Tagged 'Search'

SEO Reporting & Metrics: How To Prove Progress

Posted by Krista LaRiviere on June 11th, 2013 at 7:17 am

It’s the beginning of the month and it is again time to report to your clients or your boss on the SEO progress made last month. It is time to justify your SEO strategy, your efforts and yourself. Sound familiar?
With the challenging landscape of SEO comes the challenging landscape of SEO reporting, and I’m not just talking about merging SEO data sources into one excel file and adding a logo to try to make it look professional, presentable and understandable. I’m talking about how to make all the data points and metrics indicate real progress, and more importantly meet your clients’ or boss’ expectations.
Since the way we do SEO has changed, the way we report on it must change too. Effectively setting up the reporting metrics to prove progress may make the difference between meeting the clients’ expectations or not.
SEO reporting should answer these questions for your client:

Are our efforts helping us reach our organic search goals?
What SEO tasks were completed last month in relation to our goals?
What impact did these efforts have on the web presence for organic search?
What new opportunities were identified to optimize for organic search?
Are there any new competitive threats?

So how do you set up your... Read more

The 4 SEO Trends Every Marketer Needs to Know

Posted by Tony Quin on May 29th, 2013 at 9:54 am

It seems like as soon as I wrap my head around Google's latest algorithm update, there's another release that changes the game.
While SEO experts should live in the weeds of these updates to understand the nuances in how Google ranks content, marketers should recognize a few high level SEO trends that drive successful content marketing initiatives.
1. SEO used to be an exercise in optimizing content for spiders. Today, SEO is about optimizing content for the user.
This is an important distinction that should drive every piece of content produced, from how you choose the topic to the words you use to express the idea. Search engines think like people, but for some reason most brands don't speak like people. This is causing a disconnect between the brand and the consumer on every level - in relating to them obviously, but also in just being discoverable. No one searches in corporate speak.
So, how do you do this? Research.
A combination of both keyword research and social listening will show you what words and phrases consumers use. Once the content is written and optimized appropriately for search, the language used in social media should reflect the language used in the content.
The same keywords... Read more

SEO Evolution: Sell, Discover, Deliver & Report on Highly Converting Keywords

Posted by Krista LaRiviere on April 16th, 2013 at 7:34 am

To produce strong SEO results and happy clients, focus your SEO efforts on traffic and conversions, not rank.

SEO Buying & Selling Tricks that Create Unachievable SEO Results & Expectations

Posted by Krista LaRiviere on January 22nd, 2013 at 10:11 am

The techniques and tactics of “doing” SEO are forever changing and constantly challenging. For many SEO agencies, the marketing and selling of SEO services is a bigger hurdle than the task of actually obtaining improved organic search results for clients. Competing for marketing dollars while proving value through the sales process needs to be accomplished even before the insurmountable task of obtaining ROI through the Google search box begins.
From an SEO buyer’s perspective, it must be downright confusing and discouraging to obtain multiple quotes from SEO service providers that very clearly have differing price ranges and service methodologies, but not so clearly defined differentiating skill sets and experience.
So sellers attempt to make it easier for buyers to understand SEO proposals in order to ultimately get to a closed deal - a signature on a contract. In the meantime, are they undermining their own profession and setting themselves up for failure by setting unrealistic expectations with clients?
Or are SEO clients being unrealistic in their expectations of SEO results in the short term versus the long term, leading SEO service providers to drastic measures that may ultimately result in the client’s web presence being penalized in organic search? Or even results in... Read more

Direct Marketing in the Year Ahead

Posted by Michael Benedek on January 15th, 2013 at 1:03 pm

With the close of 2012, the online ad industry is percolating with industry predictions for the New Year. There are several trends that we can expect will continue in 2013 as well as new ones that will arise. According to my crystal ball, I believe we will see:
• The inevitable continuation (and acceleration) of marketing data/analytics providers migrating from offline to online
• The inevitable continued migration of advertising budgets from search-to-display
• Increased demand for data (as we're still in the 2nd or 3rd inning of a long game)
• Consolidation taking place as highest-quality data providers rise to the top
Migration of budgets from offline to online is something that direct marketers have been experimenting with for some time, and this New Year is no different. Marketers, who have leveraged offline data to reach consumers through direct mail and other traditional offline channels, will continue to follow their target customers as they migrate online and onto mobile devices. Offline data companies that stand still will be left behind as marketers test, scale and leverage high-performing online data, sometimes on a stand-alone basis and sometimes integrated with offline data.
Along with this trend is the continued tendency for consumers to spend a significantly greater proportion of their... Read more