For people who have been in search engine optimization (SEO) for a number of years, have known that SEO efforts were only measured by a ranking report in the past but not today. As Like human, SEO evolves day by day.
What’s New according to Mark Jackson?
- Incorporated reports on link building efforts.
- Started to incorporate increases in natural/organic search traffic from our web analytics reports.
- Started breaking out branded versus non-branded keyword traffic.
- Started looking at conversion rates (what percentage of our organic search visitors were completing lead forms and/or buying products from our site).
- Incorporated call-tracking and looked at conversion path, to include multi-channel conversion tracking.
As someone who came into the SEO from a traditional marketing background (radio/television/print), it’s fun to think about where’s the next destination.
It’s been Mark Jackson’s belief, since Google’s Vince update of February 2009, that Google was going to begin to figure out how to fix the “cesspool” of search results (as Google’s Eric Schmidt called it) by placing heavy emphasis on “brand”. How, then, does one build a brand in today’s digital marketing marketplace?
Back in the day, building a brand came down to a formula that he had learned while he was studying advertising:
Reach (number of people who received your message) X Frequency (number of times those people received/were exposed to your message) = Gross Rating Points (GRPs), or otherwise the “effectiveness”/value of the marketing campaign.
Has the practice of SEO evolved to the point where people need to start looking at reach and frequency, again?
Reach & Frequency is Dead, Long Live Reach & Frequency!
There are many who have said that reach and frequency is an outdated measurement of marketing success. Until recently, Mark Jackson was one of them.
Google AdWords used to promote reach and frequency metrics for CPM-based ad buys. As his colleague Josh McCoy will often say, if Google’s reporting on it, chances are it means “something” in their algorithm.