It’s pretty common to see marketing agencies focus on a singular dollars-and-cents approach to explaining the effectiveness of a marketing strategy to their clients. The vital misstep in this approach comes from assuming that clients are solely interested in the cost-to-return ratio of a policy. In many cases, businesses are less concerned about the spend and more worried about the value it generated, whether that is in returns or less tangible metrics like customer loyalty.
Search engine optimization (SEO) is a dynamic field, and because of the constant changes that affect it and the revamping of the algorithms associated with it, newcomers can have a hard time pinning down what works and what doesn’t. If a business doesn’t know how to do SEO right, it will lose visibility online and fail to attract potential customers necessary for its survival.