The 5HITS

Are you Committed

Some of you may have heard the saying: Are you the pig or the chicken. When it comes to eating a breakfast of egg & bacon, the chicken is involved, but the pig is committed. When it comes to your online search campaigns, are you the chicken or the pig? Should the type of business you are in help decide whether in fact you should be a chicken or a pig?

We all agree ROI is important. We all agree that any marketing or business activity should have some form of ROI. How do we best manage the link between SEO and ROI, especially when there are very different players, angles, business models all trying to rank for the same keywords?

Consider the graph below and how the various players might interact or see SEO in their business model.
The Large Consumer Bank would have a large dependency on their website for operations i.e. Internet banking, applications and so on, however when it comes to sales they would have multiple, multiple sales channels from account managers to television spots to in branch activities, all driving people to convert either online or offline. Operations would be driven by complex systems integrating to the front end behind the scenes. May take a couple of touch points to convert a customer. While the need for SEO might be considered small, being found online for all the campaigns, slogans is not. SEO is integral, most of them just realize how integral.

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So Valentines Day is over and we move on. Some interesting stats on Valentines Day. Assuming search engines are a good indication of the peoples intention, and we know that Google has in excess of 90% market share, we can say the following:

• People only start thinking about valentines day 16 days in advance, looking for general gifts
• They start to think roses are the answer 10 days in advance and alternate gift ideas 9 days in advance
• Those who are organised get it done 7 days before and then there are those that panic all the way up to the last minute
• Most people still search on the generic terms flowers and roses rather than including valentines day in the search phrase

Interesting and remember this for next year.

Flowers v Roses Search Volume Graphs

Valentines Day is the most important occasion of the year. Don’t believe me, check out the graph below: