Conversion Lift PPC ROI Planning SEO Training Web Development
Medium Data ROI Beats Big Data
Here I aim to coin the term “Medium Data” and explain why it can achieve higher ROI than Big Data
PPC ROI Planning SEO
Dealing with SEO Impact of Google Removing Right-side PPC Ads
During about a week in February ’16, Google removed Adwords PPC ads from the right side of desktop search results (mobile never had them). More importantly for your SEO performance than for your PPC, Google also added a slot to the ads on top, for a total of 4. This Read more…
ROI Planning SEO
Should SEO Firms White-Lie to Clients?
In explaining and proposing services, most SEO firms lie by omission—and they probably should. My firm’s neuro-marketing wizard, Jennifer Williams, has admonished me for including in proposals too many options worth considering in the near future. Long before that advice, I learned the hard way to include in the core Read more…
ROI Planning SEO
Should SEO Consulting be Pre-packaged at Set Prices?
When shopping for SEO consulting, you want to know the cost. When search marketing firms sell SEO, they don’t want to spend too much time writing proposals. These two marketplace motivations make set-priced SEO packages convenient and attractive. But do such packages mislead both buyers and sellers? Some of the Read more…
ROI Planning
Yes, You Can, So Should, Predict ROI of Web Marketing
Most businesses know they need a website and search marketing, so many just do it. But there’s a huge range in how much you can invest. Seeing the likely profit scenarios will enable you to invest wisely. The fact is that, with professional help, you can predict the ROI of Read more…
ROI Planning
How Should You Budget for Digital Marketing?
Short answer: like you do for everything else–create an annual budget. Search marketing channels and tactics proliferate so that only the largest companies can do it all in one year. Prioritizing and then estimating labor time and vendor costs will produce your annual budget, but that requires rare breadth and Read more…
ROI Planning SEO Social Media Marketing
Resisting the Decline in Search Marketing ROI for Small Businesses
This post summarizes and reflects further on Rob Laporte’s “The Hard Freakonomics of Search Marketing for Small Business,” published in the Winter 2012-13 edition of Visibility Magazine. Hard Freakonomic consequences follow from the fact that display systems and the brain deal with only a few search results per search. The Read more…
ROI Planning SEO
Bookmark this Graph that Encapsulates SEO Prioritization
This graph reveals in one view how web marketing managers should think about allocating resources among SEO tactics. Study it first, and then let’s talk (well, I’ll talk about it, and I hope to hear back from you). This graph and the Marketing Sherpa survey it comes from illustrate the Read more…
Profit Sharing ROI Planning
Should Search Marketing Firms Give Short-Term Loans to Clients?
The Global banking crisis prompted me to contemplate whether search marketing firms – or for that matter any professional services firm — should loan money to their clients. The practice of firms loaning clients money under 30 to 60 day terms is so common that it suppresses the kind of Read more…
ROI Planning
Should You Pay for an Initial Web Marketing Consultation Prior to a Proposal?
A paid initial consultation in web marketing prioritizes what you should even consider, projects ROI that you can later track, and thus produces a proposal honed to your precise needs. In theory, an initial free consultation can do the same as a paid consultation, but in reality the proposing firm’s Read more…