Search engine optimization (SEO) is no longer a secret weapon of cutting-edge, web savvy marketers. Eventraditional companies have to make sure search engines like Google and Yahoo find them consistently-- because search engines are the primary way prospects and influencers learn about products and services.
Here are a few questions every CMO should ask (and be able to answer):
Obviously, there are other and even more important things that a CMO would want to know about an SEO effort-- number of opportunities generated, cost per opportunity, revenue produced, etc. Many executives assume that someone is tracking this information andreporting on it. But more than likely, no one is. Beginning to capture and act upon some of the basic points in this article could be the catalyst to help measure the true effectiveness and production of your internet efforts.
All of this data should be readily available to you if your company has developed a prudent search optimization strategy and implemented some basic and widelyavailable tools. If you are not getting this information, you are missing an increasingly important business development medium. Compared to the amount of energy and resources you are currently spending togenerate new business, SEO may be the most effective and cost-effective way to fill your pipeline.
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