March 1, 2010, 12:00 AM

The Invisible Retailer

(Page 2 of 2)

Another marketing manager from a smaller retailer says he allocates a minimum of three months from the start of a search engine optimization campaign before expecting positive results. But, once three months have passed, he sets specific search position and traffic goals for each keyword. “Even if we don’t hit every goal, we have to have something concrete we are aiming at,” the manager says.

Despite the progress that has been made over the last several years in industry awareness, tactics and technology, search engine optimization is still a relatively immature industry. Entering a campaign with a guiding framework will help search marketers successfully monitor and execute their campaigns and keep SEO front and center companywide.

Nathan Safran is senior research analyst at SEO technology company Conductor Inc. and can be reached at nsafran@conductor.com. Seth Dotterer is senior director of marketing at Conductor and can be reached at sdotterer@conductor.com.

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