I came across this article after writing my previous post. It’s an excellent summary of the things that are important in SEO and web design. The article is written from the often frustrating point of a client-agency conversation and outlines how important a long-term view is for search marketing success.
Here’s a snippet…
The problem is that the way most people look at SEO (and they are thinking SEO, not marketing – it’s up to you to show them the difference) is that they’re going to pay a certain amount of money for the top spots for certain keywords. You can guarantee they’ve been told another company will guarantee 10 number 1 positions for $50.
This is where ROI comes into play. ROI stands for "Return on Investment". Paying $50 for a $0 return is a bad idea – but people do it all the time, because it’s cheap. Paying $5,000 for a $50,000 return is a great idea – but people gasp at the very idea they could spend that much in the beginning, despite the potential.