At a Cre8asite Forums thread, a user is looking for guidance on how to compile a SEO strategic document. What would be contained in such a document? The first step in writing a document like this is determining your audience...
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I recently got my hands on Marketing Sherpa's newly released Landing Page Handbook. This detailed guide is packed full of industry information and practical case studies.
One of the things that jumped out at me was a table of conversion rate averages for different marketing tactics. The survey data was drawn from over 5000 active online marketers in a variety of settings.
In-house managed PPC Search - 3.84%
Outsourced managed PPC Search - 5.40%
Difference: 40%
In-house Natural Search Optimization - 2.62%
Outsourced Natural Search Optimization - 4.76%
Difference: 80%
As you can see, the outsourced conversion rates are much higher. Before I go any further, I must admit that this is not a scientific sample, and that self-selecting biases of various kinds are bound to obscure these results. We are not given any breakdown by industry or company sizes, or other critical information. However, at a high level the data makes perfect sense, since agencies must perform better to justify their fees and keep their client's loyalty and business.
Agencies that are specialists in a particular area see a wide cross-section of accounts and industries among their clients and should be able to do a better job. This is not a slam at their hard-working and capable in-house counterparts. It is an acknowledgment that our industry moves very fast, and unless you have a whole organization focused on keeping up with the changes, it is very difficult to stay up on the latest developments.
Marketing activities are the engine of growth for a company. They are not administrative cost centers. Many companies mistakenly try to save a little money by running their programs in-house. They do not realize the real cost is in the lost opportunities that they can not capitalize on. If your in-house program is profitable, that is not enough - you must consider the scale of your program and always question how much money you might be leaving on the table. Giant conversion rate differences such as the above can be turned into strategic weapons that let you soundly trounce your competition.
So next time you consider the in-source / outsource decision, consider opportunity as well as direct costs.
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Outsourcing Seo Company is a leading India professional seo company that supports to increase targeted web site traffic for online business by affordable seo services. more...
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Ah yes, we skipped a weekly update of our SEO blog review for the BIGLIST. Conferences in New York will do that to you. This week we have the usual social media trend as well as SEO with one re-inclusion.Social Media Mom - Social media consultant Kristen Munson sports some nifty red pumps [...]
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To some, it appears that Google has painted itself into a corner with its reliance on linking for its ranking algorithm. The lines between legitimate SEO, paid links, and Google bombs are becoming increasingly blurred.
One highly-charged example is the case of Jew Watch News, an anti-semitic hate site that managed to get top ranking for the query "Jew." Several Jewish and anti-defamation groups joined together in a coordinated Google bombing campaign to push that result down in the SERPs, and the results of that bomb can still be seen today.
In today's SearchDay, "Google Bombs, Jew Watch News & the Hypocritical Linking Universe," Marty Weintraub looks at that Google bomb, and tries to find where a Google bomb meets SEO, and where paid links fit into the picture.
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In this week's Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have, and more.
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I have more details on the Google live chat session that is taking place this Friday.
Adam Lasnik posted the agenda, which starts at 8:45am (PST) this Friday and ends at 10am (PST). In short, Google will give an introduction, then do site reviews, then a topic on image search, followed by a short Q&A session.
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