BFO Featured in Academic Publication!

February 20, 2024

5 Minute Read
Be Found Online featured in academic publication

Everyone likes a little recognition every now and then, right? As the Director of Marketing at BFO, I like to think the best part of my job is being the "cheerleader" for all the incredible work the team does for our clients on a daily basis. It's hard for people to talk about themselves and the value they bring, and I'd like to think that's where my role comes into view.


That's why, when we were approached with the opportunity to have our case studies considered for Kelly Cutler's recent book, Search Marketing: A Strategic Approach to SEO and SEM, the chance to highlight the team showed up as an ear-to-ear smile across my face.


The book provides a rigorous and insightful exploration of search engine optimization and search engine marketing - something even us professionals are continually brushing up on to keep our expert status! It offers a strategic framework and practical techniques to empower digital marketers to drive results while navigating the complex landscape of search marketing effectively. You can see why I'm so grateful to have BFO included.


Gratitude, ACTIVATED

First thing's first – a massive shoutout to Kelly for considering BFO, working with us to find the right examples, and including two BFO case studies in the book. As soon as I held the physical book in my hands, I felt a profound sense of pride.


Kelly is not just any author, though; Kelly's a rockstar professor at Northwestern University, is founder and CEO of her own digital strategy firm, and is a board member for AMA Chicago. With all those accolades (and the fact that Kelly was a joy to meet with every time we connected), you can see why we're so honored to be a part of such an incredible book!


Kelly, if you're reading this, thank you so much for highlighting the caliber of work our team produces.


SEO: American Marketing Association Chicago

On the SEO side of the book, Kelly highlights the work the BFO team did with the American Marketing Association's Chicago chapter. With the national chapter of AMA also headquartered in Chicago, the team had their SEO work cut out for them, though it didn't take long to form an attainable strategy that would get AMA Chicago the local visibility they needed.


Kelly's book dives into how the team built and executed an SEO strategy that started seeing significant results... in less than 6 months! AMA Chicago's website not only became more visible in the ways they wanted it to be, but also started stealing some limelight from the national chapter in organic search.


SEM: Arizona Tile

In the second section of the book, Kelly turns her sights to SEM, which is where the BFO case study with Arizona Tile makes its appearance! The case study hones in on how the team utilized key features of Microsoft and Google Ads to maximize qualified traffic to drive conversion and sales. Kelly gets into the technical, so you’ll have to pick up the book for that level of detail.


Cutler's book unveils how we teamed up with Arizona Tile to build out a strong strategy for the brand to stand out in a crowded market. I won't spoil the ending for you, but the teams saw some impressive increases to conversion rates with the strategy implemented.


What You'll Find in the Book

Still not ready to grab a copy of Search Marketing: A Strategic Approach to SEO and SEM yet? Well, apart from highlighting just two of Be Found Online's client successes, the book is sardined with filets of marketing wisdom, especially as we look towards so many digital changes in 2024. Kelly dives deep into the ever-evolving world of search marketing, spending much needed time on the delicate (and important) dance between SEO and SEM.


Kelly infuses the book with real-world examples, anecdotes, and expertise to make learning about SEO and SEM feel like friendly wisdom from a seasoned marketing professional. Whether you're an experienced marketer or just dipping your toes into the digitalSteve Krull and Kelly Cutler at Book Signing Event seas, this book is a fantastic compass to get you moving in the right direction.


A Toast

Now, it's about time that time to raise a virtual toast to Kelly and all the hard work, attention to detail, and experience that went into bringing this book to life! And for the team here at BFO, here's to the late-night brainstorming sessions for client wins, the countless cups of coffee it took to get there, and the thrill of seeing our strategies leap off the pages of a book and into the hands of fellow marketers. Again, to see this work published on a page truly fills me with an immense sense of pride being a part of the Be Found Online community.


Write the Next Chapter With Us

In the words of Kelly Cutler, "stay curious, ask questions, and continue learning." 


And hey, if you're looking for a good read, you know where to find us – right there in Kelly Cutler's book... or by reaching out to start a new chapter with BFO today! 


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Kyle Geib - Director, Marketing & Digital Communications

Kyle Geib

As Director of Marketing and Digital Communications, Kyle brings an extra layer of enthusiasm to BFO’s incredible team of experts. Dedicated to continuing to cultivate BFO’s presence as a unique and knowledgeable voice in the industry, he leans in on his experience marketing in both the B2C and B2B spaces.