With all this talk about Search engine optimization and search engine marketing (SEO & PPC as they’re otherwise called), it’s sometimes easy to overlook the basics. 

Successful Internet Marketing can be summed up with three Bees:

• Be Found:  In Search Engines or otherwise, when people either search for your products and services, or when they are reading about them on related sites.
• Be Convincing: Once visitors arrive on your site, make sure that they don’t just hit the back button.  You want them to take action.  Before you even design your site, consider your target audience: who are they, what do they want, what makes you compelling.  And then make sure that your site architecture aligns, and that call to actions are obvious.
• Be Analytical: I’m always amazed at how many web site owners don’t measure what’s going on.  One of the main benefits of Internet Marketing tactics is the simple fact that you can measure just about everything.  It doesn’t have to be complicated!  You can do Web Analytics in an Hour a Day

BTW – Be Found, Be Convincing, Be Analytical™ happens to be the extended tagline of SearchingWorks Inc. 

Coincidence?  I think not ;-> 

One of my favorite publications, MarketingSherpa has just published its Annual ad:tech Study.  In it, some 332 marketers share their observations and budget intents for online marketing tactics.

Some interesting findings stand out for me:

• SEO, PPC and email get the highest marks for ROI in 2006. 
• Budget increases are planned for Paid Search (Pay-per-Click), Email Marketing to Inhouse lists, SEO and Rich media (this may in fact represent the rise of podcasting and video broadcasting (vodcasting))
• It is reassuring to see that analytics are firmly entrenched in these marketers’ toolboxes.  Without Analytics, Internet Marketing is flying blind.
• Among the emerging tactics, adding RSS feeds and inhouse blogs received high votes.

For the full details on the study, read the ad:tech study at MarketingSherpa