No system for measuring the marketing power of a site is perfect, but one of the more comprehensive I’ve come across lately is WebSiteGrader.com.
This system takes your web address, looks over the site, and reports back on features such as the following:
How optimized your site is for search engines
How well you’re placed with major directories
Your currrent Google Pagerank and Alexa rank
The quantity of inbound links
It even evaluates the reading level of the site, to make sure you’re not turning people off with your language. As a point of reference, this blog got a Secondary / High School rating.
The end of the report is a single score out of 100 possible points. Is spite of some obvious gaffes, such as no listing in DMOZ, this site got a 94. That means out of a sampling of 100 randomly selected sites, DigitalSolid’s marketing power is better than 93 of them. As of today, the process is free. Give it a try. In five minutes you’ll have a thorough web site marketing “check-up,” and concise recommendations on how to improve your score. Do you have any other favorite marketing power evaluation systems? Let me know.
A recent survey has shed light on what one breed of marketing professionals are perceiving as good bets in terms of measurable return on investment (ROI). The tactic leading the pack is email, sent to an internal — or “house” — list. This is hardly surprising, since it is a relatively low-cost way to announce new products and deals to customers and prospects. What is more interested is seeing how both organic search marketing (i.e., search engine optimization) and pay-per-click (PPC) search marketing are viewed by these same executives compared to other tactics. Here is the full run-down:
Considering the search-centric executives surveyed (these were 3,186 “in-house search marketers or agency executives,” as reported in eMarketer.com‘s ROI for Select Marketing Tactics according to US Search Marketers), it’s not surprising both are regarded highly. Both are deemed as “Good” investments in respect to the return they typically provide by one out of every three respondents, and another third (34% total) considered one of these two tactics “Strongest” in terms of ROI.
This would be a glowing assessment of search when compared with other tactics, if only PPC weren’t also deemed as “highly variable” by 28% of respondents. Considering how much control one has on the risks and rewards of PPC, this makes me wonder if that measurement isn’t the voice of a minority who either hasn’t conducted a PPC campaign or hasn’t done it properly.
The booby prize goes to online advertising (“banners, etc.”), deemed “Low Value” by 43% of the group. With opinions of online ads being this negative, is it any wonder ad networks are scrambling to sweeten the kitty with more behaviorally-focused targeting?
What is your response to these numbers?
Marketing Technology Musings and Tips by Jeff Larche