This Business Week article about Google Analytics is confused and confusing.
The author claims that Google’s free analytics strategy “could spell disaster for search-engine optimization companies.”
But she doesn’t seem to know the different between search engine marketing firms, online advertising agencies, and search engine optimization companies.
She lumps everyone in web marketing that is not Google together into one mass and claims they are all in trouble.
Reputable search-engine optimization companies rely upon web analytics to know if what they are doing is working. The Google strategy might just save them money.
Search engine optimization firms design web pages that are optimized to get natural search engine traffic, not paid clicks. They don’t manage online advertising campaigns.
They get free traffic from natural search results for their clients by making sure pages are designed right, have the right keywords on them, and are deemed relevant by the search engines because other high quality sites link to them.
While it’s true that Google’s entrance into the web analytics space could have a very negative impact on some companies, I don’t believe for a minute that search engine optimization companies are among them.
If you can think of a reason why Google Analytics will hurt SEO firms (particularly since Google Analytics Terms and Conditions do not allow them to use analytic data from other sites to tweak their search engine algorithm or for any other internal purposes), please comment.