Website Optimization The Total Picture

By Author: Mel Joelle
Total Articles: 4328
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What compels this writing is what I continue to see online regarding all things having to do with Internet Marketing. Here is what I mean:

1. Some talk about meta tags, title tags.
2. Some talk about search engine / directory submissions.
3. Some talk about keywords / research.
4. Some talk about analytics
5. Some talk about paid search advertising
6. Some talk about organic SEO (Search Engine Optimization)
7. Some talk about site maps.
8. Some talk about Blogging.
9. Some talk about Social Media.
10. Some talk about Ecommerce.
11. Some talk about Content.
12. Some talk about Web 2.0.
13. Some talk about software.
14. Some talk about bookmarking.

NO ONE TALKS ABOUT THE TOTAL PICTURE!
The above list, individually, are mostly tactics or processes that mean different things to different people. As individual components, each one is pretty useless if performed in a vacuum. I continue to be amazed at how many Internet Marketing Companies continue to sell and then fail their clients by taking ...
... such a piecemeal, even disoriented approach

The TOTAL PICTURE involves a well coordinated STRATEGY. A strategy differs from a tactic in that it takes all contributing factors into account. It involves establishing a clear set of objectives, then develops the necessary processes involved to meet those objectives. A strategy involves thinking and measuring and researching and analyzing. A tactic just attempts a task.

So, when it comes to Internet Marketing, how do we establish a credible, workable strategy? Here is a brief outline:

1. Client Consultation - assume nothing. We ask questions and otherwise engage the client so that we understand clearly where the client has been, where they are today and where they want to be in 1 year, 3 years and 5 years.

2. Analysis - in the case of online marketing this can include website analysis, both above and below the hood, website analytics if available, competition, keywords. We also fully review all that has been done previously online.

3. We compare the analysis with the objectives identified in the client consultation to develop a comprehensive online market strategy fully reflecting what has been learned in the first 2 steps.

4. We develop an execution strategy and then an execution schedule that we share with our client so that the client can understand where we are going, what we are doing and why.

5. We implement the strategy, continually measure the results and make adjustments throughout the process

The ultimate strategy and execution can and does use many, if not all and more, the sub-specialties listed at the top of this writing. The key difference here is that the execution process is comprehensive, interlinked and consistently measurable.

As I said at the top, this writing was prompted by the things I continue to see online; the selling of packages and tactics that have no accountability or credibility. However, there are many that, through no fault of their own, just don't know whether or not what they are being told is solid information or just an attempt to provide a service for a fee.

The fact that you landed here I hope will be helpful. Aside from these words, just use the following criteria that I have mentioned many times before when looking for great results through internet marketing:
Live Results / Deep Results - when you are interviewing an Internet Marketing Company, you must see live and deep results for existing clients. Live results is simply going to Google, entering a keyword provided by the company and verifying first page results for one of their clients. Verify that the client is actually a client usually by seeing the Internet Marketing Company's name in the footer on the home page. Deep Results is the high ranking for many keywords for the same client and the keywords are at least moderately competitive (more than 250,000 competing pages). Then get the same quality results for other clients and verify them live right in front of you from Google searches.
Existing Client Interviews - you must actually interview 1-3 clients, not only to verify the results, but to gauge the ranking the client gives to the SEM. What are your experiences with the SEM? How are they to work and collaborate with? Are you planning on renewing their services? Have you recommended their services before? What improvements would you like to see from the SEM? Don't ask yes or no questions. You won't get the information you need. Ask questions that require thought and listen, not only to what they say, but also how they say it.
Pricing - you need to know the pricing but not with the main objective of selecting the lowest number. You need to know the numbers but you also need to know the following:
o What does the price include? What does it not include?
o Are there any guarantees? If there are guarantees, be very skeptical.
o Are all fees paid regardless of performance or are fees, at least to some extent, contingent upon performance?

I have tried here to really provide you with an important perspective regarding Internet Marketing Services. Its mainly about seeing the forest vs. seeing the trees. Sorry for the cliché. Of course, contact us and we will surely help.
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