Posts Tagged ‘search engine optimization’

Vortex Tools shares why search engine optimization (SEO) and other e-marketing shortcuts largely don’t apply to the oil and gas industry.

I spoke with a marketing group recently. Given that’s my role in this organization, I have at least three good ideas as to what works and what doesn’t, but hey, you never stop learning.

Anyway, this marketing group focused on search engine optimization. Basically it’s a way to increase your presence all over this here internet, so that when people type in anything minutely related to what you do, your company pops up in search engine results sooner rather than later. There are a number of ways to do this. Most involve time and/or money and only last as long as you keep investing time and/or money at a rate comparable to your competition.

These tactics include paying off search engines, abusing social media, and quickly writing several 200-word articles that basically all say the same thing about your company (without copying and pasting) and then placing them on dozens of sites that link back to your homepage. You can also go the longer route by writing scintillating original content (read: this here blog) that covers a broad topic while occasionally (overtly) promoting your company. If you happen to hit a popularity wave, said scintillating original content will become rip-off fodder for all those 200-word articles populating a search engine in some other company’s favor.

(Sadly, citing any term that can be remotely connected to porn also helps.)

I kid you not, this popped up when I searched for 'marketing'

I kid you not, this popped up when I searched for ‘marketing’

Really the goal is to have a bunch of arrows all over the internet pointing back to your product. As a result, larger companies do all the above while smaller companies flail the marketing work out of an unpaid intern, hire someone who can wear many additional hats, or give a marketing group just enough funds to put in some work that will keep you up to speed for three-to-six more months (or less, when search engines wise up on their criteria).

This marketing style works for a number of industries, but not oil and gas. I got to explain this in my response to the marketing group representative:

“I get the value of marketing and all that, but you need to understand something: The oil and gas industry is not about cutting edge tech. They’re largely using technologies from 50+ years ago—so it takes a long time to get technologies widely accepted here. With this in mind, I don’t think the CEOs and CFOs of large, multi-billion dollar oil and gas companies are going to make a decision based on what’s trending on Twitter this week. I say this because they’re the types of people I’d be willing to pay an outside group to help me get an in with.

“Even with smaller, independent oil and gas companies, drilling a well is very expensive. It’s an $8 million hole in the ground or a $30 million rig on the water if you’re going offshore, so again, I don’t think they’re going to be influenced much by what’s on page one of Google.”

Not surprisingly, our conversation didn’t go much longer, but if you happen to be on Twitter, I’m forced to cap my grievances at 140 characters here (@vortextools).

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Colin McKay Miller is the VP of Marketing for the SpiroFlo Holdings group of companies:

SpiroFlo for residential hot water savings (delivered 35% faster with up to a 5% volume savings on every hot water outlet in the home), industrial water purification (biofilm removal), and reduced water pumping costs.

Vortex Tools for extending the life of oil and gas wells (recovering up to 10 times more NGLs, reducing flowback startup times, replacing VRUs, eliminating paraffin and freezing in winter, etc.).

Ecotech for cost-effective non-thermal drying (for biosolids, sugar beets, dairy waste, etc.) and safe movement of materials (including potash and soda ash).

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