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As a search engine optimisation (SEO) professional, I naturally believe the best way to secure good placement in the search engine results pages (SERPs) is to invest in the services of a good SEO agency. However, that does not mean there are not a number of steps a company can take on its own.
What can a company do by itself to help it rise in the results? Here are some simple SEO strategies you may wish to employ as a starting point for your site...
Isn't it a shame when you can't finish a headline alliteratively? Anyway, despite the odd politician claiming they can already see the green shoots of recovery, the economic downturn continues to kick the nation's finances squarely in the groin.
Fortunately for my industry, there are many financial savvy reasons for continuing to spend money on search engine optimisation (SEO) and other online marketing strategies. I have listed the ones I consider most pertinent below but please feel free to add more.
The official version of the SEMPO report was released today and it shows search engines have advertisers right where they want them. It shows "overwhelming interest" in newly developed behavioral targeting opportunities, with three-quarters of advertisers claiming they would pay bid more for clicks targeted to in-market consumers.
The Search Engine Marketing Professionals Organization "The State of Search Engine Marketing 2008" shows behavioral targeting has moved demographic targeting down on the priority list. In previous years SEMPO respondents showed a stronger interest in demographic targeting, but this year, advertisers on average would pay 10 percent more for both demographic targeting and daypart targeting; they would pay 13 percent more for behavioral targeting. Behavioral-based search retargeting was unchanged in terms of spending. Two in five advertisers said they are not currently targeting or retargeting searchers but plan to in the next 12 months, while another third (34 percent) said they are not currently targeting or retargeting searchers and have no plans to do so in the next year. Another 44 percent said they were targeting searchers either through an ad network, a portal or consumers who had previously visited their site.
Even search engines get the blues. In a report that has not been officially released yet, the Search Engine Marketing Professional Organization, (SEMPO), says North American search marketing spending will increase only 9 percent to $14.7 billion in 2009 from $13.5 billion a year ago. Estimates made in early 2008 projected that the industry would grow at more than twice that rate this year, from $15.7 billion in 2008 to $18.8 billion in 2009. The new SEMPO forecasts call for the industry to reach $19.8 billion in 2011, down from a previous estimate of $25.2 billion for that year.
What happened? The simple answer is the economy, which Google CEO Eric Schmidt called "pretty dire" last week. But the report raises some very important issues that cannot be explained away by a simple economic downturn. Among them: