Thanks for the Phonebook!
I received an interesting gift yesterday. In fact it is a gift that many people in North America receive but I'm just not sure what to do with it anymore.
What was the gift? A phonebook. As I looked at the phonebook on the kitchen table at home, I was racking my brain to remember the last time I actually cracked one of those enormous books open to search for something. These days if I need anything, I head to the web. I picked up the book and sort skimmed the pages and noticed the 1,000's of business listed there and wondered - How many of them are getting a return on this investment?
You might be thinking this is a nice reflective post, but "What does it have to do with SEO?"
This is more of a challenge for you small business owners who are doing things because it is the thing you have always done or because it is the conventional thing to do. My challenge is to track all of your marketing endeavours. Rather than doing something because you did it last year, look at the numbers and see how much return did I get off that ad or that flyer. Stop doing things because you always have and start doing things that are trackable and which you can see impact from.
I would like to say thanks to the people that delivered my "handy" phonebook. I just wish it came with instructions because I'm not sure what I'm suppose to do with the thing!