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Dated: Sep. 29, 2005

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Search Engine Optimization

Increasing value: An expert search engine optimization campaign will target a variety of keyphrases at the outset. However, no matter how carefully these phrases are chosen, some will perform better than others. Some may not perform at all. Using web analytics software, a quality optimization firm will track the conversion data from each individual phrase (simply put,this means the phrases that are bringing in the traffic that takes a desired action on the site). It is often the case that the phrases that are sending the most traffic to the site are not particularly valuable, since very few of the visitors from the phrase are converting. By studying the individual keyphrase conversion performance, an expert search engine optimization firm can target additional phrases similar to those that are performing best. This refinement process never stops, and the end result is that each expansion is more effective than the last. In fact, after several expansions, it is not uncommon to see the newer group of keyphrases (chosen after data collection began) outperform the entire list of keyphrases targeted at campaign outset. Results like these are hard to ignore.

Addressing new business concerns: Most businesses are constantly evolving especially those with leaders who have business management degrees. New products or service offerings are perpetually in the works. New vertical markets are targeted. Directives are handed down from up high that demand more business in more areas. If your search engine optimization firm's "management" package primarily consists of a ranking report, it may be time to look elsewhere. Part of your management package should be the opportunity to routinely address new business challenges without paying more setup costs.

More Rationale for Ongoing Management

There are additional reasons that expert search engine optimization management, done properly, is a necessity. These include the need for ongoing link building to protect and improve positions, careful competitor monitoring (both to see how your search engine performance compares with theirs and to make sure they aren't violating any search engine rules), and careful monitoring of the industry to reveal any new opportunities or potential dangers. Of these, however, campaign expansion and refinement may be the most crucial. The most effective campaigns are routinely expanded based upon what has been successful in the past. It's hard work, and it takes passion and dedication, but it always pays off.

About the Author

Scott Buresh is the CEO of Medium Blue Search Engine Marketing. He has contributed content to many publications including Building Your Business with Google For Dummies (Wiley, 2004), MarketingProfs, ZDNet, SEO Today, WebProNews, DarwinMag, SiteProNews,, and Search Engine Guide. Medium Blue, an Atlanta search engine optimization company, serves local and national clients, including Boston Scientific, DuPont, and Georgia-Pacific. To receive internet marketing articles and search engine news in your email box each month, register for Medium Blue™ newsletter, Out of the Blue.

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