Putting SEO in a Box
January 21st, 2010 by Jon
SEO doesn’t slot in easily with most business thinking. Although it’s closely related to marketing, it’s not exactly like marketing. It is kind of part of your website maintenance, but not really. Search engine optimisation just doesn’t fit in easily with other business boxes. It’s a whole new box.
Part of the reason for this confusion is the long-term aspect of SEO. There are many parts of business that have to be conducted over the long term, but this is not what you expect for something that has a marketing angle. SEO is about the right words and the right arrangements bringing in customers. Businesses expect a visible return on interest similar to other marketing methods. Frustration is one of the most common difficulties with SEO, and it comes from its somewhat inscrutable nature.
It doesn’t help that other online marketing techniques can be used with SEO, and that SEO can feed your online marketing. Take pay-per-click, for example. Many companies either work a pay-per-click campaign into a SEO plan or begin their SEO campaign immediately after sorting out their pay-per-click advertising. Sometimes, this results in an expectation that SEO will replace or reduce PPC advertising. What many businesses don’t realise is that SEO and PPC, while related, are two different strategies that achieve two different goals.
The lines between SEO and other marketing aren’t clear. This causes a great amount of confusion. Search engine optimisation can and should have marketing effects. Your SEO content should convince users to complete your business goals. Your positioning in the SERPs should work as an advertisement for your business. Marketing should also have an effect on your SEO. The links you foster through paid advertising should boost your ranking. It all must work together to boost your business presence on the web.
As you might guess, coming into the SEO process from a pay-per-click mindset is the true source of frustration. This is not to say that marketing should be pursued in isolation from SEO. The opposite is true. Understanding the nature of the two separate streams can help. When you’re considering your internet strategy, the question shouldn’t really be ‘Should I go with PPC or SEO?’ This is the ‘real world’ equivalent of deciding whether to put an ad in the paper or paint your business name in the shop window. Both are necessary for business returns, in different ways.
The main difference is expectation. SEO should achieve results over time. This means not just results from your first implementation, which can be expected over months, but long-term maintenance of a site’s optimisation to achieve continuing results. You can talk with us at SEO Consult about your long-term SEO plans.
There’s a reason that SEO professionals talk about the ‘organic’ nature of SEO. ‘Organic’ is used to indicate the way that SEO gradually grows results, helping the natural state of things along. The results may take a few months to grow in, but they will continue to grow over time, bringing benefits in the long term as well.
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Great article. It is good to see that people deem seo can only be useful if you combine it with ppc. Thank you for sharing.
I have used both systems and I can tell that the real weapon is the combination of both seo as well as ppc.
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