A recent survey by MarketingSherpa of over 2400 in-house marketers and over 700 marketing agency executives found search engine optimization (SEO) to be the second most effective tool for generating ROI, right behind email marketing. Good news for all those start-up internet marketing agencies.
But a closer look at the numbers revealed a slightly different story. Although 36 percent of respondents rated SEO to have good ROI, another 21 percent slammed it as hard to gauge. The result was that SEO also placed third, out of seven marketing tactics, for least effective.
Why would a tactic heralded as being on the cutting edge of internet marketing, and praised for it’s ROI also be criticized for being hard to gauge? There are a few reasons, most of them related to the relatively short period of time SEO has been used as a marketing tool and the trepidations most business owners feel when paying money for a relatively new strategy with graduated pay-off.
Measure This.
There still isn’t a good, solid analytics tool that can separate SEO leads from SEM leads. Google Analytics, wildly popular because it is effective and free, only measures return from SEM leads, and most other high-level analytics tools, like Click […]

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