Andrew Hazen grows his search engine optimization company into a $3M-

Long Island Business News, Sep 15, 2006 by Adina Genn

Andrew Hazen has never made a single cold call. But he's grown his search engine optimization company, Prime Visibility, into a $3 million-plus enterprise.

Since launching the business in 1999, he's chosen an education approach to convert prospects into clients. "We call it 'Tell, don't sell,'" Hazen said.

As clothing retailer Sy Sims tirelessly advocated, the educated consumer is the best customer. That mantra is particularly critical in the tech field. Because technology is always changing, many businesses are not aware of the latest advances - so it behooves a tech company to keep prospective clients informed.

Hazen finds it beneficial to talk up the benefits of search engine optimization, a service that includes incorporating keywords, links and more on Web sites to help companies improve their rankings on search engines such as Google and Yahoo. He has educated a broad spectrum of prospects, thanks partially to a spot he landed in "Google Boys," an A&E/Biography Channel documentary that has aired nationwide more than once.

Hazen also spoke before decision-makers at a $1,500-a-seat Boston symposium run in July by global consulting company Frost & Sullivan. The high price meant only those serious about search engine optimization were present.

Also in July, Hazen spoke at an event run by Davler Media Group, a New York specialty magazine publisher. Other gigs that garnered clients included an interview on News 12 Long Island and a steady teaching commitment at The Learning Annex in New York, he said.

In addition, Hazen has served as a presenter at Hauppauge Industrial Association seminars and has organized his own events at the Huntington Hilton.

He now employs 45 staffers (he's still hiring), who have helped more than 250 companies with their rankings, according to Hazen. High-profile clients include FoxNews.com, Tourneau and Star magazine, according to the Prime Visibility Web site.

Not all audience members are prospects, however. Some, in fact, could be competitors, perhaps rendering Hazen vulnerable if he gives away too much information, he acknowledged. Because of that potential threat, in fact, he once canceled a planned event.

But now he's decided to go full speed. Competitors, he said, "don't have the clients I have, or the resources, or the reputation."

Besides, IT companies must educate to establish credibility with their clients.

"In the information technology business one of the key values the customers always wants and needs is knowledge transfer," said IT veteran Howard Cohen, president and chief operating officer of LAN associates, a Central Islip-based IT firm that serves legal firms. "That is actually how we best compete, by always keeping our clients abreast of the latest developments and advances."

When speaking before large groups, Hazen is sometimes approached by as many as 12 prospects, perhaps three of whom will ultimately sign contracts. He even brings key executives along so that they can begin a dialog right away with interested prospects.

Hazen didn't start out at such premium forums - in the early days, he spoke at workshops hosted by the Small Business Development Center at SUNY Stony Brook. He struck a chord with those audience members, who, more often, than not, could not afford Hazen's services; nor could many of those attending his Learning Annex classes.

Realizing he couldn't serve the average mom-and-pop, Hazen acquired this year a pay-per-click company - Belocated.com - which offers smaller programs that begin at $89 a month, Hazen said.

As Prime Visibility moves forward, Hazen expects to garner stronger results. The company's vice president of business development, David Zeiter, now also speaks at events, giving the company even better access to key decision-makers.