April 1, 2008

SEO Optimization And Higher Profits

Filed under: BRANDS,Marketing,SEM & SEO — Tony @ 5:25 pm
Tags: , , ,


Yesterday I had a conversation with a pure play online store. They were struggling with balancing the costs of their SEM and SEO mix. PPC can be wickedly expensive if you want your brand, product or service to be in a 1-6 page ranking. The only way to win the war is by selecting your battles and aligning your resources wisely.

They had not prepared the battlefield and were burning through Adword buys at great cost.

The first step of battle is making sure your site is ready for a campaign. And that means getting the usability optimized, and making sure the site is search engine friendly. If your site is friendly and aligned with the search engines your organic listing will rocket as will your sales. When one of my clients started to fine tune their site to convert leads from AdWords I saw a leap in sales conversions between 30-45% . The other side benefit was by combining a well-structured site with an accomplished AdWords campaign they saw the cost per acquisition decline by over 55%.

When you do your SEO preparations have in mind which search engines you want to optimize for. Google, Yahoo and MSN all have different approaches. In a surprising study Covario showed that “Certain search engine optimization (SEO) techniques may have very different organic search ranking results depending on the search engine used” The study, based on data from 300 brand Web sites, took place from March 1 through October 15 of last year. Data was collected from Covario’s Organic Search Insight software which tracked Covario’s clients’ SEO practices and their resulting improvements in organic search rankings on Google, Yahoo and MSN. During the study, the software crawled each of the brands’ Web sites two times per month.

According to the study, Google was 15 times as sensitive to technical issues when compared to Yahoo and twice as sensitive when compared to MSN, Macdonald said. In addition, Google was about 25% less sensitive to content issues than the other engines. Google was 50% more sensitive to quality links than MSN, while Yahoo wasn’t sensitive to links “at all,”

My recommendation is take SEO very seriously. Give it time and allocate 10-15% of your online spend to it. It’s a hidden asset that costs little to deploy and has great results – over time.



  1. so you’re saying that

    For google one should concentrate on backlinks and for yahoo on content. And for msn little bit of both??

    Comment by web hosting — April 2, 2008 @ 1:37 am

  2. What you say makes sense. Small content tweaks help all the engines but I have found back links very powerful with Google. Back links are one of those elements least looked after. Clients to often wont dedicate the staff to do it.
    Thanks for the comment

    Comment by trontr — April 2, 2008 @ 9:12 am

  3. Thank you very much for the article. 🙂

    Comment by SEO — April 27, 2008 @ 1:24 pm

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