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Old 23rd January 2006, 10:17 AM   #11
Jim Newsome

Join Date: Jan 2006
Location: London, UK
Posts: 4

Thanks Robert,

Originally Posted by BKCB
Agreed, so how can the Search Marketing Industry speed up the process of "It's just going to take time for people to 'get it.'" besides "education"?
Unfortunately, besides education, I don't think there really is a way to speed the process up. But don't discount the power of education, and it doesn't have to be slow, especially when backed up by demonstrable increases in the bottom line. We have to show this to our "pupils" - our clients. So I'm going to bang the tracking drum again and point out that if we can demonstrate measurable increase in conversions & ROI that correlate closely with increases in organic rankings then we can sell organic promotion more effectively.

I've seen studies that show a 70/30 organic/paid listing split on clickthroughs of search results, and our own tracking data backs this up. Interestingly, conversion rates are only marginally better for organics listings though....

Basically, grab your nearest CFO and make him look at a well set up analytics program and educate him until he gets the picture - he'll learn fast if he sees the numbers. Traditional advertisers are running scared because we can give clients incredible feedback and detail about the return on their campaigns, so let's do just that. This includes a wide range of consultancy issues, for example, drop out pages in the buying process that highlight usability problems. This is what SEM professionals should be doing as a matter of course; holistic SEM.

Jim Newsome
SEM Consultant - http://www.omegadm.co.uk
UK Search Engine Marketing & Website Analysis

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