A couple of months ago I wrote about search engine optimization (SEO) and how to start thinking about a strategy to hit two of the three big SEO objectives identified in an article from MarketingSherpa (via Hubspot): increased website traffic and increased lead generation.

In the months since, we’ve been doing some extensive work on our B2B websites, and we’re seeing a lift in both of those categories. For those of you who have been doing this kind of website optimization for a while, you know that the work is never done.

I liken it to painting the Golden Gate Bridge — ongoing touch-ups are required to keep the whole thing from slowly eroding and collapsing into the Bay.

Several variables factor in to continuing SEO maintenance, such as keeping up with changes in your users’ behavior using your site analytics (you do have those, right?), but the biggest factor has to be changes in the way that the search engines index and rank your sites. You have to stay up to speed on shifts in their algorithms and how they affect the way people might find your site.

Search Engine Watch recently published a blog piece on conducting an SEO site audit (hat tip to Michael Alston) that includes some great recommendations for tools and tactics for pushing a website to the top of the search results.

I know which ones we use, what are your favorites?

And if you’re working with an SEO consultant who tells you only need to do a site audit once, I got a bridge I’d like to sell you.

Amy Taggart is the Marketing Manager at IFMG. She is focused on building out the Carloan.com network of dealers.

Amy Taggart is the Marketing Manager for Interactive Financial Marketing Group

They are often called “guaranteed credit scored leads.”  Some call them “the next generation automotive lead.”  We call them bad leads.  Trigger leads, the next big blemish on the auto finance face and the soon-to-be-blip on a law makers radar.

A consumer applies for financing.  The financing provider conducts a hard inquiry.  The inquiry “triggers” the distribution of that consumer’s data to a supply channel.  You can say it’s legal because the privacy policy says so.  Or you can call it playing with fire.  Nine times out of ten the consumer doesn’t know their data just got shot across your desk.

Ever heard the saying “you get what you pay for”? Trigger leads will keep your sales people busy.  Just make sure you supply your team with a couple bottles of Advil as they most likely will be answering questions from angry consumers wondering how you got their info, “I didn’t apply!”  Sound familiar?

I have a theory on why trigger leads exist.  The auto finance lead industry slowed to the equivalent of stock cars entering pit road after the “big one” at Talladega.  Marketing costs increased.  Low dealer demand combined with lowering consumer credit scores and lenders tightening their belts during the recession forced downward pressure on prices.  Lead providers already selling cheap leads had only one way to go: find a cheaper source.

Now I like to use food analogies so you’ll have to forgive me…. Where I was raised we were taught the only thing that can dress a pig is a good rub, hickory smoke, 220 degrees, and about 8-12 hours of love.  I don’t recall lipstick being around.  If your lead provider offers leads for under $20, you may want to read the fine print.  Original leads cost darn near that just to generate.  Verifying and filtering… now that’s another story.

Happy Selling!

- Tom

Tom Feary is General Manager for Interactive Financial Marketing Group.

Tom is IFMG's General Manager. When he's not noodling through honest spreadsheets, he's at home with his wife, two girls, and BBQ. Comment on his posts and he'll share a recipe. You can follow him on Twitter @tomfeary.

Welcome to our new blog and web site.  We’re looking forward to sharing our knowledge and hope you feel comfortable to comment and get engaged in what we have to say.  We think we have a fascinating business.  It’s a unique crossroads of marketing and operations, of data hounds and data givers.  We constantly crave precision and yearn to give our customers the best we can deliver to drive their sales. 

Check out our new site.  Come back and see us soon.

Tom is IFMG's General Manager. When he's not noodling through honest spreadsheets, he's at home with his wife, two girls, and BBQ. Comment on his posts and he'll share a recipe. You can follow him on Twitter @tomfeary.