A new client who came on board last week had the following challenges with their ex-web provider:
- Received a BEAUTIFUL but disorganized website with information plopped in here and there and everywhere
- Believed that their search engine optimization was being handled but received no rankings or ranking reports to demonstrate performance
- Paid for paid marketing campaigns (PPC) but never received any reports showing keyword performance or ROI
I find all this quite perplexing. As a search engine marketing company owner, I know very well that what we sell is considered "loosy-goosy" because the client is not getting a physical product for their money. We sell marketing know-how essentially and the only tangible products we can offer are reports demonstrating performance of the campaign.
We have a tough time selling our solutions and know-how to begin with. But it becomes difficult when we have to prove that we are better than the last guy / gal who promised all the same things and never delivered.
Come to think of it, I think others should keep non-performing! That way companies like mine can come in and demonstrate search engine marketing results that are tangible!
Search Engine Optimization (SEO) means preparing your website for Search Engines. With Search Engine Optimization,a company website can be found in the "organic" or non-paid rankings of search engine results for various keywords. Not all keywords will result in your website being on the 1st or 2nd page of leading search engines like Google, Yahoo, and Bing.
I say that a website without Search Engine Optimization is like a car without gasoline. It's dead in the middle of the Internet superhighway, going nowhere, bringing no one to it, and doing nothing of much. When a website is optimized, it becomes the gasoline that allows the website to run on the world wide web.
Social Media Marketing on the other hand is a strategy used to share content, invite interactions, and communicate key messages about your company to get visibility. With Social Media Marketing you get a "buzz". Popular websites like Facebook and Twitter allow quick sharing of content which drives traffic and brand visibility.
To get succesful online, you cannot choose one or the other. When done properly, Search Engine Optimization and Social Media Marketing can help you maximize your online investment and increase your visibility.
Businesses doing only one or not doing anything with their websites have no chance of being found.