An example of a failed effort to get a business to business sign up for digital services – leaving the customer to figure out how to sign up for a given service.
“SEO Building Permits” – An SEO’s Presence Throughout A Design Project can Prevent Expensive Tear-Outs
We can draw a parallel between SEO advice and building permitting. Pressures placed on any web development project can cause marketing goals to be conveniently ignored, just like marketing goals, building codes and standards. Paid search ends up the beneficiary when an “un-optimizable” site results.
One of the most difficult challenges is tracking paid search performance via telephone calls for the small business. While a few will spring for a new 800 number or IVR system to get some of that information and train phone staff in its use, many cannot due to the workaday reality. Often the busy office environment means metrics go out the window in favor of just getting the order out, so the company continues to guess.