Are you someone that floats around the many internet marketing forums, picking up the latest internet marketing tools, in an attempt to boost Google rankings? We all know, or assume, that Google rankings are very important. But the question is are they worth the effort and energy many of us put into achieving that illusive first page?
Often, the elevated importance of search engine ranking sucks up our marketing efforts and hard earned dollars. There is surely a point in time when our marketing sweat is sufficiently balanced with our reward and not everything hinges on getting the best internet marketing tools to shoot us up the rankings?
In my early days of internet marketing I seemed to spend an inordinate amount of time with SEO. Search Engine Optimization became the panacea to all my woes in a marketing sense. If I could get SEO right then all would be fine. Over time I have regarded SEO and ranking as less and less important in the scheme of things. SEO is certainly one thing that contributes to a successful internet marketing business and should not be ignored. However, no longer is my business predicated on achieving high rankings.
The point here is that no business should rely on one tactic and it is problematic to assume that one tactic alone is the most important. In reality, my business now depends on a number of tactics and the deployment of internet marketing tools across a range of areas.
Different internet marketing tools will help in different ways, depending on your business and what you want to achieve. For example, I have recently deployed a pop-up footer advertisement on a site with a lot of content. This worked to some degree but when I changed to an exit optin form the subscriptions increased dramatically. My conclusion from this was that a opening footer advertisement was 'forgotten about' by the time a reader finished trawling through the content of the site. This was in contrast to the exit optin form that captured people as they left and were still enthusiastic about the good content in the site. An entrance footer advertisement is more suitable for smaller sites where users are likely to come and go quicker.
By evaluating the effectiveness of this marketing tactic I was able to optimize my marketing efforts, thus making my overall strategy more profitable. My 'Return On Investment' was very good compared to spending hours on SEO.
Sure, rankings do make a difference. But to distract yourself with rankings to the detriment of your overall strategy is not good business. Look more broadly at the internet marketing tools at your disposal, test and evaluate, and stick to the ones that work. Rankings will follow in the long run.
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