Puzzling studies and reports suggest that businesses are missing out when it comes to ROI, including a whole host of metrics that should confirm or shape search engine marketing strategies.

You can’t accomplish much if you’re not even implementing SEO right way. We’ve seen web site after web site that includes scores of individual keywords in META keyword set (that many search engines ignore anyway). The SEO team not only used wrong individual keywords (search phrases are better), but they didn’t bother to include keywords in page title or description. And, of course, they didn’t think it was worth their time to focus on multiple pages– not just homepage.

Hint: If you’re selling dinnerware, “laundry” probably shouldn’t be one of your keywords.

A WebTrends report cited in an eMarketer in 2004 showed following ROI:

Using Complete ROI analysis35.4% Click-through rates only24.2% Conversion metrics18.7% Don't measure21.7%

Barely one third figured a thorough ROI analysis was worth effort.

More than 80% of companies surveyed are dissatisfied with their “ability to benchmark their marketing programs,” according to “Measures + Metrics: Assessing Marketing Value + Impact,” a stunning report based on a 2004 survey by CMO Council, a Palo Alto, California-based organization. The CMO Council represents senior marketing and brand decision-makers in global technology industry.

“Less than 20% have developed any meaningful and comprehensive measures and metrics for their marketing organizations,” report said.

There is much confusion about how search engines work and how they index web sites for higher ranks. Many people believe that by submitting their details once, search engine will automatically provide them with a high rank and everyone can find their site instantly…this is simply not case!

For those of you who have experience in trying to "successfully" submit your web site to a search engine, you will know what I am talking about. It is not as easy as people think. As owner of Darknight Designs I have webmasters ask me on a daily basis, what they can do to improve their rankings in search engines. Below are some simple steps that they (and you) can do, to improve your online marketing campaign.

1.Take time to get your site optimised. This process involves making sure you have quickly loading pages, graphics that are reduced in memory size, your META Tags are created properly and your site is uploaded and available for viewing. This step is most important one, and should not be done in a rush. Take your time in making your pages and getting your META Tags & Alt tags done correctly, as it will pay off in end. META Tags should resemble ones below;