Among Internet marketing approaches, SEO is arguably the most complex and challenging. SEO requires continual on-site and off-site activities where many boxes must be checked every month. It requires months, or sometimes even years, to pay dividends. It requires insight and experience because Google’s search algorithm is locked behind closed doors. And unlike PPC, SEO does receive certain important data from Google to assist in continually improving campaigns.
Because of this complexity, Straight North, PPC management specialists, created the Lead Generation Ecosystem infographic. It gives entrepreneurs a high-level view of the components of a lead generation campaign, and more important, how they should be connected.
Missing pieces and misconnections regarding data collection and analysis for SEO campaigns are where many companies go wrong — and as a result go around in circles (or downward spirals). While accurate and complete data is important for all types of Internet marketing, it is particularly important for SEO because Google, as alluded to earlier, does not provide keyword and conversion data to help companies pinpoint which of their SEO activities are working and which are not. A couple of highlights on the infographic:
- Phone call tracking (below COMPANY WEBSITE). Are you tracking phone inquiries back to their source? If not, you’ll underestimate your SEO results, perhaps massively. Phone tracking requires special setup, but may be well worth the effort.
- Lead validation (lower right). Lead validation is the process of separating sales leads from non-lead conversions. Our extensive research shows that about HALF of all conversions are NOT leads. So, companies that fail to validate and build SEO campaigns around conversion data overestimate results, perhaps massively.
Is your SEO campaign built on a solid foundation? Review the infographic and find out.
Brad Shorr is Director of Content Marketing at Straight North, an Internet marketing agency that specializes in SEO, PPC and web design services. With more than 25 years of sales and marketing experience, he has been featured on Entrepreneur, American Marketing Association, Moz and many other leading online publications.