Archive for August, 2012
When it comes to online marketing, there’s three major factors you should be bearing in mind:
- Conversion rate. One of the ways that you can really tell if your online marketing campaign is bearing fruit is whether it translates into more sales or inquiries. A good website will have methods for tracking this, such as Google Analytics.
- The composition of your backlink profile. Backlinks are more important than ever now that Google has again updated its Penguin algorithm. When it comes to SEO marketing, backlinks matter, and an unexamined backlink profile will harm your place in the Google search rankings without you even knowing. A good online marketing service will be able to access your backlink profile and optimise it.
- Visitor time and engagement. Another key indicator of the success of a campaign is how long visitors spend on your site. Ways to monitor this include tracking the average time a visitor spends on-site, tracking the number of visitors that venture beyond your home page and the number of ‘shares’ visitors make on social media sites. Increasingly, such metrics also factor into your SEO rankings.
Online marketing executives take note – expert opinion has it that SEO will be severely shaken up by the upcoming Google Penguin update.
Speaking last week at the SES San Francisco conference, Google’s Search Quality supreme Matt Cutts said that the update would be “jarring and jolting” for SEO marketing practitioners.
Although Google is, as usual, keeping the precise details of the update secret, most analysts agree that it will involve new signals for SEO marketing to interpret and respond to, which does tend to make things a little chaotic and uncertain until matters settle down again. Penguin is still a relatively young piece of software, meaning that new signals and improvements to the algorithm are being incorporated all the time. It is widely believed that this means the next few Penguin updates will be pretty involved, with greater impact on SEO than before.
In order to be prepared for the next “jarring and jolting” Penguin update, companies are being advised to contact online marketing experts to have their website ‘Penguin-proofed’.
Now the dust has settled following the Google updates involving Penguin and Pandas (we are also thinking what animal with the letter beginning with P will be next). I wanted to help our clients understand fully what is involved with link building and why it isnt as straightforward as it once was and why the recent updates mean you really cannot scrimp and save with your companies SEO efforts.
When completing link building one of the first ports of call is your competition. We will spend hours checking the back links of your higher ranking competitors or competitors in similar industries. The stumbling block comes when you complete the competitor analysis but then find that the back links contain links from sites that require sponsorships and payment for article submissions. You do of course come across webmaster who understand the worth of their site and will charge an arm and a leg as a result.
So its really a false situation where the client pays the SEO company a fee per month to do link building. When in reality a portion of that fee doesn’t just cover the labour costs for searching for links but it also covers the costs for payments to webmasters. The best route forward we feel is the following the client pays for the time for the service and we then we provide reccomendations and suggestions where we feel the client should purchase links.
The problem is this isn’t what the clients wants to hear and quite rightly so. Not only should the clients pay for the time but then on top another cost for paying webmaster for articles or sponsorships (notice we dont mention purchasing links as this is strictly against the Google webmaster guidelines.) Article submissions and sponsorships are fine.
It then boils down to return on investment if the client knows that if they spend an extra £50 0n an article submission they will gain an extra placement or higher ranking I am sure they could look at the extra costs as a viable investment for the growth of their business. Bearing this in mind we have been working on a set of calculations that can provide an estimated return on investment for clients on these extra purchases.
The variables are the following -
Cost of labour (per hour) +
Cost of sponsored listing +
Authority score of sponsored article or sponsorship position are crucial in understanding this. So if we can provide a indication to you that if we are to invest in articles they will pass on the following benefits to your rankings you can then evaluate the investment simple right.
Well it isn’t as black and white as that but we can still calculate an estimate for you non the less we are talking about thousands of variables here. So using the Open site explorer authority score we can tell you the strength of a site and then calculate its effect on your rankings to give you an estimate of it influence (calculations we have been working on for over a year now).
If you are interested in finding out more about this contact us via email on – firstname.lastname@example.org