Mediaboss Marketing

The way clients view SEO has evolved and grown-up a lot over recent years. SEO measurement now needs to ensure that the key performance indicators (KPIs) from campaigns are based around return on investment (ROI) and revenue. While previous SEO metrics such as rankings and traffic are still a good indicator of SEO success, they arent a clear measurement of performance at a business level.

The table above highlights what Ive found to be a common issue with reviewing SEO performance; the metrics arent in-line! If key decision makers are looking at business metrics to manage their search marketing budget - we need to understand the value of SEO based on the same goals.

SEO metrics are great indicators to show if a campaign is on track, but its not what a marketing director or CMO really needs to analyze performance or justify budgets and their decision to hire you!

The paid search model has been understood by decision makers for years. Despite the percentage of organic clicks being much higher than paid, the ROI of PPC is much easier to measure making it less of a risk and easier to justify and scale budgets.

Having an agency background, Ive found that client-side SEO is now commonly run by either a search-savvy marketing manager, or in many cases a dedicated search team. Of course, each of these clients will need to justify costs and pitch for SEO campaign budgets from their own board. This means you have to show that if your client increased spend by an extra $10,000 per month on SEO what can they expect to see in return?

Using the PPC model its easy to predict, you can review past performance average cost-per-click (CPC), cost per conversion and overall ROI. But if you analyze what you spend on SEO costs in a similar way, theres no reason why you cant find your SEO CPC, CPA and ROI calculations. Its just harder to predict the uplift in organic traffic generated via SEO activity and to put a long-term value on this - whereas in PPC, when the budget dries up, so does your traffic.

If you assess budgets in a consistent way to the PPC model, you may find that it costs you $1.00 per click on PPC and your equivalent SEO CPC is $0.50. So then you know you should invest more in SEO!

Alternatively, if SEO is more expensive than PPC put your budget where it works better for you in paid search instead. But at least its a balanced analysis.

One of the major problems with SEO budgets is that no one knows how much they should be spending, whereas in PPC we track ROI so closely that we can scale campaigns to the point that youre squeezing as much profit/revenue out of a campaign as possible. With SEO were not quite there yet.

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7 Steps to Measure SEO Like Paid Search

01-03-2012 19:06 This is a video response to barnone11967 "It is time we grow past a 2 party system of government Video." http://www.youtube.com

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Video Response to "It is time we grow past a 2 party system of government" - Video

01-03-2012 22:39 Hi everyone you can't get better online design help than this, Puppet Digital Design is open for business. Graphic Design, Creative Advertising on all media, online marketing and website designs. Give us a budget and we will spend double that of our own money so its the best. Give us a go.Rick Ovadia CD and owner,

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PUPPET DIGITAL DESIGN STUDIO - Video

Self-publishing an essay through Amazon is a reminder of the benefits of a traditional publishing house.

One of my favorite stories about writers concerns John O'Hara, who long ago wrote the book for the musical Pal Joey, based on his own novel. When the play was making a big run on Broadway, two friends of O'Hara's bumped into him on the streets of New York. "Oh John," they cooed, "We just saw Pal Joey again, and we enjoyed it even more than the first time!" O'Hara snarled, "What the hell was wrong with it the first time?"

The ability of writers to feel offended or persecuted is pretty close to unlimited, and one of the interesting side-effects of the technological revolution in publishing has been to bring out new forms of anger and woundedness -- and not just among writers. Mega-agents like Andrew Wylie see publishers as their arch-enemy; even librarians are warming to the hate-fest. For instance, Colorado College librarian Steve Lawson says, "Publishers have contempt for the authors they need to write works, and the readers they need to read works. Publishers are scared that the Internet is going to disintermediate their asses into the dustbin of history, and the best response that many of them have come up with is to express their fear through hatred."

Wow.

We need to make some distinctions. Companies like Elsevier, who make a great deal of money selling access to scholarly articles whose authors don't get paid at all, are rightly the target of angry protests. But most publishers, it seems to me, don't loathe writers and readers but are instead simply trying to figure out how to survive in a rapidly-changing market, and in a business that has rarely commanded big margins and huge profits.

Consider my own experience. Last year I published a book with Oxford University Press called The Pleasures of Reading in an Age of Distraction. Oxford gave me a small advance, but thanks to that advance I was able to turn down some speaking engagements in order to focus on writing, which I enjoy much more than speaking. When I turned in the manuscript it went to some highly professional copy editors who caught many errors that I had missed. Designers came up with an attractive and appropriate cover, and gave the text a clean and elegant look. Marketing people got the book into the hands of reviewers, and arranged for me to give some talks and radio interviews.

The book has done okay. Not great, but okay. Would it have done better if Oxford had thrown more into the marketing? Had set up a 10-city book tour? Ordered an intern do a hunger strike in front of the New York Times office until they agreed to publish review? Probably. But not all that much better, and surely not enough to recoup the publisher's investment. Only so many people are interested in the things I write about. (Or, okay, maybe I'm not that good a writer. You happy now?)

But one of the illusions most common to writers -- an illusion that may make the long slow slog of writing possible, for many people -- is that an enormous audience is out there waiting for the wisdom and delight that I only can provide, and that the Publishing System is a giant obstacle to my reaching those people. Thus the dream that digital publishing technologies will indeed "disintermediate" -- will eliminate that obstacle and connect me directly to what Bugs Bunny calls "me Public." (See "Bully for Bugs".) And we have just enough unexpected success stories to keep that dream alive.

Well, here's hoping. But a couple of months ago I decided to dip my toes into these waters: I wrote a longish essay called "Reverting to Type" about my own history as a reader -- a kind of personal epilogue to The Pleasures of Reading -- and decided to submit it as a Kindle Single. Amazon wasn't interested, so I decided to publish it myself using Kindle Direct Publishing. I announced its existence to the world: that is, I posted a link on my tumblelog and tweeted about it. A few people downloaded it; some pointed out typos that I had missed, but that a copy editor surely would have caught. I thought about ways to promote it better but haven't been able to come up with anything other than becoming a self-promoting jerk on Twitter. Last time I checked it had sold 98 copies.

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Digital Self-Publishing: Should Publishers Be Worried?

by Isle of Man Constabulary

At approximately 3.25pm on Wednesday 29th February 2012 a Road Traffic Collision occurred on Barrule Road, Willaston involving a dark blue coloured Mercedes People Carrier, similar to a Mercedes Viano, where a 12 year old school boy crossing the road was injured and received treatment at Nobles Hospital. Injuries sustained in this collision are quite minor but have resulted in him not being able to attend school. The vehicle involved entered Barrule Road from Ballanard Road and travelled into Willaston Crescent. The vehicle is described as having smoked out windows and silver alloy wheels. Police would like to speak to anybody who may have witnessed this incident in order that the owner and driver of the vehicle can be spoken to or if the driver of the vehicle is aware of the incident, they would be urged to contact Police Headquarters at their earliest convenience. If anyone has any further information regarding this incident, and have not already spoken to the Police, please contact Constable Glen Corlett at Lord Street Police Station or Police Headquarters on 631212. -ENDS-

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Manx Telecom Ltd 2012

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Road Traffic Collision - Barrule Road