Pay Per Click Advertising Campaigns Need Lots of Management to Deliver on Objectives

With this post, we return to a topic that we revisited on February 12, 2013 in a post to this blog, Search Engine Optimization Continues to be an Essential Component of Online Marketing. Note that we refer to our current interest in SEO as a revisit. In fact, we’ve looked at SEO on several occasions during the life span of this blog; therefore, the present interest that we have in the topic is really nothing particularly new. Rather, we have to be interested in this topic, presently. The web site of one of our client’s promises to produce a lot of useful leads. The gating factor is we need to optimize the site to unlock its treasure.

It’s worth taking a few moments to repeat some of our earlier remarks on this topic, which we made in the context of briefly reporting on an exploration of Dr. Michael Porter’s Five Competitive Forces that Shape Product Strategy.

Back then we noted that the SEO task is very much a task for a product marketer who understands, clearly, that the promotional playing field (if not the commerce playing field, as well) for these online marketing activities is ultra competitive. Obviously, there can only be one number one SERP for a product targeted by a search engine query. There are absolutely no shades of gray on this question. Either your product is at the top of the first page of search results, or not. Sure, one can argue that positions two through ten, are, in fact, the very shades of gray that we just said do not exist, but when one looks closely at results two through ten, one will likely note that the real binary factor is whether one’s product comes up on page one of search engine results, or not.

In any case, getting to the first page, and, even more, getting to the number one spot on the first page of search engine results is exceptionally competitive. Nevertheless, the task of improving SERPs for one’s product, as a means of establishing residence on page one of search engine results, is an activity worth careful consideration as the rewards of a successful effort to attain objectives should be very promising, in deed.

But, when one looks carefully at the market for these services, one cannot help but note a marketplace ambivalence on the topic. In fact, the cost of SEO tools has gone up, substantially over the last several years, but end customers seem less than feverish as regards their level of interest in so-called SEO expert services. Further, a number of the tools manufacturers, themselves, do not seem to be in the best of health. All of this leads us to approach this topic with skepticism.

In the next post to this blog we will present some of our own recent experience with SEO.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved

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