I have seen dozens, maybe more, posts claiming SEO is dead. People tell me all the time they will not invest in SEO because it’s a waste of time or Google doesn’t care if you rank. Well, I am here to tell you SEO is dead! I am also here to tell you SEO is not dead. Confused yet? Good!
SEO Is Dead
SEO as you probably came to know it is dead. Gone are the days of getting your site added to every directory known to man. Forgotten are the web pages stuffed with keywords that made no senses to the human reader. Left-back is the link farms whose sole purpose was to increase your page rank. That’s right, the shortcut (black hat) methods of SEO are dead.
In that sense, SEO is in fact dead. Does that mean you shouldn’t concern yourself with search engine ranking on Google, Yahoo, and Bing? Absolutely not.
You see from the dust of past SEO black hatters rises a new crop of marketers who have been doing things right all along. They take on many titles such as Inbound Marketer, Digital Marketer, Internet Marketer, New Media Marketer and some still call themselves SEO Experts. They all do pretty much the same thing. At one time marketing a company on the internet involved only what is now considered black-hat SEO methods and email marketing (many times spam). Today that is not the case.
The fact is SEO should be a part of your overall inbound marketing campaign.
SEO Is Not Dead
Today some of the key components still exist. You should have keywords in your content, so long as your content makes sense to human beings. You should have authoritative links to and from sites, just not from spammy sites or irrelevant sites. You should make sure your titles and URLs match keywords whenever possible. And there are a lot of other considerations when it comes to HTML mark up and related website material.
However; to win the marketing game, that is to beat your competitors you need to include some other avenues of marketing. Just take a look around the site and you will see it is everything that I do! Oh, you prefer it to be in one nice neat post? You got it!
Here are some of the other pieces of the inbound marketing puzzle:
Social Media Marketing-Sounds simple but it’s not. Marketing on Social Media (Facebook, Twitter, Google+, Pinterest, Instagram, LinkedIn, etc..) can be very complex. For starters you need to know your target audience, then you need to know how to engage them, and eventually convert them.
You also have to consider industry-specific social media platforms or local platforms. For example, for Real Estate Investors there’s BiggerPockets.com.
Social Media Marketing can also be very time-consuming. You have to develop a qualified audience (don’t go for those 10,000 followers for $20 deals), engage the audience and work on converting them without coming across as a pushy salesman. This takes time and lots of energy and patience. It also takes a thick skin at times.
Email Marketing-Email marketing has been around for some time but has evolved slightly. Email marketing fell out of the graces of legitimate marketers because of the abundance of spam email. It’s estimated that around 80% of all email is spam. Marketers moved away for fear of being labeled as spam or being drowned out by spam.
Today’s inbox is much more intelligent than that of years prior. Spam is filtered much better now which allows legitimate correspondence to arrive in the audience’s inbox because they have said they want to see this.
Videos-Probably one of the fastest ways to gain traction on Google is through YouTube. Don’t believe me? Google “CT Twitter Expert”. Because YouTube is owned by Google it helps to have videos on their platform. Probably more important is the fact people prefer audio/video over reading. I know I do.
Guest Blogging-This is a little bit of a sticky subject right now. Guest blogging for the sake of building link authority is not a positive route. Guest blogging on a relevant site because you are the authority on a subject is a great way to build up your web marketing. Matt Cutt’s of Google has stated that this strategy used for the sole purpose of link building will probably wind up getting your website penalized.
It’s really quite sad that people are not paying attention. I get requests from people to write a blog post all the time but a little research and due diligence lead me to a negative response. Why? Because the person is not relevant to my site and is obviously someone who is attempting to spam their way to the top of Google. It won’t work!
Pay Per Click-Pay for advertising on Google has been around for a number of years now, and it’s quite effective if done properly. What a lot of business owners don’t realize is you can do the exact same thing on Facebook, Twitter, LinkedIn and soon Instagram.
Traditional Marketing-Direct mail is more effective than it has been in years because people’s mailboxes are empty now. Years ago we used to get inundated with junk mail but marketers have moved on to the internet to reach new audiences. As a result, direct mail has a much higher ROI than in years past.
You can also take the traditional route of marketing at events, through traditional media (TV, Radio, Print) but that’s outside of my scope. I do know some great marketers in those areas if you are shopping for one.
Content Marketing-Blog posts, videos, images and many other forms of content fall into this category. Are you developing fresh content on a fairly regular basis? In previous blog posts, I have talked about the importance of having a content marketing program. It is crucial in today’s internet marketing campaign. If you’re not developing content you will eventually lose the battle for internet supremacy.
That sounded a bit extreme, I admit it. But it is true now. I formed this company just over a year ago and I already show up on the first page for many of my desired keywords. That’s because I invested the time and energy into my content, and plan to do even more soon. Meanwhile, many other marketers have fallen off the face of Google. Hmmmm
Local SEO-It’s exactly as it sounds..building an SEO campaign that is oriented to your area. It’s a lot easier today than it was years ago because the search engines have built some incredible tools for that. What makes it a little more difficult is submitting to local directories and knowing which ones are going to help versus which ones will hurt.
Stop Buying Into Your Marketer’s Excuses and BS
If your marketer, or even worse, your SEO guy is still living in the past you need to kick them out. I hate to say it but I still see tons of websites being marketed the old way of SEO. There are no links from Social Media, no blog posts, random keywords all over the place, no video and that’s just the basics.
There’s so much more that can be done to increase your engagement and conversion rates. If your marketing team isn’t up on the new way to market it’s time to find a new marketing team.
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