Beyond Snake Oil with SEO/SEM
As director of search engine optimization for Range Online Media, a search marketing firm out of New York City and Fort Worth, Todd Friesen has pitched many a company burned by search engine optimization (SEO) and/or search engine marketing (SEM) firms.
While understanding the anger, Friesen says retailers should have faith in the value of SEO.
“One mistake retailers typically make with natural search engine optimization is they don’t really trust the value of it,” says Friesen. “PPC (pay per click) is easy. It’s down to a point where you can predict ROI pretty accurately. The bean counters like it because it all makes sense to them.”