Just like a healthy diet, having a balanced array if nutritional variety serves the overall goal (which is to create holistic health for all functions of the body). Much in the same way, SEO is a great supplement in addition to off line promotion or traditional marketing mediums.
SEO is often misunderstood by the masses; it is not a savior to your website if your content or landing pages lack persuasion and fail to convey value to each visitor, or at least define your content to have a specific impact.
Before putting your eggs in one basket, it is important to understand the mechanism of search. Search represents a means to an end, without it, there would be other ways for consumers to find products, services and the like, but let’s face it, comparison shopping, reputation and convenient access to information is only a few keystrokes away with an internet connection.
So, without trying to make SEO something it is not, it is important to understand the premise of search engine positioning. To all of the PR firms pushing the envelope of traditional marketing, all of the print based mediums having to acknowledge the power of the web, waning radio advertising and selective campaigns for television vs. the wild west of marketing it once was….finding value and getting the maximum return on your investment online is imperative.
Yes, we know, it’s not just about SEO. You have to have a cohesive plan to funnel the right type of audience to your product, service or solution. More importantly, if another medium for reaching your ideal audience works better, faster or cheaper than your existing model, then you had better learn to embrace it or be overwhelmed by your competitors that will.
Things such as adding a blog to engage readers and use RSS feeds to promote your message, creating a few videos on the core topic of your business model and publishing them online through video optimization which uses powerful platforms like youtube.com to get your brand new exposure or create a viral effect.
In reality, the realization is simple; ignore online marketing at your own expense. Granted, not everything lends itself to an online marketing plan, but chances are, for 90 % of products currently being sold in other mediums that there is a way to couple a promotion, mindset or organic search campaign around key words people would use to search for such products and if your offer is positioned properly, then your business can prosper.
Once a visitor arrives, it’s all about the user experience, their reason for being there, what it is you offer, how you offer it, how trusted the offer is (will I do business with you, or your competitor). Aside from this, the real question is, how urgent is their need for a solution? Are they ready to act right now, next week, next month? All of these variables ultimately sculpt the outcome of that session.
True, someone “just looking” in the initial stages of information gathering phase (that may eventually make a comparison / decision) does not have the same motivation, emotional tempo or buttons as someone who has a clear, urgent need and requires an instant solution.
The reality is, SEO delivers traffic, but once the visitor arrives, it’s up to the look, feel and tone of your content and visual coherence that impact the emotional appeal of the visitor to TAKE ACTION. Don’t make the mistake of using SEO to drive traffic to a website that lacks the proper ingredients of engagement. Use the “who, what, where, when and how” based logic to appease those in the information gathering stage and use a problem / solution based landing page, bullet points to consolidate concepts and visual images to reinforce your offer.
As a result, you can rely less on “putting your eggs in one basket” with pay per click marketing (PPC), print, radio or other marketing mediums that funnel leads that convert to your website.