‘Twas the month before Christmas, when all through the shop,
Not a meeting was held and nothing would stop.
The PPC campaign was launched with care,
In hopes that profit soon would be there.
The media team saw the long month with dread,
While visions of ROI danced in their heads.
And the client in his suit, and I in my dress
Had just settled ourselves for a fourth quarter success.
When out on the floor there arose such a clatter,
I sprang from my desk to see what was the matter.
Away to the cubicles I flew like a flash,
Opened a browser and searched in a dash.
The Google pages shone like new-fallen snow
Giving light to the natural results below.
When, what to my wondering eyes should appear,
But fresh new rankings for the eight top keywords.
As a lack of candidates had left HR in a row,
I knew in a moment it must be St. SEO!
More rapid than eagles, his tactics they came,
and he whistled and shouted and called them by name:
“Now Title Tags! Now ALT Tags!
Now, keywords and copy,
On, anchor text! On, link structure!
On, sitemaps and density!
To the top of Yahoo!!
To the top of Google!
Now dash away! Dash away!
To the top of the page all!”
As dry leaves that before the wild hurricane fly,
When faced with an obstacle, mount to the sky
So up the SERPs the clients’ pages they flew,
With the title full of meaning, and the description too.
And then, with an inkling, I turned to consult
The reporting and analysis filled with results.
I drew myself close and turned around,
Pleased to see the client’s conversions were abound.
The site was optimized, from head to foot,
And visibility had finally stayed put.
A bundle of tactics employed in a pack,
This clearly was the work to track.
The pages–how well optimized! The results, how many!
The clicks came in a flood, the conversions aplenty!
The chart was drawn with an upward arrow,
and the traffic increased with the flight of a sparrow.
The competition stayed well beneath,
While PPC encircled the page like a wreath.
I had a smile on my face, the CEO too,
For we knew our client would have not a clue.
He placed the reports up on the shelf
And I laughed when I saw him, in spite of myself;
A wink of his eye and a twist of his head,
Soon gave me to know I had nothing to dread;
He spoke not a word, but finished his work,
Saving the whole team, with nary a smirk.
And laying his finger aside of his nose,
and giving a nod, up the elevator he rose.
He sprang from the roof, to his team gave a whistle,
And away they all flew like the down of a thistle.
But I heard him exclaim, ‘ere he drove out of sight,
“Happy ROI to all, and to all a good night!”