May 5th, 2010 by Richard Zwicky
Unfortunately for some, it can seem to be when you put your trust in the wrong hands. On Monday, (May 2, 2010), a well-known SEO - Rae Hoffman, also known as sugarrae, wrote an excellent piece demolishing a poorly informed “insights into SEO” type article about why Big Brands don’t Rank. I’m not going to dive into the details of that article; if you haven’t already done so, you can read it for yourself (and make sure to read Rae’s as well to understand how off base it was).
The point is bad SEO analysis and advice continues to plague online marketing, and unfortunately some of the bad advice sometimes comes from individuals or firms that could be considered authorities. Bad advice of the kind published in the Big Brands article on Monday immediately undermines credibility of quality SEO, and makes all businesses more skeptical and cautious about investing in this area of online marketing.
The reality is, proper SEO is not bullshit. It’s not witchcraft, and great SEO’s don’t really practice their dark art doing things to web pages and web sites that are beyond the scope of anyone without years of insights and training. I know tons of great SEO’s who don’t have years of experience, and some great SEO’s who have operated under the radar, unrecognized for years. There’s also some well known individuals associated with the industry who are not great SEO’s, but they are great marketers. The reality is:
- Great SEO’s don’t care about just driving traffic; they work to drive up conversions, or increase branding.
- Great SEO is not just about the html on the page, it’s also about off-page (links), and the on-page content which drives conversions or awareness.
- Great SEO is not an IT project; it’s customer acquisition, branding and sales. Why does marketing let it be shoved into the status of an IT project? That’s a warning sign of a company that doesn’t understand the value of marketing online.
- Great SEO is a component of Online Marketing. Just like PPC, social, links, display, email, and even your own web site.
- Most great SEO’s won’t provide a 5-minute analysis that will solve all your site’s issues. Your site is likely far too messed up for a 5-minute solution!
- Great SEO is not a one-off job. Anyone who tries to tell you otherwise is not credible.
- Many great SEO’s won’t be found on “Top Ten” lists. Not because they’re not qualified, but because they don’t market themselves that way, and generally, they are too busy. (Plus most top ten lists are just linkbait)
- A lot of great marketers write “Top Ten” lists: They want attention because it drives customer acquisition. Aaron Wall recently published a “Top Ten SEO’s” list, and lots of people blogged and tweeted about it, arguing about who was, and wasn’t on the list. The point was it drove lots of attention and traffic to Aaron’s site, which is what he set out to achieve. Great online marketing, and SEO for “Top Ten SEO’s”!
I could write out / share a lot of information and details around each of these points about great SEO, but there’s not much point. There are lots of great articles filled with very useful information published about SEO each day. Even better, there are great SEO’s out there who can provide you credible insights to act upon, and who can help your entire marketing strategy become much more effective.
Bad SEO, and poor quality advice is trouble. It’s trouble for everyone associated to online marketing, because bad advice and experiences makes companies gun-shy about investing again. When companies pull out of SEO they do so not because the channel doesn’t work, but because their implementation was badly done. When you pull out of SEO, you’re undermining yourself and marketing your business without a strong foundation. SEO is about more than just html, it’s about conversion optimization, site architecture, and optimizing the user experience: it’s sales and it’s marketing. Get rid of all that, and you’ve just thrown most of your business potential out the window.
You might wonder: what do I know? Well, After having spent over 10 years in this industry, I’ve had the chance to see, hear, and observe a heck of a lot. I’m lucky enough to be invited to speak at a lot of conferences worldwide, not because I’m always the most exciting speaker, but because I have relevant information and a lot of experience. I earned that experience doing online marketing for B2B sites with less than 100 search referrals / month (to start), and B2C ones with over 750,000 search referrals / day, and more importantly: thousands of conversions per day, (when I was done).
So what do I know? Maybe not much. But I do know this: SEO is NOT Bullshit.
Tags: business, conversion, conversions, customer acquisition, insight, links, marketer, marketers, Marketing, potential, ppc, Referral, search, search referrals, SEM, SEO, social links, traffic
Posted in Enquisite Search Metrics | 12 Comments »
November 20th, 2009 by Richard Zwicky
(Nov 2009) We are pleased to announce the November update to the Enquisite Performance Suite. This release includes three new enhancements:
- Bounce Rate, Time on Site, and Page View metrics within Enquisite Optimizer
- Transferring Segment Data from Optimizer to Enquisite Campaign
- A 50% speed increase in the core Longtail reporting interface.
Our Enquisite Optimizer product has been enhanced to allow you to see the bounce rate, time on site, and page view metrics for your site as well as any segment of search referral traffic that you create within Optimizer. This has been an outstanding request from publishers and etailers alike.
This screenshot reflects ~10 days worth of data from a web site with ~150k search referrals per day. The segment displayed is showing Google organic search traffic only, where the visitors were searching from within the U.S., and which zip codes they were located in when they visited the business. The map shows the State by State breakdowns (WA is proportionally too high), and the Time on Site / Bounce Rate / PageViews calculation shows us the site average, and the average for just this segment. The system took 5 seconds to calculate the entire dataset, most of which was the time it took me to set the parameters!
This feature was created to provide you with the ability to determine the relevancy and perceived value of the pages on your site. It can help you determine the factors that may compel users who arrive at your site to immediately leave as well as the pages that may entice them to continue to browse. Not only will this help you better structure your site and pages, but it will allow you to understand which pages to focus on in order to best shape the incoming traffic.
Finally, the addition of time on site, page view and bounce rate calculated against both paid or organic search referral segments makes it possible for any search marketer to isolate and identify high value opportunities and optimize campaigns accordingly.
Our Longtail reports is the core of Enquisite Optimizer. We’ve made some code improvements which halve load times, and with a new Database optimization we’re implementing, we expect to reduce load times even more significantly. For all but the largest sites, Optimizer was already blazingly fast for a real-time analysis and insight engine. Now, it’s even faster for everyone!
Finally, we’ve started the process of integrating the segmentation functionality in Optimizer into our Campaign product. This will make it even easier than before to build and manage your search marketing campaigns.
We’ve got a lot more improvements coming in the next few months, and thank-you all for your continued support, suggestions and feedback.
Tags: database optimization, etailers, functionality, insight, marketing campaigns, metrics, optimizer, performance suite, referral traffic, segment data, segmentation, value opportunities
Posted in Uncategorized | No Comments »