Are You Really Measuring for Return on Investment (ROI) with Search Engine Optimization?
Puzzling studies and reports suggest that businesses are missing out when it comes to ROI David Luiz Jersey , including a whole host of metrics that should confirm or shape search engine marketing strategies.
You can't accomplish much if you're not even implementing SEO the right way. We've seen web site after web site that includes scores of individual keywords in the META keyword set (that many search engines ignore anyway). The SEO team not only used the wrong individual keywords (search phrases are better), but they didn't bother to include keywords in the page title or description. And, of course, they didn't think it was worth their time to focus on multiple pages? not just the homepage.
Hint: If you're selling dinnerware Charly Musonda Jersey , 'laundry? probably shouldn't be one of your keywords.
A WebTrends report cited in an eMarketer in 2004 showed the following ROI:
Using Complete ROI analysis 35.4%
Click-through rates only 24.2%
Conversion metrics 18.7%
Don't measure 21.7%
Barely one third figured a thorough ROI analysis was worth the effort.
More than 80% of companies surveyed are dissatisfied with their ?ability to benchmark their marketing programs,? according to ?Measures + Metrics: Assessing Marketing Value + Impact,? a stunning report based on a 2004 survey by the CMO Council, a Palo Alto Champions Jersey , California-based organization. The CMO Council represents senior marketing and brand decision-makers in the global technology industry.
?Less than 20% have developed any meaningful and comprehensive measures and metrics for their marketing organizations,? the report said.
It's possible, Fathom SEO believes, that companies just settle for what's easiest. If getting high rankings offers enough satisfaction Cesc Fabregas Jersey , that's where the measurement ends. Or, maybe a business will look at total traffic (maybe even unique visitor trends). With PPC, they're apt to take up Google's offer and post an ad within 15 minutes, cranking out the common reports Google offers.
Businesses have a whole host of metrics that can serve them as long as the data doesn't fly over their heads.
Aligning SEM with Corporate Marketing Strategies You should start by knowing how your SEM goals relate to your corporate marketing strategy. Which of the following (or more) do you want to accomplish?
? Generate leads
? Sell online
? Build brands
? Grab more market share
Conversions You absolutely must track pages that allow visitors to take some kind of action Cesar Azpilicueta Jersey , including:
? Requesting a quote
? Filling out a contact form
? Placing an order
? Registering for a newsletter
? Ordering a catalog
Establishing Your Metrics Determine which of the following will be the metrics that will mean the most to you:
? Online sales (broken down by category)
? Repeat visits
? Profits on sales
? Customer satisfaction
? Length of visits
? Cost per click (CPC)
? Click-through rate (CTR)
? Cost per conversion (CPC).
Get plugged into online consumers? behavior patterns. For example, studies show that consumers start researching products online several weeks (12 weeks in some business-to business scenarios) before they make a purchase ? often offline. Enquiro, based in Kelowna, BC Branislav Ivanovic Jersey , Canada, in 2004 found that 68.3% of those surveyed used search engines for ?consideration or research.? The results are detailed in Enquiro's ?Inside the Mind of a Searcher? research report that looks at issues including four distinct types of searchers and the frequency with which people search during the buying process.
ROI should be an integral part of any search engine optimization strategy, not something that sounds foreign. Make it work for your business.
Jules Vernes adventure story, Around the World in 80 Days Bertrand Traore Jersey , stimulated the imagination of 26-year-old Robert Christopher.
?Why,? he asked himself, ?can't I go around the world on $80.?
Bob's first step was to list all the problems that he would face. His second step was to note all possible solutions.
His third step was to take action!
He started by signing a contract with the Charles Pfizer Company, a large pharmaceutical company Baba Rahman Jersey , to collect soil samples from the various countries that he planned to visit. Next he secured an international driver's license, obtained maps in return for a proposed report on Middle East road conditions, acquired seamen's papers, and secured a letter from the New York Police Department to show that he had no criminal record. Then he took care of his boarding by arranging for a youth hostel membership. His final step was to talk a freight airline into flying him over the Atlantic in return for photographs which could be used for company publicity.
Bob left New York City with $80 in his pocket.
He used his wits to travel around the world in 86 days.
He saved money by breakfasting free in Gander Asmir Begovic Jersey , Newfoundland, by photographing the cooks in a hotel kitchen. He also traveled free by bus from Syria to Damascus by taking pictures of a Syrian policeman who then ordered a bus driver to transport Bob. And he used the same idea to travel free from Baghdad to Teheran. This time he took pictures of the staff of the Iraq Express Transportation Company.
Another idea he used to get free or inexpensive travel was to use cigarettes as a medium of exchange. He bought four cartons of American cigarettes in Shannon, Ireland, for $4.80. He used one carton to pay someone to drive him from Paris to Vienna. And he used four cigarette packs to pay a train conductor fro a trip from Vienna to Switzerland through the Alps.
Besides cigarettes Antonio Rudiger Jersey , Bob also used maps as a medium of exchange. In Bangkok, the owner of an expensive restaurant fed him in exchange for a a set of maps and a detailed description of a specific area that Bob had traveled through.
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