First of all and most important: you should get the best results for your money!
If you read our FREE Whitepaper you'll learn,
that we as the experts on this field deliver what you
deserve.
But let me address this issue in detail:
In efforts to increase sales and profitability, more and
more companies are turning to online marketing initiatives – specifically,
search engine optimization (SEO) and pay per click campaigns (PPC) - please
read
here, why this so crucial. Search
Engine Optimization or (SEO) is the art and science of blending technical
and marketing skills together into a finely tuned website that is both search
engine-friendly, ranks well for specific keywords and phrases, and is tailored
to your audience from a buyer and seller perspective.
According to a recent U.S. study, only 20% of all businesses outsource search
engine optimization programs and pay per click campaigns to professional Internet
Marketing firms. The remaining 80% either do not conduct SEO/PPC at all or
they believe they have the resources and skills to do it in-house. Of this
80%, it is probable that 90% of these companies can’t be found organically (SEO)
on the web – they don’t exist – or burn their money in PPC-campaigns. In
order to generate any amount of significant web visibility, your website
must typically rank within the top-10 results and you PPC-campaign must
be well monitored and measured. Do you think, a hired individual knows all
about the changes, the search engines make in their algorithms (Google alone -as the
"Big Dog"- made more than 400 changes in 2008!) and act in accordance to this
changes?
Please scroll down and watch the video. Google's Chief Economist, Hal Varian, explains
the AdWords Ad Auction and how your max
CPC bid and quality score determine how much you pay for a click on Google.com; you'll see,
that you need specialists for this process and everything must work in concert!
So, the question is: what is in your company’s best interests?
Conduct your SEO program and PPC-campaign in-house or out-source it.
To answer this question, let’s first take a look at the knowledge, skills
and resources necessary to implement and maintain a successful search engine
optimization program or PPC-campaign.
SEO/PPC knowledge and skills required
1) Basic understanding of how search engines and directories work.
This may seem overly obvious, but you would be amazed how many people do not
understand how they actually work. This knowledge provides the foundation for
your SEO program as well as the success of your PPC-campaign. And again: Internet
Marketing is a living and breathing industry with literally daily changes!
2) Website design
Although SEO and PPC are not completely a technical marketing process, it does
require a fair amount of technical knowledge of what constitutes search engine-friendly
web design. Certain web design elements can either help your search engine
rankings or hurt them. You simply have to know which is which.
3) SEO and PPC experience
This is the most important and most difficult knowledge to obtain. If you
have never implemented a SEO program or run a PPC-campaign, then you are in
for a big surprise. Search engine optimization programs as well as PPC-campaigns
require a lot of research and are extremely time consuming. Most importantly,
they require actual SEO or PPC experience. This means knowing what SEO or PPC
strategies and tactics work and which ones don’t. And they are changing permanently!
In-house vs. out-sourced SEO programs and PPC campaigns
If your company is considering conducting your search
engine optimization program or PPC-campaign in-house, here are some questions
to consider.
Who will be responsible for analyzing, developing, implementing and measuring
the success of your SEO program or PPC campaign?
Is this considered the role of your IT department, Marketing department
or some other individual(s) within your company?
Do they have the time, knowledge, and resources to successfully implement and
maintain your search engine optimization program or PPC campaign?
And do they really care if it works or not?
IT Department
Typically your IT department handles multiple daily tasks from trouble-shooting
your company’s LAN or WAN to fixing the sales department’s laptops? Out of a
busy IT person’s day, what priority and focus do you think he or she will
commit to for your SEO program or PPC-campaign? And even if your IT department
has some skills in web design or development, these skills make up only a small
percentage of the knowledge required for a successful search engine optimization
program or PPC campaign.
Marketing Department
Typically, your marketing department juggles many marketing projects at once
and faces strict completion deadlines. From handling new print collateral
campaigns to getting ready for new product or service launches, marketing
personnel’s time is spread very thin. In addition, how knowledgeable is your
marketing department in the technical aspects of web design and search engine
optimization? Do they have the time to become well-versed? Do they have
sufficient internal resources? Often the answer to both questions is no,
they do not.
Other individual(s) within your company
Ok, so the responsibility falls onto someone outside of your Marketing or IT
department. Who will that be and why are they responsible for your SEO program
or PPC campaign? Providing these individuals with a new “project of the month,”
will typically result in another check mark off of their monthly to-do list
and frustration by top management of why their website is not producing any
sales results.
Summary
From a business standpoint, it makes sense to try to
leverage internal resources to maximize your company’s productivity and
profitability – whenever possible. However, there must be a line drawn
in the sand between knowing what your organization’s capabilities are and
what they are not.
As you can see, there is more to search engine
optimization than meets the eye. In order to implement and maintain a
SEO program or a PPC campaign, you must acquire the necessary knowledge,
skills, and resources. This can be done by hiring a professional Internet
Marketing Firm. Professional Internet Marketing Firms have dedicated
resources and experience to support your company’s web marketing initiatives.
By leveraging their experience and know-how, your company can quickly
and more efficiently implement a successful search engine optimization
program or PPC campaign.
and here is the Video about the Google AdWords:
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