Search Engine Optimization and ROI: Best Friends or Worst Enemies?

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A new article by natural search engine optimization consultant Michael Murray explores how online marketers should work harder to make sure SEO and ROI aren't stuck in separate corners.

Search engine optimization (SEO) and return on investment (ROI) don't hate each other, but marketers often treat them like they're natural foes.

Murray, Fathom SEO's vice president of search engine marketing, digs deep into the topic in his article, "New Archenemies? SEO and ROI -- Say It Ain't So, Joe."

It appears at Marketing Pilgrim, an acclaimed Internet marketing blog. View it here:

Andy Beal, who edits the blog, is an esteemed marketing expert. His work has appeared in "Business Week Online," "Search Engine Watch," "Search Engine Guide" and other news media. Topics include Affiliate Marketing, Google, Reputation Management, Social Media and more.

"It's a privilege to have this piece showcased on Marketing Pilgrim," said Murray, who writes extensively about the search engine marketing industry and speaks at national events, including the Search Engine Strategies conferences. "I know it's tough, but marketers really need to treat SEO and ROI like they're best friends."

Too often, the wrong staff members end up handling search engine optimization -- sometimes treating it as an afterthought or something they get to only when they have a chance, Murray said. Sometimes the people responsible for ROI don't follow through with great opportunities or even recognize the power and influence of search engine optimization that delivers relevant traffic in the first place.

His article includes a series of 10 tips, including:

  • If you have an ugly website, own up to it and doing something about it.
  • Understand a website's visibility; sometimes it just doesn't deserve to rank for search terms.
  • Don't be too greedy; learn when to be content with certain high rankings.
  • Phase in and adjust keyword-rich page titles and learn what they are.
  • Get the basics right (response form lengths should equate to what's being offered in return).

Interested in search engine optimization and ROI? Murray also authored a white paper on the topic: "Is Search Engine Optimization Worth It? SEO and the ROI Debacle." It's available at no cost here:

Fathom SEO ( is a holistic online marketing agency with an emphasis on Natural Search Engine Optimization in addition to Paid Search, Online PR/Link Building and integrated Permission Based Email Marketing. Since 1997, Fathom SEO has been efficiently connecting sellers with buyers at the moment in time they're interested in products and services. Clients include Eaton Corp., Bissell, Sauder, FedEx Custom Critical, Cleveland Clinic and more than 125 others. Fathom SEO produces popular industry reports, speaks at national conferences (including Search Engine Strategies) and recently was named among the top 20 search agencies by AdAge magazine.


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Michael Murray
Fathom SEO
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