Tactics: Search Engine Marketing:
Conclusion |
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*Mazmania cannot guarantee a specific increase in
traffic during a specific time period. This means that the true
value of search engine marketing can be found in the long-term,
not in a matter of weeks. We have seen results skewed by several
factors:
--Search engines and spiders visit and index sites on their own
schedules.
--Directories may not have the people to add listings in a
timely manner.
--People may not be searching on certain terms during a certain
time period.
--No matter how good a program we put together, the universe of
people interested in a company and its services may not be large
enough to show a huge increase in traffic.
--Adjustments may need to be made over a period of several
months to optimize the rankings of certain pages against certain
keywords.
--Search engines and directories change their algorithms, their
deals with other providers (like Overture and Google) and the
way their content is presented.
--Important site content may be edited, deleted or moved,
changing the results of search engine listings (and driving
people to 404 errors in many cases).
--New content may need to be created to compete with content
offered on competing sites, and that new content would need to
go through the same type of indexing process to begin turning up
in various search engines and directories.
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