Recently I lost a client due to an SEO guy promising amazing results for organic search. Is organic search important? Yes! It is. It’s just not the whole picture. Is it possible to increase your ranking and improve those results? Yes, absolutely.
What business owners are missing is the whole picture of digital marketing. I talk to many clients who want to leverage social media as the be all end all of marketing. It’s not. In fact, I don’t really consider social media to be lead generating or sales generating. I consider social media to be very important and I consider it to be brand identity. The fact is, social media is where people get to know you. Staying prominent in the minds of people that may be interested in you someday is very critical. Can it generate leads? Yes it can. Can it generate sales? Yes it can. It is by no means the answer to every small business owners prayers though.
SEO is how people find you. In-page SEO is critically important as is having your site up to speed with Google’s many updates. I could spend every day of my life, eight hours a day, forty hours a week working on SEO for one company. (that’s not a lie) SEO is constantly evolving and with the changing algorithm’s, its critical to stay on top of the changes and make adjustments to your strategies.
SEO is not a magic pill either. In fact, and I know people are going to hate me for saying this, most of the SEO companies I have experience with have failed miserably. That is not to say that there are not some AMAZING SEO people and companies, there absolutely are. My whole point is buyer beware…here’s a hint, if your bounce rate is 90% it doesn’t matter how many impressions or clicks your site is getting. It has to be the RIGHT traffic.
Which leads me to my next point. These two areas above DO NOT constitute a digital marketing plan. In order to succeed on the web, you need to have a balanced approach. Digital marketing encompasses more than just assigning some keywords and it requires more than just blindly posting articles. It includes an in-depth understanding of how all the components work together.
- Social Media
- Email Marketing
- Site Registrations
- Custom Content (blogs, pictures and videos)
- Design / Brand
If I had to give any advice to business owners, the following would apply:
- Find someone that knows what the latest SEO algorithm updates are. Don’t worry if you don’t know, because anyone worth their salt will know and can probably give you dates to go along with it.
- Give your marketing person some leeway. Again, it’s not about you. Tunnel vision is one of the hardest issues I have with clients. If you sell clothes, the people that buy shoes are usually into beauty and clothes and so on. You have to look beyond your business.
- Design matters on the internet. Now with that said, design is subjective. So my advice is to try NEW things! It’s not about what you like. It’s about what the customers like.