Jack Landman Bio
He attended Trinity University in San Antonio, Texas, from which he graduated cum laude in 1974 with Bachelors of Arts in Journalism, Broadcasting & Film and Religion. He received the Shouse Award for Outstanding Broadcasting Graduate and was a University Scholar with Honors in Religion.
He began his career by staying on at Trinity University in a dual role, as an instructor of film production in the JBF Department and as a staff member of the Public Relations Department, its Director of Broadcast.
In 1976, with a grant from the National Endowment for the Arts in hand, he became an independent documentary filmmaker. Among the films he produced and directed were the PBS documentary, “Mexican Culture and the Healing Arts” and “The Newton Boys: Portrait of an Outlaw Gang”, which took top honors in the documentary category at the Festival of the Americas. He was also the editor for the theatrical film, "Please Don't Bury Me Alive", (Por favor, no me enterren vivo!), directed by Efrain Gutierrez, and known to history as “the first Chicano feature film”.
During this period, he became the first president for the Artists Alliance of San Antonio, an organization dedicated to creating an open channel between the business community and the creative community of South Texas. He also formed, and served as president of the San Antonio Film Society. Working closely with Trinity University, this organization provided weekly showings of prominent foreign and international films to a hungry audience which otherwise had no outlet for this fare.
His first commercial film venture, (in conjunction with Trinity University's JBF Department), was, “In A Single Day”, a promotional film for the San Antonio Spurs of the NBA. This film was used as a springboard for the formation of Texas National Productions, a film, video and television commercial production company.
In 1980, he accepted the position of Senior Producer/Director at Hayes Productions of San Antonio, Texas, one of the country's leading producers of television commercials. Landman directed and/or produced over 100 television commercials for banking companies, soft drink companies, grocery chains, transit systems, politicians, and more, during his tenure at Hayes. He also continued producing promotional film for the San Antonio Spurs. His final project at Hayes was producing and directing, (with the help of many others), the T-Bone Burnett music video, “Hula Hoop”.
In 1984, he joined a family business, Landman Company, a national distributor of lighting products as Director of Marketing. In 1985, he started a retail venture, Take It Home Video, which grew into an eleven store chain of video rental stores in the Dallas-Fort Worth area. It was selected as Top Video Retail Chain in the U.S. for 1988 by the Video Software Dealer's Association.
In 1991, he returned to the film production business, becoming the marketing director for Match Frame Production, Post Production and Animation of San Antonio, Texas. Match Frame is a highly regarded company, known internationally for its creative and technological achievements. He became general manager of operations there in 1993. He also took another turn in a civic role, as President of PASA, the Production Association of San Antonio, in 1994.
With the emergence of the internet in the mid 90's, Landman turned his attention to the World Wide Web. He left Match Frame in 1996 to form Jman5 Web Site Services. His initial efforts were directed toward web site production and multimedia delivered via web sites. He developed a strong expertise in streaming media and web cam projects, but by 1997 his focus was, and still is, search marketing.
At different times throughout his career, Landman has performed as an on-air professional broadcaster and radio talk show host. In the 1970's he hosted the Nightwatch program, a weekly interview program covering the arts and entertainment. In 1997, he became the originator and host of Cybercity on KTSA 550 AM in San Antonio. This eclectic mix of interviews on science, pop-culture, technology, entertainment and the weird, was a weekend fixture on San Antonio's airwaves for six years with its extended three-hour broadcast. After leaving KTSA in 2003, he continued the program, streaming it on the internet to a worldwide audience. Ever one to push the envelope, Landman added a live in-studio web cam to the broadcast, allowing the audience to watch as well as listen. Cybercity went on hiatus in 2005. In the meantime, he can be heard weekly, Wednesdays at 10:30 AM, CST, on KAHL AM 1310, in San Antonio, doing a half-hour technology segment on the Eliza Sonneland Show.
Search marketing consists of two aspects: search engine optimization and sponsored listings management. The goal of each is to make web pages receive the highest possible listings in the major search engines for the terminologies and phrases the public uses to locate specific goods and services. (The major search engines are those web sites which are familiar to every internet user, and include, Google, Yahoo and MSN, among others).
There are two aspects to search marketing because there are two kinds of search engine listings: the natural listings and the sponsored listings. Each search engine company's results pages usually display both the natural and the sponsored listings. The natural, (or “organic”), listings, usually appear more prominently on the search engine results page. The order of these listings is determined by the content on the web pages being listed and nothing else. The search engine uses an algorithm, a proprietary and secret mathematical formula, to analyze every web page in its database. The algorithm determines which web pages are most relevant to a word or phrase which has been entered as a search term by a viewer. Some people refer to these results as “algorithmic” results, instead of organic or natural results, but all these terms mean the same thing.
The technique used by search marketers to achieve top listings in search engines has come to be known as search engine optimization, or SEO. To describe it more accurately, it should be called “web page optimization”, because it’s the individual web pages in a website which are edited and structured to be the fountains of information the “brain” of the search engine will rank as most relevant with its algorithm.
The other type of listing which appear on search engine results pages are the sponsored listings. These services go by names like Google Adwords, Yahoo Search Marketing and MSN Ad Center. The listings or “ads” usually appear in smaller type, off to one side or the other of the results page, and are composed four short lines of text, looking like a classified ad.
The sponsored list is a form of paid advertising. Ingenious systems have been developed for managing the position of these ads which only incur charges for the advertiser when they are selected by the viewer, by his or her clicking upon highlighted text in the ad. Search terms are made available to advertisers in a kind of auction, with him who is willing to pay the most for a click usually receiving the highest position in the list. However, it is possible also for an advertiser to set a limit on the amount he wishes to spend in any day.
As it is with the natural listings, an ad still must meet tests of relevancy for a search term in order to be ranked highest. Because other factors may be equal between two competing ads – they both are willing to pay the same amount per click – then it falls to other details to determine which is most relevant, details like repeating the search term in the ad content or using it in the headline of the ad can make all the difference in which ad is ranked first.
If all this sounds complicated, it's because it is. It is why the professional search engine marketer has a necessary and important role to play in this realm of advertising and marketing.