Thursday, January 27, 2011

4 Reasons Why SEO is Underfunded

When applying search marketing budget, it's important to think of search engine optimization (SEO) traffic as a long-term investment strategy. Too often, however, SEO is underfunded.

Let's look at four reasons why, plus advice to overcome these issues.

1. Short-term Goals are Hurting Long-term Success

Directors and product managers are typically judged by quarterly growth. Frequently, the efforts of a SEO campaign can take 12-18 months (especially for new domains) before any palpable results are felt, meaning marketing managers are less likely to invest in these endeavors for sustained periods because:

* They haven't seen results.

* SEO doesn't meet their more immediate short-term sales/bonus goals.

This is a typical case of misaligned incentives hurting the long-term growth of an organization. Many organizations are unknowingly engaged in a critical authority race that could shape the level and depth of organic traffic they receive for the next 10-20 years.

The pros and cons of pay-per-click (PPC) versus SEO have been well documented so there's no need to rehash in depth. But what few mention is that PPC prices are subject to the number of players in a given space. As that number rises in a given vertical over time, so will the cost-per-click (CPC), meaning that a profitable ROI driven paid campaign today might be a brand awareness campaign tomorrow.

Google has confirmed that CPC costs are trending above inflation year over year. This combination of factors makes SEO risk mitigation, diversification, and an investment in ensuring affordable long-term traffic.

2. Executing SEO Work can turn Nightmarish

Bureaucratic organizations can be nightmarish to navigate, especially for SEO efforts that will inevitably cross silos. These efforts often can be misconstrued as a Napoleonic play to obtain more editorial control within an organization.

Additionally, overtaxed tech teams have been known to be less than accepting of SEO changes.

Especially for domains with strong authority, one of the most critical aspects of expansion is the building of new content. Building website content can range from joyous to tumultuous, but usually lands in the vicinity of terrifying.

Depending on the agility of the organization, your neatly optimized content will likely need between 250-3,000 review cycles, redlined notes from attorneys you didn't even know existed, and half the organization rolling their collective eyes.

Unfortunately, these organizational constraints are forcing SEOs to cut corners where they get to play with their meta and rel=nofollow tags, but don't actually get a whole heck of a lot accomplished.

The solution to overcoming this problem is simple:

* State your case.

* Model realistic results.

* Obtain buy-in from critical actors in individual settings.

* Incorporate their ideas.

* Give credit (it costs nothing).

* Deflect praise when your efforts are successful.

3. Marketing Managers Are Floating Adrift in the Jargon Sea

This is potentially a result of the established search community getting a bit bored with the fundamentals of search. To be fair, farmers can only blog about the incredible importance of sunlight and water for so long before it gets a bit mind numbing.

The search community is consumed by complex (or at least complex sounding) problems and solutions that are also relatively low impact (e.g., canonicalization tags and XML sitemaps).

As a result, marketing managers and decision makers are getting lost in a laundry list of tasks without clearly understanding the positive effects SEO will have on the site. Contrast this to the alternative of pumping another $20,000 into PPC (where the ROI is more predictive), and the decision for the marketing manager becomes relatively simple.

For any marketing manager beginning an SEO initiative, start by getting an audit and strategy from a trusted vendor. Make sure the vendor identifies and prioritizes problems based on potential impact, along with a range of potential lift. This will empower marketing managers with the cost and potential return of the work performed, further stripping SEO engagements of nebulous clouds.

4. Organic Search Traffic Isn't Properly Valued Over Time

It's important to properly report the value of organic search traffic, especially when compared to PPC. One unique benefit of organic traffic is that, unlike PPC, there is long-term value in the traffic. This is especially important in verticals such as law, health, or education that frequently see CPC averages of upwards of $10/click (in a branded/non-branded mix).

Imagine your initial investment in a new domain is $5,000 (including design and content). After 6 months of traffic, your website sees, on average, 80 high quality visits from a search engine.

To a casual observer, this low level of traffic might appear to be a catastrophic failure. However, when extrapolating these results over a 3-year period, the investment suddenly seems much more sound.

80 visits (x) 12 months = 960 unique visits
Maintaining this average over a three year period = 2,880 expected visits
Expected CPC = $1.74

Compare this to a competitive PPC space ($10/click), and the traffic is 5 times more cost efficient than paid search.

