SEO professionals must maintain a research process foranalyzing how the search landscape is changing, because search engines strive to continuouslyevolve to improve their services and monetization. The ever-changing, dynamic nature of the search marketingindustry requires constant diligence. Two examples of these and SEO Plan Is CustomThere is no such thing as a cookie-cutter SEO plan, and for this, all parties on the SEObandwagon should rejoice. SEO, a high-ROI activityIn addition, a growing number of businesses operate purely online. DataDETERMINING YOUR SEO OBJECTIVES AND DEFINING YOUR SITE’S AUDIENCEby in early 2009 shows that organic SEO is considered one of the veryhighest ROI activities for businesses (see Figure 3-1).FIGURE 3-1. Traditional media is not in danger of being replaced by SEO, but SEO can providesome high-margin returns that complement and enhance the use of offline media. Whether you are selling products and services, advertising and lookingfor branding value, or trying to promote a specific viewpoint to the world, a well-designed SEOstrategy can result in a very high return on investment when contrasted with other methodsof marketing.For many organizations, SEO brings a higher ROI when compared to TV, print, and radiocampaigns. The great thing about SEO is that it can result in dramaticallyimproved website ROI. Animportant component of SEO is to deliver not just traffic, but relevant traffic that has thepossibility of converting. For others, it may mean the promotion of a particular message. For most organizations, that means generating sales, leads, oradvertising revenue. Knowing that, the SEO process works on a sitearchitecture strategy (see Chapter 6) and a link-building strategy (we cover this in Chapter 7)to help the site’s pages achieve competitive search engine rankings for these types of terms.High ROIImproving visibility and driving traffic are nice, but the most important goal is to achieve thegoals of your organization. Wiserobotit probably would not have gotten otherwise. Wiserobot-it probably would not have gotten otherw
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