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January 2007 - E-marketing Minute - SEO: A Moving Target
Search engine optimization is a moving target. Just
when you think you've pinned down the magic method to
bring traffic to your Web site, the rules change, the
market shifts or a strong new competitor moves in.
Levenger is one company that doesn't rest on its
market. The upscale retailer of briefcases, reading
lights and the like ceaselessly looks for new
strategies to rank high. In an interview in Target
Marketing magazine, Lynette Montgomery, Levenger's vice
president of e-commerce, said the company tests new
layouts, images and copy all the time.
With more than 1,500 pages of content, the Levenger
site is rich in organic search opportunities-"organic" being the method of offering content and structure that
is friendly to search engines as opposed to "paid" search engine rankings.
Levenger's IT department also gave its marketing staff
the tools to change title tags, alt tags, meta tags
and product descriptions themselves so they could
respond to how people found the site and tweak it
frequently.
"It takes work, but the rewards are truly well worth
it," Montgomery said. The company started optimizing
for organic search in 2004. By the following year their
site had produced 120 percent more organic sales.
Are you making the right marketing decisions to
maximize your ROI?
Does your Web site reinforce your brand and work for
you to increase sales?
Or--do you feel like you keep making the same marketing
mistakes again and again, a la Groundhog Day?
Lake Communicators will present a marketing workshop
and luncheon on Thursday, February 1, featuring talks
by local marketing whizzes McKinney Advertising& Public Relations, Capstone Media and Webtego.
Visit http://www.lakecommunicators.com to register.
The workshop is open to the public.
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