Who really saved middle earth? No, not some pretty-boy hobbit.
Gollum did! He took the hot lava swan dive, right after Frodo gave in. Without him, everyone ends up worshipping a 3-foot-tall Dark Lord. Embarrassing.
We SEOs are a lot like Gollum.
Stuck in the dark.
We’re shunned and avoided.
Our diet sucks.
And we never get the damned credit for anything.
None of my clients wanted to be compared with ravening hordes of goblins and uruk, for some reason. So, I'm going to use a fake company: &mdash; Nazgul Bicycle Shop &mdash; as an example throughout this post. Nazgul is the world's largest bicycle shop chain. We do 10% of our business online, and the rest off.We're best known for our chainrings. There are 9 of them. Plus one forged in darkness... Never mind.
The report card should show the actions taken, the quality of those actions, and the result.
“Our site had a serious
duplicationissue last month. That meant moreindexed pages, but poorer rankings.As a result, sales fell 1%. Nextaction: Fix the duplication issues.Potentially dump guilty parties intoMt. Doom.”
“The last blog post we
did wasfeatured on Overlord Weekly! Wegained 25 inlinking domains. Thathasnt kicked up the rankings yet, butit will. Next action: Figure out why thatparticular post attracted so muchattention and adjust our strategy. Also,let folks know by publicly thankingOverlord.”