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Christine Churchill: Traditional And Search Marketing Expert
About ten years ago, Christine Churchill worked at NetMechanic, an Internet-based startup company. She was the only MBA on board. The responsibility for promoting the company’s new website fell to her—and she had almost no budget to work with. Christine had to develop a marketing plan to send more traffic to the site, and she learned fast. She regularly doubled the traffic to NetMechanic’s site every six to nine months, and took the company’s online publication, the NetMechanic Webmaster Tips Newsletter, from a subscriber base of 20,000 to over 100,000. She became the subject matter expert for HTML Toolbox and Search Engine Power Pack, two of NetMechanic’s best-selling software packages. Today, Christine runs a search marketing consulting business, KeyRelevance, from her home in Dallas, Texas. She is also active in the search marketing industry, working as the associate editor for e-marketing-news with Mike Grehan and as the Chairman of the Dallas-Fort Worth Search Engine Marketing Association. She also moderates at the High Rankings Search Engine Optimization forums, and serves as a speaker and educator at Search Engine Strategies, WebmasterWorld, Internet World, High Rankings Seminars, and other industry conferences around the world. Christine believes that usability and accessibility come first in website design. In her own work, she excels at striking a balance between easy navigation and conversion for customers and optimization for search engines. She believes that concentrating too much on graphic “style” to the expense of these principles is a mistake. As a search marketer, Christine believes that traditional marketing principles are more important than technical expertise—and she believes the importance of good marketing strategy will continue to grow. She sees the Internet becoming more and more competitive, and believes it will take considerable marketing savvy to maintain a high ranking in the future. Christine’s background in offline marketing serves her well in her career as a consultant, and she considers herself well-placed to take on future challenges. Christine is passionate about ethical search marketing. She’s a founding member of the Search Engine Marketing Professional Organization (SEMPO), and co-chaired the association’s technical committee as well. She used her position on various industry committees and as speaker at conferences to advocate organic, non-spam link-building and optimization techniques. In 2004, she left SEMPO to devote more time to her family. As a home-based business owner, Christine says her biggest challenge is striking a balance between work and family life. Search marketing is, by nature, a 24/7 business, with rules that change constantly. To stay at the top of the field, search marketers must constantly update their skills. Today, Christine believes that she’s closer to achieving that balance—but it’s never easy. Useful website
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