The Search Engine Marketing Professional Organization (SEMPO) recently released its annual industry survey and it includes some truly remarkable findings. One such finding is that spending on paid search marketing was approximately $8 Billion (U.S.) in 2006 and that number is expected to double over the next five years. This is obviously a testament to the value that paid search marketing can provide, but it also begs some key questions. Am I getting my moneys worth from my paid search campaign? Is my campaign producing a positive ROI? Should I spend more, or less?
Continue reading ‘Paid Search: Are you getting your money’s worth?’
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Organic Search Engine Optimization (SEO) has a lot of strengths when compared to other marketing channels. SEO can build long-term equity for a website, providing a cost-effective supplement to paid search ads, media buys, and many other forms of online advertising.
But one area where SEO traditionally fell short is with seasonal or event-driven promotions. SEO practitioners know that preparing a website to rank in search results can take a lot of time and effort. And even after the changes are made, the search engines still need to digest the new pages and adjust rankings accordingly. Because of this lag time, SEO isn’t usually considered a front-line technique for promotions that come and go.
Continue reading ‘SEO for Events and Seasonal Promotions’
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