Yes, you read the title right.  My company recently performed extensive search engine optimization on a client website, and the results were staggering.  Within a month, organic search traffic had dropped by over 60%.  Inbound leads from organic search had dropped by over 50%.  And the client was absolutely thrilled with the results.

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We’ve all heard it time and time again – the internet marketing industry is ever-changing and it is imperative for every search engine optimization company to stay on top of the trends. Well, it’s also important to take it a step further and make sure that clients are updated on these trends when it will affect their campaigns.

Our client services team has several ways of sharing current trends, tips and information with our clients. Beyond creating specific recommendations and strategies on an ongoing basis, we also send our internet marketing clients our exclusive Client Connection newsletter. This newsletter covers several topics as they pertain to our clients and their campaigns. We include the latest industry news as well as information about our search engine optimization company as it is important that our clients know what is going on within the business.  In addition, if more than one client asks a particular question in any given month, that question and an answer are included in a FAQ section in the Client Connection newsletter as others will most likely want to know the answer as well.

We also offer Out of the Blue, a monthly newsletter subscription for which anyone can sign up – not just clients of our search engine optimization company! We include information similar to the Client Connection, such as industry trends, internet marketing news, etc. It’s a great informational tool – and one you don’t have search to find because the newsletter shows up in your inbox on a monthly basis!

The newly coined term ‘results measurement’ is used by companies to define the purposes of lead tracking in SEM campaigns, and is a valuable means of understanding the many decision factors your prospects use to choose your company for its products/services. A finely-tuned lead tracking channel – often aided by your search engine marketing company – demonstrates to the potential customer that his or her inquiry about your company’s products/services was received with a sense of urgency.

For SEM campaigns, proper lead tracking may not be the only fast track solution to increased sales, but does give potential customers insight into how your company values its leads. With a greater ability to track leads and responses, an immediate follow-up is also possible, allowing prospects to decide if your response time was fast enough and if your company provided a better customer experience than your competitors.

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Before we discuss how a business can push its way into Google Instant using an SEO company to develop a local SEO strategy, remember that the search results algorithm has not changed, only the way results are displayed has changed.  The same familiar results are shown, except Google Instant now shows results for a predicted query based on Google’s Autocomplete algorithm.

This creates new questions to think about when considering using a search engine optimization company:

• How will Google Instant affect user behavior?
• What is Google Instant pushing in front of its users?
• How are long-tail keyword searches affected by Google Instant?