As digital marketing dynamically matures as a whole, so does the need to progress through innovation. What may have worked in the past may not, and in the case of search marketing, will not be of much good.
If you have been facing non-consistent results from your search marketing agencies, then it is time you understand the few basic reasons why your search-marketing consultants aren’t delivery.
Analytics
Analytics reports are not about rankings any more. If all you are getting are reports on rankings or listings in search engine standings then you need to come to terms with the fact that your search-marketing agency is not keeping up with the trends.
With constant changes being made to how search engines deliver results, it is critical that you start looking at partners that understand the nuances involved in maintaining a decent search engine standing.
Performance?
Yes. The true measure of search marketing initiatives is the goal it achieves. And since major factors of goal achievement orbit around conversions, then having KPIs based on performance in search engines is of no consequence.
Your ideal search-marketing partner will define conversions from within multiple categories with multiple touch-points and sources.
People Collaboration
With many similarities in how PR and link building initiatives approach their functions, successful natural search campaign will focus on active collaboration between your SEO agency and PR folks.
Less of Microformats. More of Keyword Density
New and updated data are now being pulled from review ratings and price comparison sites by Rich Snippets and Google. This pulled data goes straight through to search results pages, directly impacting the click-through rates to a website. Your SEO agency should be able to guide you on this, instead of talking about keyword density and the critical role it has t play in your search marketing campaigns. Get serious – Keyword density is old.
With search engines providing maximum leeway to advancements in search algorithm, you would think folks would be smarter than to just expect these algorithms to focus on standard keyword density calculations.
Is Content King?
Search marketers would like to have you believe so, but with a hint of doubt and inactivity in implementation. The importance of fresh and relevant content in search marketing cannot be stressed enough. Make sure your SEO partners understand this and have a strategy to implement it along with a social media program, or else you would be wasting your resources.
Says:
Thanks for posting this article about SEO. People should really understand how easy they can benefit by using simple SEO basics.
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January 18th, 2011 at 5:34 am