Take a lesson from JCPenney and make sure you are keeping up on the work your SEO is doing for you.
You must be a savvy shopper when you work with a search engine optimization company. You have to know what you are getting for your money. If you don't keep up on the work your SEO is doing for you, you easily could end up in a bad position.
This is exactly what happened to JCPenney.com.
The company hired a search engine optimizer who, as it turned out, has been buying links for JCPenney from less than reputable places. Many links were on unrelated sites and sites that had no other purpose than to sell links. As a result, many of the great rankings JCPenney had were manually removed by Google.
All of this was uncovered in an article published in The New York Times, "The Dirty Little Secrets of Search."
Keeping up on the links your SEO is getting for you isn't terribly difficult, if you know where to look.
Check out Yahoo Site Explorer to view links. Open Site Explorer is also a good tool. And finally, Google Webmaster Tools is a great place to get a detailed overview of the links pointing to your site.
A little bit of awareness here will go a long way in making sure you are staying above the board with the search engines.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Sage Lewis is the president of SageRock Digital Marketing. SageRock has been a leader in Web marketing since 1999, offering search engine optimization, paid search marketing, social media marketing, and analytics.
Sage speaks nationally with SES and other prominent Web marketing organizations. He is one of the most sought after speakers and coaches in the field of Web marketing. From coast to coast, Sage has trained, coached, and consulted with some of the largest brands and conferences in the country.
Sage is also "The Web Marketing Video Guy" with nearly 500 Web marketing videos published. Sage writes as an expert for ClickZ in the "Search Engine Marketing" section. He lives in Akron, Ohio with his wife, Rocky, and son, Indiana.
His columns can be found in the Search Engine Watch archive.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT