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Monitoring Results
Search engine marketing is an ongoing process that never really ends. Markets and
business models constantly evolve. You should reserve some time each month for
reading customer feedback, reading the market, viewing the competition, and
creating new ideas to help spread your brand exposure.
The web grows with or without you, so if you are stagnant, then you are falling
behind.
When Results Don't Show
Think Big
With pay-per-click marketing (covered in chapter 10) or regular search engine
optimization, you should always be looking to improve your bottom line. Hosting
has gotten so cheap that more traffic does not usually cost much more money.
Most people rarely come near their hosting limits.
Pay-per-click advertising is the same thing that Don LaPree preached with his
newspaper ads, except that it is more trackable and has faster feedback loops. You
find something that is marginally profitable and repeat it many times over. Keep
refining the ads and increase profit margins.
The Value of Large, Reputable Services
Sometimes, results never show up. That is why it is important to stick with the
larger pay-per-click search engines when you use them. If you start using small
ones, you not only have to spend more time managing many accounts, but you
may also buy junky, machine-generated traffic. The things you need to focus on
are your site, your brand, your web integration, your ads, and your conversions. It
is easy to lose focus of the big picture if you are trying to maintain 25 accounts.
Why Isn't It Working?
With regular search listings, it can take months of optimization and gathering
quality links to rank well. If your site does not list at all after a month or two
(especially for focused terms such as your own domain name or domain string),
Chapter
9
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