3 Questions Featured

8:00pm EDT October 26, 2008

Joe Rozsa is president and founder of SEO Columbus and its parent company, KaLor Technology LLC, a strategic Internet business.Joe specializes in search engine optimization and search engine marketing. Joe has developed his SEO skills during 13 years of Webexpertise and frequently engages in radio and Web broadcasts on SEO.

Q.How can SEO fuel growth? Where should SEO rank in marketing?

It depends on your business and industry, but it needs to rank along with or ahead of a company’s current highest marketingefforts. Search marketing stands alone in its ability to put your business in front of a customer that is looking for what you provideduring the instant they are looking to purchase it. No other media can do that.

Q. What are the main concerns of companies contacting you for SEO/SEM?

Many companies that contact us still don’t know exactly what it is that they need. They only know they need more traffic to theirsite. What we look for is how these efforts will help their bottom line. We look for things such as current conversion percentage tosee if there are ways we can get more of the people that visit their site to convert or buy at a higher rate than they currently do. Welook at ways to improve their site’s usability so people that do visit the site are satisfied enough to come back.

Q. How has SEO evolved since its inception?

Search engine optimization and search engine marketing is interesting because it didn’t really have a name when it first started 11years ago; it was just something you did when you owned a Web site. Today, you have the on-page SEO efforts, off-page efforts, programs, social media marketing, conversion and landing page optimization.

According to SEMPO (Search Engine Marketing Professional Organization), the North American industry grew from $9.4 billion in2006 to $12.2 billion in 2007, exceeding earlier 2007 predictions of $11.5 billion. North American spending is now expected to growto $25.2 billion in 2011, also up from an earlier forecast of $18.6 billion. Paid placement captures 87.4 percent of 2007 spending andorganic gets 10.5 percent, the rest goes to paid inclusion and technology investment.