Search marketing: Cart? Horse?
Mike Grehans article threadlinked above looks at the way search marketers can spin the results they achieve for clients over the actual benefit to the clients bottom line.
He argues that often, SEM's sell clients on taking their small amount of indexed pages on a dynamic site and fixing it so the the site becomes spider friendly. As a result of the fix, the client soon has thousands of pages indexed, but is that actually worth having?
Mike argues that having thousands of pages indexed does a company no good unless those pages rank and that as a measurement of ROI on hiring a search firm, it's a poor one.
It's well worth a read, and certainly worthy of discussion. He has made some obvious ommisions though:
- What about the value of internal linking?
- About the thousands of unique phrases such pages can rank for - even if they are not money terms they often have value in less immediate areas.
From the article:
Some may say: Well if you have thousands and thousands of items in a search engine index, you have thousands more chances of being found. However, if conducting a search at Google, for instance, doesn't bring back one page in the top 20 right now, what makes the other thousands you've just fed in stand any more of a chance?
Which is damn good point right? It's a good read, go check it out and then air your opinion...