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
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