How effective is your SEO? I came up with the idea of a 2×2 cost-effectiveness quadrant while on a train from Beijing to Shanghai.
Here’s an example of each quadrant:
HIGH COST, LOW EFFECTIVENESS: Traditional marketing that spills over to the web
The Fiat 500 Arbath SuperBowl commercial, which spiked branded search queries for the new car brand, but trailed off soon after.
LOW COST, LOW EFFECTIVENESS: Web spam
Milanoo posting spun content on garbage blogs.
LOW COST, HIGH EFFECTIVENESS: Viral, one hit wonder
Docracy’s Be my (legally binding) valentine, which was a simple one-page tongue-in-cheek document put on their site right before Valentines Day that got picked up and linked to by a lot of other blogs. Another great example would be OKCupid’s The Death Test, which was a quiz that went viral.