Mediarun Search Marketing News

A good SEO company will use a number of metrics

May 7th 2010

Search Engine Optimisation News

It wasn't long ago that search engine optimisation was considered the holy grail of digital marketing.

SEO was lauded for its excellent return-on-investment and was seen as the first port of call when it came to boosting a website's prominence on popular search engines.

However, with internet connection speeds increasing and web content getting richer, marketers are battling to incorporate a huge amount of digital media into their marketing strategies and pay-per-click, SEO, social media marketing and mobile advertising are beginning to converge.

According to industry expert Gareth Owen, any SEO Company worth their salt will use a variety of different strategies to boost their client search engine ranking and as a result they will need to use a number of metrics to measure the success of individual campaigns.

Writing for Search Engine Watch, Mr Owen said: "The real value-add of a good agency is a focus on a set of data and metrics and an understanding of how to improve them. Take that basic principle and apply it to running online campaigns across a range of activities and you have a valuable search agency."

He claimed that a good SEO Company will offer guidance to its clients, highlighting the reasoning behind their SEO strategy choices and suggesting where campaigns could be improved upon.

"As a discipline, search will still be focused on optimisation of keywords for maximum return-on-investment, but it's time for companies and agencies to start to put those keyword searches in their proper context within the online consumer journey and consider measuring individual campaigns using a range of different metrics," Mr Owen concluded.

Most importantly, a good SEO Company won't opt for black hat search engine marketing techniques to boost their clients' Google rankings.

The negative impact that unethical search engine optimisation tactics can have on a business can be substantial. As well as damaging a firm financially, being blacklisted by search engines for dubious SEO strategies doesn't do any favours for a company's reputation. And a trustworthy search engine marketing firm will never put their clients' business image in jeopardy and will always strive to boost return-on-investment.

To find out about the performance solution we can offer you and your business, speak to one of our consultants on 0207 843 2265 or contact us.