SEO — Just One Metric in a Complex World

SEO ais part of an integrated marketing campaignThis post is for any­one who thinks that effect­ive Inter­net mar­ket­ing is simply a case of achiev­ing a top 3 pos­i­tion in a Google search.

As a com­pany involved in help­ing people achieve advant­age­ous search engine res­ults we’re cer­tainly not going to deny that a con­nec­tion exists but it really is only part of the story. Pay per click advert­ising will get you straight to the top but unless it’s com­bined with a coher­ent mar­ket­ing strategy and a well thought out web­site much of the money will be wasted.

On the assump­tion that most of us would be happy with a lesser pos­i­tion in the search res­ults if sales had quad­rupled I offer the fol­low­ing thoughts on keep­ing SEO in perspective.

SEO Is Just a Means to an End

SEO rep­res­ents a means to an end, the end being increased business/​sales/​leads etc. Unfor­tu­nately it’s too easy to get so wrapped up in the SEO pro­cess that you lose sight of the actual goal. With that in mind here are 5 ques­tions that need to be asked early in the web­site improve­ment process.

  1. Apart from SEO, what other mar­ket­ing activ­it­ies are you using?
  2. Do you routinely meas­ure the suc­cess of your other mar­ket­ing? Do you know where your leads cur­rently come from?
  3. Once vis­it­ors arrive at your site is there a clear site struc­ture allow­ing them to quickly find rel­ev­ant inform­a­tion and is there a clear call to action encour­aging them to make contact/​download a brochure/​make a pur­chase? As an aside, we’ve seen plenty of beau­ti­fully designed web­sites that simply fail in the job of get­ting poten­tial cus­tom­ers to pick up the phone.
  4. Do you know how much it costs for each lead you get from each mar­ket­ing medium you use? Are you happy/​unhappy with this num­ber? Are you look­ing for more leads at the same cost or would you be happy to spend more to get more leads?
  5. Is there a limit to the amount of busi­ness you can take on or is it simply a case of the more leads the better?

These ques­tions aren’t defin­it­ive but they all aim to gather back­ground inform­a­tion that is cru­cial to the suc­cess of any mar­ket­ing cam­paign that uses the Inter­net. If you’re try­ing to improve your lead gen­er­at­ing cap­ab­il­it­ies using the web­site, but don’t have a clear view of the answers to these ques­tions then you’re really work­ing in the dark.

Search engine mar­ket­ing is an increas­ingly import­ant tool but it can’t be con­sidered in isol­a­tion from the other things that you do to drive sales.

Con­tact Colin@​web-​incite.​co.​uk if you’d like to dis­cuss any of the above in more detail.

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