Here’s a great article by Ian Lurie on Five Big Online Marketing Mistakes. I think he hits the nail on the head when he says, “one must approach online marketing with a holistic philosophy that recognizes the interrelatedness of, say, the structure of a website and its ability to rank highly in search results.”

Many clients and individuals that SEMs deal with don’t see the connection between web design, usability, and search engine marketing. Having a site search-friendly is usually an after thought. In a lot of cases, this is too late to do it well without a major overhaul, which is usually out of the question. Very seldom am I consulted to help with SEO while the design is still at a concept stage. Most of the time it’s a last minute item after the site is scheduled to go live.

From a search marketer’s point-of-view, this is extremely frustrating. Often times our success is judged upon results that could be vastly improved if we were involved in every step of the process. In my business this has fueled the microsite strategy. If we are going to be successful, I must have more control over the site and can’t get stuck into a queue that is 24 months long (which has happened). Unfortunately, I don’t think that microsites work very well for mainstream (or wannabe mainstream) businesses.

Fortunately, though, more website owners are starting to “get it.” It’s usually the real savvy ones with their own money on the line.

Read Ian’s piece here:
Five Big Online Marketing Mistakes


Tagged as: Search Engines, Marketing, Online Marketing