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SEO Reality Check

I wrote and article recently trying to illuminate the
value of a web site design in as much as, 'what a design is'
and 'what it is not'. The experience got me thinking about internet
marketing, specifically SEO, in somewhat the same light. Over the dozens of
potential client service requests, RFP's and 'vertical' service
requests, I see many systemic problems in SEO and the way it is perceived.
For the un-initiated, I have ranted before on systemic
problems in the SEO industry, for those following my 'traveling RANTing
road show', that's not what this is, although the lack of understanding
of it in the business world certainly is a player in the cause and effect of
my ire. Still with me? Onwards...

SEO is advertising, NOT sales

So just what exactly am I 'on about' this time? Well, the fact
that; Search Engine Optimization merely brings organic Search Engine traffic
to the web site. That's all, that's it and there 'ain't
no more'.You would be surprised, (or would you?) at the number of times
every week I find myself explaining this little reality rendezvous. If you are
thinking that some how an SEO provider is going to magically 'Make You
More Money' it is a foolhardy game your are playing and any provider that
is telling you such should be taken back to SEO School (if there was
one).

In reality, the most a great SEO campaign can do for you is bring boat
loads of targeted traffic, which should in theory, bring increased
revenues/conversions. That is where the assumption belies the endeavor.
Let's think Brick and Mortar for a moment here.

We run an amazing Ad campaign on Televisions, in print media, out door advertising
and promotion. Does this ENSURE a revenue increase? Well if the product, service
or company we're promoting is of low quality it won't necessarily
translate the way we'd hope. Taking this back to the web, a poorly
built web site, an unwanted service or product that wasn't thought out,
will not necessarily 'convert' the traffic brought in by the SEO
campaign.

Understanding the Big Picture

I have long been an advocate in not being myopic over any one area
of an internet business. So this is 'par for the course'
for me. One must now move past the SEO (and SEM) process and onto understanding
their visitors through Web Metrics, Analytics and conversion tools such as Split
and Multi-Variance testing, path tracking and other goodies to best
convert the visitors they achieve through the SEO/SEM programs. Learn
to optimize the conversion rates to have a complete internet
strategy in place. Does it end there? Of course not. Next in line is customer
service (CRM) related issues. You can see how this starts to work now right?

Here's a simple way of looking at it that I picked up somewhere;

Attract - Captivate - Educate - Sell (convert)

The Search Engine Optimization (and Marketing) is merely part of the 'Attract'
phase. This is how to best perceive the role of SEO in your internet
business planning. There is far more work to be done on the long road
to success. If we focus on merely attracting visitors, skewed perceptions and
high rankings, an entire world of possibilities for greater revenues and increased
conversions is being lost.

Back to the Drawing Board

So now go back about planning, running and growing your internet business.
I'd just be so much happier if everyone looked at a larger view of the
development process that they currently have.

Look at your business structure to ensure all the bases are covered. If you
haven't, put down your company structure on paper so you can see all of
its parts. Look at how you budget your business investments
into you business. Is it being spread out? Is one area getting more attention
or money than I may deserve thus limiting another (such as Analytics and split
testing software purchases)?

They say the failure rate for internet businesses is around 90% over the 1st
5 years. I would love to get that number down and have plenty more 'veterans'
to hang out with 5 years from today. Care to join me?

About the Author

About the Author;

David Harry is small
business developer that has recently launched Reliable-SEO.com providers
of affordable SEO services.

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