The search volume might be low, but suddenly there is a scalable solution in place to create more organic search traffic.

Tuesday, January 25, 2011

Top 2011 Search Engine Optimization Techniques

The recent changes in Google Algorithm, ranking criteria and Local Listing have brought in some exciting new avenues for professional online marketers to look at. Real Time and Personalized Search are here to stay and increased social networking has ushered in the importance of Social Media Optimization while Google Map listings are serving as a boon for small and medium local businesses.

Says James Salerno, Managing Partner of Boston based Sales Success Consulting(, “The new year has surely ushered in a lot of new opportunities and developments on the SEO front. Unique content, strong onsite optimization,and quality submissions take the fore front in the new ranking scenario among other things such as quality backlinks and social media optimization.”  Sales Success Consulting is a Boston based website designing company specializing in SEO Boston services.

Here are few important aspects business owners should look at for improved rankings in 2011

1. Identify the power of Social Networking: In case you haven’t heard, many experts predict Social Media will occupy more than 10% of total online marketing efforts of big companies. Make sure your Facebook and Twitter Profile looks professional and is updated regularly. Useful links, information and articles will encourage more followers and lead to more hits. However, visitors on social networks are sometimes very ruthless in cases of negative publicity, therefore all attempts should be made to keep all clients satisfied.

2. Get those Reviews: Reviews and citations are perhaps the most important aspect as we move in to the New Year. Many customers are now leaving online feedback about their good or bad experiences with a service, person, or product and there have been numerous case-studies when even a single bad review had a major impact on sales and rankings. “A positive online presence is critical for your online businesses success”, says James Salerno. “It is imperative all unsatisfied reviews are promptly addressed and resolved in the best way possible”.

3. Go Local: Local SEO and an optimized Google Maps/Places listing is another top priority for online marketers. “Market dynamics will make local SEO the most important factor in online promotion”, says James Salerno. “Consumers prefer to look at city-based results for their product or service requirements and local listings will take the forefront of SEO efforts”.

4. Social Media Optimization (SMO): SMO is the future of effective SEO. Social Media is not a new concept; it has been around for quite some time now and businesses that already have a good social profile and presence are bound to gain in terms of increased visibility for their products and services.

5. Quality submissions not volume submissions: Google’s new duplicate content finder has pushed links having similar content to low rankings. This simply means that posting the same articles or press releases on 200 sites won’t help. Smart SEO calls for quality submission to quality websites. These websites have stricter submission guidelines so it’s important to ensure content is unique and informative. Bulk submissions or automated submissions are a strict no-no.

6. Video&Blog Submissions: Many SEO experts are now increasingly using videos to connect to their prospective leads. James Salerno says, “There are some really good video sites in addition to YouTube. Submission of professional videos to these sites can help increase your rankings considerably.” A regularly updated blog will get you good backlinks in addition to good rankings.

SEO now encompasses a wide range of professional activities. If you are looking for a professional SEO and SEM company specializing in taking your online promotion to the next level in 2011, contact James Salerno at Sales Success Consulting, Boston. SSC is a website designing and SEO company based in Boston, MA providing services such as custom web development, content writing, SEO, SMO and mobile app development.  Call Boston’s leading SEO Expert at 800 539 0685 or visit us at We help grow your Sales and Profit.

Tuesday, January 18, 2011

Google tops latest comScore rankings

Based on the most recent comScore rankings, Google is still the most dominant search engine in the world.

Google sites emerged on top of the US search market for the month of 2010 December.

Studies like this will influence search engine optimization campaigns to focus more on Google, because it’s the preferred search engine of consumers.

Far behind Google are Yahoo! and Microsoft.

Based on the figures, there were over 16 billion cores searches during the holiday month and almost 11 billion of those queries were conducted through Google.

Sunday, January 9, 2011

Video SEO Services Offered by a Los Angeles Search Engine Optimization Company

Marketing Intelligence Media, an online marketing firm, announces a launch of a new video promotional services. The new viral buzz promotions offers completely new techniques and ways of getting any product or service popular.

Promoting a new website or business can be a very difficult task and time-consuming. Why? There are millions of businesses available in world today, and finding the right promotional campaign can be complicated. High advertising cost is also preventing many people or entities to fully promote their products or business. The lack of knowledge about the right advertising strategy also adds to people’s lack of confidence in launching and promoting their businesses.

