other people I could pester.

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