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I-Search Discussion List
"Understanding Internet search technology."
List Moderator: Marshall D. Simmonds
E-Mail: i-search@mmgco.com
DATE 10/12/99 Issue # 166
"What do you consider a success"
~Rod Aries
From: "Rod Aries http://www.howtointernet.com/?e" <howtointernet@home.com>
Subject: Re: What do you consider a success?
Veronica commented...
> Business websites are there to earn money and if increased traffic doesn't bring in increased sales in proportion, it's not very useful I have a sneaking feeling that many people place too much importance<
You can never be too rich, too thin or have too many top rankings...
> on search engine rankings relative to the benefit they get from them. <
Search engine and search directory management are just one component of driving traffic to a site... but they can be a major component.
I have a specialty store client that now does 60% of their entire revenue off the net. Just 8 months ago, their net revenue was zero. The revenue is SOLELY generated by search engine rankings.
I have a 10 year old firm manufacturing client, and they will do an EXTRA $350,000 off of their site this year PLUS they picked up a single national client that was worth just under $1M. Net result - $1.35M from their site this year... not bad for a company on the net for 18 months. ALL their business comes from rankings. The President tells me they had to hire just one person for all this extra business - someone to answer the e-mails...
I have a telecommunications client that is approaching 1M page views a year. Every one of those page views is by someone looking for long distance services. 75% of those visits are a result of a rankings and the rest via optimal linking strategies we created.
I have a major financial services client, that did $90,000 in ONE DAY off their site. They average at least an EXTRA $12,000 a day and EVERY PENNY of that is from the rankings we obtained for them. We achieved this in less than 3 months...
I have come to the conclusion that search engine management techniques work great. And for larger clients, they can be exceptional.
Veronica then added, > For niche sites, you can often get much better, qualified traffic by posting in newsgroups and by exchanging links with complementary sites. <
Well, postings can work, and work well... if you can add value via the post. Also not all postings are created equal. A posting to a newsgroup is not nearly as valuable as a posting to, say, I-search... :)
~~~ POW: I-SEARCHIE AWARD! FREE MEMBERSHIP FOR ROD!! - M ~~~
cont.
And, I am not going to dispute the effectiveness of niche marketing such as securing links. It works too. We have created successful link campaigns for clients by using this very strategy. We have automated most of this process as historically it is a slow and arduous task.
However, given any niche topic, search engine and search directory rankings are extremely important. I mean, how do you think your potential visitor got to the site that has the link to your site? More often than not, via the search engines.
The phrase, "Don't talk to the monkey, when you can talk to the organ grinder," comes to mind when examining this type of communal linking. Let's cut out the middle man when possible and deliver highly targeted traffic directly to you, rather than via another site.
So, what do you consider a success? It is what the client considers a success; and that success is usually quantified by how much additional revenue did they produce from their web site. And how can you create substantial revenue? Most often by getting your clients site positioned favorably in the engines and directories...
At your service, Rod Aries mailto:rod@howtointernet.com Proven internet marketing for corporate clients. http://www.howtointernet.com/?success
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