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GUEST COMMENTARY: Marketing Metrics That Matter, Part Four – Search Engine Optimization

This week, we are pleased to share part three of a new five-part series from The Marx Group on marketing metrics.

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Tom Marx speaks to the heart of effective business growth management - from the viewpoint of expert strategic marketing. As Chief Strategist and Head of Client Services for The Marx Group, his knowledge of business-to-business and consumer marketing and advertising spans more than 25 years. Tom brings a depth of marketing expertise from many industries, including automotive and heavy-duty parts and services, motorsports, computer hardware and software, telecommunications, broadcast, real estate, financial services, and resort property management. His background includes owning a Porsche service center, driving race cars and personally building competitive engines and building chassis. He is also an active participant in many organizations, including: AAIA Marketing & Member Relations Committee, Automotive Communications Council (ACC), Automotive Aftermarket Industry Association (AAIA), Specialty Equipment Market Association (SEMA), Performance Warehouse Association (PWA), Automotive Warehouse Distributors Association (AWDA), Automotive Parts Rebuilders Association (APRA), Heavy Duty Manufacturers Association (HDMA), Motor and Equipment Manufacturers Association (MEMA) and Automotive Aftermarket Suppliers Association (AASA).

This week, we are pleased to share part four of a new five-part series
from The Marx Group on marketing metrics. (To read part one, click here. For part two, click here. For part three, click here.) The series will continue every Friday.
 
In
our last article, we talked about why Web traffic and conversions are
important. This time, we are going to look at search engine optimization
(SEO), the third of our top five marketing metrics.
 
Search
engine optimization, or SEO, is a term that is used quite frequently in a
very broad context. The definition of SEO is the process of making a
site and its content highly relevant for both search engines and
searchers. Truly understanding what SEO is and how to effectively use it
is key to increasing the number of visitors to your site. You can have
the best website in the world, but if your site does not come up as one
of the top results when people do a search, they won’t end up visiting
your website.
 
Getting your website to have a high ranking on
search engine sites requires a plan. There are two main ways to improve
your ranking: organic and paid. Organic optimization uses keywords in
your site’s content and links. You should also publish (post) relevant
content on a regular basis. Paid optimization utilizes methods like
paying a search engine to appear in ads and banners on relevant result
pages. An example of this would be Google Ads. When you pay for an ad
your company comes up in a prominent place on the results page. With
some ads you pay a small fee every time someone clicks on the ad. This
is known as pay per click.
 
Getting your company’s name to show
up on the first page of a results page is very important. Research has
shown that most people will rarely look further than the first page of
results when they are searching for a product or service. High rankings
lead to increased website traffic, which leads to increased conversions,
which leads to increased sales. If you aren’t showing up on the first
page of results you are either not doing SEO, or you are doing it wrong.
Period.
 
Since the Internet is such an important part of your
business we highly recommend that you hire an SEO expert. The money that
is spent on having a professional SEO person work on your site will be
money well spent.
The measurements that are import with website SEO are:
· What your organic search engine ranking/position is
· What you are getting from your paid advertisement and pay per click efforts
· Which keywords result in the most frequent visits to your site
 
We
hope this article has provided you with ideas that you will be able to
apply in your marketing program. In our next article we will talk about
email marketing and social media, which is the fourth of our top five
marketing metrics.
 
About The Marx Group
The Marx
Group (TMG) is a full-service business strategy and marketing
communications agency offering a diverse range of marketing services,
including research, business development strategies, lead generation
programs, customer retention processes, advertising, website design,
public relations, collateral, online marketing, research, trade show
programs and interactive campaigns.

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TMG began as an advertising
and marketing agency in Southern California in 1984. Now based in San
Rafael, the company has creative and account teams in New York, Chicago,
Detroit, Houston, Kansas City, Los Angeles, and Knoxville, Tenn. TMG
team members, each with a strong, proven track record, include
strategists, account managers, public relations and media specialists,
and an award-winning creative group for both print and online programs.

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