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

I overhead an interesting conversation on the way out of LeadsCon last week.  Not that we make a point to eavesdrop or anything like that. There just was no choice since the conversation occurred over a taxi cab CB radio.  Yes.  Vegas.  Taxi cabs.  Interesting conversations.

The taxi drivers were talking amongst themselves on their radios, sharing ideas on where the hot places for fares would be in town on the evening.  “The game at UNLV lasts about two hours,” said one driver.  “There is a steady stream of fares now at the airport,” said another.  “Thanks for the heads up.  I’m heading over now,” responded a cabbie.

The constant communication of questions, ideas, tips, among peers caught my ear for a couple of reasons:

1. It’s Vegas.  Aren’t there tons of places for hot fares?
2. Its cab drivers.  There are best practices and ideas for cab drivers?!
3. Vegas + Taxi = Homogeneous service

This got me thinking about our leads business.  In a market where there exists lots of opportunity, competition, and where products are essentially the same, those who can communicate and differentiate have the better chance for sustainability.  Cab drivers included.

Even on the heels of LeadsCon, a conference where everyone wants to talk about their cool take on life, we continue to be amazed at how little people actually communicate and talk about where the best fares are.  Sales people talk but ask few questions.  Business principles signal but don’t get down to brass tax.  Take for instance the break out sessions at the conference.  There was very little substance, or data presented on what actually is working where.

If there’s any big take away from our cab ride and trip to Vegas, it’s that we all win together when we share and are resourceful with one another.  What may make a good generator of leads, may not make a good provider of leads.  What works when scoring leads for auto finance, may not work when scoring mortgage leads.  Yet when we recognize what we’re good at as individuals and how more value can be appropriated across all points within a chain everybody wins, specifically the end user.

Hello March 2010.  We look forward to the remainder of the year.

- 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.