This last step seems so obvious, I hesitated to even include it. But I’m surprised how many people view SEO with the same attitude they do about building a house. There really is no end. Just as with your site, there should always be on-going evaluation to see how well you are doing with your keyword terms, your page optimization and content generation.
Your vendor should not only keep you appraised of your PageRank, but also be suggesting ways to improve it. You should also be tying your increased traffic to conversion. How well is your site’s sales funnel leading visitors to purchase, subscribe, register or whatever the call to action is? Should you now combine your SEM strategy with a Pay-Per Click (PPC) campaign? These are all valid questions that should be asked and monitored over time.
Final thoughts
As a business owner or decision maker, you do not have to know all the techniques or the technical nuances of Search Engine Marketing or Web development. But you should be armed with enough understanding to keep you from spending a lot of money for very little return.
In my opinion, if you are selling a product or service or if you have a community or informational site, you should be doing SEO. I hope the SEO Demystified series has given you enough information to help you make wise decisions as you proceed with selecting a vendor and engaging them in an SEM campaign.
Filed under: SEO Demystified | Tagged: SEM, SEO
