(Continued)     August 21, 2004 edition
Additionally, a comprehensive search engine optimization strategy requires a full understanding of all major search engines and their algorithms, plus that person needs a lot of expertise and in-depth research capabilities that is very difficult to achieve in-house, if not impossible. It takes years to become a good search engine optimization professional, plus it takes all the specialized tools and a whole lot more.

If you really feel that this person has all what it takes, including the tools and the knowledge, then you can try it, but I still feel companies are better left to what they do best: their core competency! If your main line of business isn't SEO, maybe you should seriously consider hiring an outside optimization firm. Hope that helps.

My two featured articles for the week ending August 20, 2004:

1) Tracking ROI in Search Engine Marketing

With today’s competitive markets, accurately tracking your search engine marketing ROI (Return on Investment) is more important than ever. Whether you are using an in-house solution your company developed, or if you are using a third-party solution, carefully measuring your results could make or break your online ad budget.

Independently of which tracking solution or Web analytics package you use, in the end, you can make your data more valuable and more useful if you follow a few simple steps. Tracking solutions are also important in order for you to carefully measure your website and conversion rates.

Please click here to read the whole article.

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