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There are two questions we occasionally get asked with regard SEO:
1. How long will it take?
2. What guarantees do you offer?
Whilst we appreciate that for a business investing in SEO it is important to have an understanding of what they may receive for that investment, it is equally important for any business looking to use search as part of their marketing strategy that they realise it is an ongoing process that needs constant development. No ethical SEO company can tell you when a certain phrase will appear in a certain position nor can they offer any (meaningful) guarantee.
An excellent article by Mark Jackson, CEO of US based Vizion Interactive, has articulated this point very well. In “Give SEO Time!“, Mark uses an example of a situation where he was asked to provide a proposal but declined because the project was doomed to failure.
It’s an interesting read for anyone involved in SEO or looking to invest.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.