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SEO and the ROI Debacle

Remember, It's All About ROI

If you want to succeed with search engine optimization, you need to have an appreciation for web analytics and what it takes to keep a visitor on a website.

The following is about B2B, but the nature of it could apply just as easily to B2C. It's good if they buy something right away or several months down the line.

To make a good impression and build interest in your company, be sure to feature content that will get visitors' attention. The longer they stay on your website, the more likely they are to learn about your business and encounter different aspects of your offerings.

Key Questions

Ask yourself key questions about your online activity even if the only connection is a phone number or a one-field response form. Here are some examples:

  • Can you identify your Key Performance Indicators?
  • What is the gap between what you can measure and what you can't measure?
  • Who can help you with this lack of knowledge?
  • Who is actively looking and reacting to web analytics?
  • Who tracks visitor trends and helps with conversion analysis.
  • Do you really know your market?
  • Who are your customers?
  • How do your prospects search?
  • What motivates them?
  • Where do they like to search?
  • What do they like to do on websites?
  • How can you make them buy and not just research products and services?
  • Why do they abandon the purchase they should be making?

Here are other questions to weigh:

  • Who has the time for SEO work?
  • Who knows how to select the right keywords?
  • Can anyone determine correct pages titles?
  • What is the ideal META description tag?
  • Should you bother with META keywords?
  • What does an internal linking strategy look like?
  • Is your site architecture effective for search engines?
  • What would changes entail?
  • Are there risks to link building?
  • Do you have to link back to sites? When?
  • Is the SEO expert trained? What will it take to train them? How will you know if they're actually good at what they've been hired to do?
  • Can IT and Marketing get along? Who will supervise SEO?
  • Who has a handle on ethical SEO tactics?
  • What is the value of page cache tracking?
  • Does A/B testing make sense for SEO?
  • How will SEO relate to pay-per-click?
  • Who will be responsible for web analytics? How far will this go?
  • What are the costs if you go in-house? How much will an outside consultant charge?
  • Is there an "opportunity cost" if you go in-house?

Read excerpts from this SEO study online: