Tuesday, September 18, 2007
More Convergence
We have been seeing (and participating in) a convergence of Internet Marketing disciplines. Ken and I started out seven years ago focusing on Web Analytics and Conversion Optimization. We focused on Processes and Behavioral Segmentation. Now we see Email, Search Engine Optimization (SEO), Search Engine Marketing (SEM) and Web Analytics all as part a spectrum of Internet marketing tools.
Over the the past year we have been helping more of our clients with Search Engine Optimization and Search Engine Marketing. As SEO became more sophisticated and link farming and meta tagging didn't provide the edge, our team's skills in Web Analytics were needed.
Now, SEO expert Mark Jackson writes on Clickz that as Google's search engine becomes even more sophisticated and gives greater value to fresh content, Web Analytics is becoming more important to evaluating results of SEO efforts. Since Ranking changes daily, it's hard to provide good ranking reports. Jackson's solution: putting more focus on analytics than search engine rankings.
I wonder if search engine optimization firms should discontinue the practice of providing ranking reports for clients (at least for now with Google). No ranking reports would be hard for clients to swallow. A better solution? Web analytics.
Labels: internet marketing, seo, web analytics
