Thursday, May 14, 2009
Is SEO the "goal hanger" of Internet marketing?
Karl Havard in the British Internet periodical "Econsultancy" uses a football ("soccer", to you NFL fans) metaphor to make a point about all of the other things, besides good solid SEO, that we Internet marketers need do to "score" success. A "goal hanger" is a player who waits just outside the box around a football goal, hoping to deflect the ball that others work so hard to advance. To Havard, we focus too much of our efforts (especially monetary ones) on SEO, while shorting, for example, the conversion elements on our site that make SEO pay off, just as football fans give too little credit to the players who worked so hard to get the ball to the "goal hangers". The algebra of success is Site Entries times Conversion Rate, and the return on conversion investment is often "misunderestimated", as former President Bush would say.
Labels: conversion rate improvement, seo, web analytics, web marketing
