SEO and other concepts, are dead … sort of
One of the big-ticket items of the online marketing landscape, Search Engine Optimization along with the thousands of dollars spent on it, is dead. Sort of. And by that, I mean that sites like Google are becoming smarter and smarter and expanding beyond search engine integration. It is still a viable way of doing business, a very important integration into the lives of a smart-device-enabled consumer base, but what worked almost a decade ago is not close to what the landscape looks like now. Utilizing apps that lean heavily upon one of the largest search engines to ever exist, Google, for example, has allowed Google to position itself as a strong force in that landscape. And while they hold a substantial purchase on the keys to the kingdom, it’s a big and enticing kingdom.
What is clear, is this. Like everything in the social media landscape, SEO is shifting and changing, and it remains tightly integrated into a consumer experience. Qualifiable metrics can be gleaned from search engines that give not only insights into demographics and behaviors, but also give us messaging opportunities that are tightly targeted to our clientele, dropping via social media, beacons, geofencing, re-marketing and more.
But it all begins with a plan.
Setting up your online branding can be daunting to say the least. Several clients in small tier marketing think that one can simply move to social media, post some pictures and see an uptick in sales. And while at one time, you could do that, its very hard to make that happen now. I've said it in previous posts, you have to put some skin in the game, or you might as well be not playing the game at all. But that presents one with the problem of "how do I do this effectively if I don't know much about it?"
The good news is really good, however. With the integration between the end-user activity and the marketing efforts that were used to draw them there, lead to enhanced understandings of your consumer's prime movers. It allows us a better insight into demographic messaging and reactive story telling that will generate more leads and conversions based on those leads. Putting your brand messaging inline across the entire user experience from the moment you become aware of them through to the moment you close them is much easier, and far more malleable these days. That's due to the ability to nimbly handle feedback from the online consumer experience and post testing.
The days when someone tells you that your television commercial will reach 20,000 viewers in a small tier marketing plan and you should be happy with that, are long gone. Being able to qualify reach, frequency and conversions all in one package is the way marketing will be handled and benchmarked in the future in a small-tier business.
So, the reason that I say "sort of" kind of falls into the category of the fact that in small-tier business, nothing is ever truly dead. It's still important to make sure your website SEO is up to speed, properly functioning and maintaining itself in searches. It's just much more important that, with paid online advertising becoming a big driver in small business, your SMO is strongly on point as well.