“Internet video promotions are good marketing strategy to disseminate information about a website,” states Robert Lee, Marketing Director at “One reason for this is that people will recall more details about a business via graphics presentation. Also, there are millions of Internet users who are now doing their shopping and researching online, instead of picking up the newspaper or magazine. Many people are already tired of reading advertisements. By showing your website through video, potential consumers are more likely to listen and watch what you are showing.”
However, the downside of video promotions is that it could be costly, if a wrong production house is chosen.

Many new entrepreneurs lack money and are just scrambling to start this business and can not afford such kind of marketing strategy. Furthermore, creating a good video concept can be very difficult. These dilemmas can be addressed by hiring a professional to do the job for.

“Hiring a professional video promotions service ensures that you’ll receive the best quality possible. A professional service will not only have better picture quality, they’ll have professional writers, editors and an expert advertising staff all working to get you the most visibility possible,” adds Mr. Lee. “Our firm will help you choose the right production house and make sure marketing is kept in mind while the video is in production. Better quality, smart and catchy writing, savvy promotion – and you save the time and money it would take to do it yourself! It’s a no brainer!”

Marketing Intelligence Media has all of the online resources you’ll ever need, from video. Just visit and get started! You can also call 1-800-707-1534 and get more information about their services.

Tuesday, January 4, 2011

SEO shifts for Google

In the past 12 months, Google has made notable shifts in the generation of its search results.

Most noticeably, the search engine seems to be putting more emphasis on the value of local search results. In some way, searches are now partly determined by where you’re searching from.

If this trend will continue in 2011, it will change the search engine optimization (SEO) playing field. Not to mention, it will boost the value of mobile SEO. If you combine that with time-based searches, the possibilities would be limitless.

Imagine walking in the mall and browsing the internet from your smart phone. Typing in a query from Google, like “clothes,” will bring back time and location based results. This means that the search engine can bring you links to the clothing stores in the mall, particularly the ones that have sales and promos.

Of course, this is just speculation.

The new year will reveal if it can happen.

The Little Known Secret to Getting Page 1 Google Rankings

Want Page 1 search engine result rankings? Of course you do; we all do. Well, what if I were to tell you of a little known way that profoundly increases your odds of getting a Page 1 search engine result - might that be of interest?

I thought so.

The answer is video. But not just any old video. It has to be search engine optimized video. Properly post that, and according to a recent study by Forrester Research, you stand a 53 times better chance of getting a Page 1 Google ranking.

Yes, I know, the holy grail.

By now I'm sure you know all about search engine optimization - keywords and key phrases and incoming links and all the rest. The problem is, so does everyone else. That means that getting Google to think that your page is more valuable, more deserving of a high ranking than other pages, is harder than ever, despite all of your fancy SEO work.

That is where SEO video comes in.

What I am not talking about is simply putting a video on your homepage or some other desirable page. And similarly, I am not talking about submitting a video to YouTube and then embedding a YouTube player on your site. Neither of those will generate great Google results for your site because

1. They are not search engine optimized, and
2. Videos using YouTube result in click-throughs results for YouTube, even though the videos are re-posted on your site

But what will work - the magic bullet if you will - is video SEO. Video SEO is the process of using SEO tools with your video and then submitting the SEO videos themselves (not just the pages where the videos reside) to the various search engines.

Here is why video SEO is such an incredible Page 1 generator: First, search engines like Google are increasingly using "blended" search results - articles, video, pictures, and other forms of content. So video inherently gets more play because there is less competition for video results. And that is the second, and more important, reason. Because there is so much less of it, and because only very little of all online video is properly submitted with SEO, there is a disproportionate bias towards properly submitted SEO video.

You end up being a big fish in a very small pond.

So here is what you do:

1. Create some great video for your site. Note: Research indicates that if you have video on your homepage, up to 80% of your visitors will click that first, so it better be good!

2. Post it prominently throughout your site.

3. SEO it and submit it. Here's the trick, and it is two-fold. First, you must optimize the video for search engines. That means key words and phrases must be used in the file name, in the captions, etc. Second, once posted on your site, you must then submit the video itself using XML tools to Google and the other search engines.

I know that last part may sound a little intimidating, but it need not be. There are some great online services that will submit the videos for you. For example, one I like a lot is Fliqz will, easily and affordably, index your pages and video, and properly submit them to the various search engines.