By Michael Murray.
Marketers: Wisen up and stop treating search engine optimization (SEO) and return on investment (ROI) like they should be on separate planets.
Obviously ROI can work well with many marketing options. Search engine optimization can still deliver the goods if people are horrible at tracking what happened.
More website promoters should view search engine optimization and ROI as friends, not as a not-so-funny oxymoron. They’re not sports rivals and they don’t snarl behind demilitarized zone fences.
Search engine optimization can start the race and let ROI finish it. SEO determines how to run in the next contest (i.e. ongoing updates and keyword refinement).
Yes, search engine optimization has credibility issues. Marketers also prove daily that they lack the brainpower, time or cash to do a thorough job.