Prior to getting involved with the Search Engine industry in 1999, I spent ten years consulting with companies about more traditional direct marketing activities like call centers, inside sales departments and direct mail. I remember becoming increasingly frustrated by the inefficiencies of those tactics.
Every online marketing dollar that is being spent should be accounted for and profitable in its return to the company. If you are not analyzing the return of every marketing effort, both those you pay for and those you don’t, you are missing out on a great opportunity to improve those efforts.
Perhaps the most important step towards search engine optimization success is setting the right goals. This might seem obvious, but it is not uncommon for website owners to become confused over what their goals should be.