SEO Slaves with Stepping Stone Status

SEO Slaves with Stepping Stone Status

It’s important that webmasters and business owners realise that SEO is only part of their strategy for dealing with the bigger marketing picture.  No-one would deny the importance of SEO in today’s online marketing world.  What we should all bear in mind, however, is that SEO is only a stepping stone in the ultimate quest for business profitability. For many companies which invest huge amounts of time and money in SEO, the returns must surely be questionable.  Unless they feature at the top end of results on Page One of Google, the clicks received are too few to translate into what adds up to a respectable return on investment.  And yet, such is the obsession with beating Google at its own game, the pursuit of higher page positions for those all-important keywords runs the risk of obscuring why a business is involved with SEO in the first place. A part of the problem is that SEO is a technique-driven activity and business people are by their very nature competitive animals.  Allowing a bunch of robots with their crazy algorithms to gain the upper hand goes against the natural order – right? Yet this is the brave new marketing world of 2012.  The old order no longer exists.  ‘Old’ now probably means ‘yesterday’.  In the world of SEO, that translates roughly into when did Google make its last tweak to the Panda Update sequence? It’s easy to be sucked into a world of SERPs, algorithms, page ranks and keywords.  The drive to create ‘quality content’ and effective link building runs the risk of developing into a corporate ‘obsessive compulsive disorder’.... Read more...

SEO and the Fool’s Gold Fantasy

Do you want to be on Page One of Google?  Of course you do.  Who wouldn’t! All you have to do is believe everything you’re told by the so-called SEO experts.  ‘Page One’ is Nirvana, Utopia and the Holy Grail all rolled into one Google Street Map location where the little yellow man hovers triumphantly next to your company offices.  Better change that ‘yellow man’ to ‘solid gold man’ – 24-carat success that’s heading down your street some time soon.  And it’s all thanks to those SEO people who strode confidently into your world last week. “We’ll have you on Page One within weeks,” they tell you.  “We’ll do some keyword research and pretty soon you’ll be drowning in sales leads.” This is a beguiling scenario – and one which is probably played out thousands of times in as many businesses every week across the world.  The mere mention of the word ‘SEO’ makes corporate eyes glaze over with dreams of world domination. What some of the more unscrupulous SEO people fail to mention is that Page One rankings don’t come easily – and certainly not where the more competitive (and therefore commercially worthwhile) keywords are concerned.  They omit to mention that SEO isn’t a magical ‘quick fix’ that will propel web pages to top rankings in a matter of weeks.  They also forget to remind you that there are so many aspects to web page rankings other than placing keywords in all the right places.  (That may have worked five years ago.  Today, things are very different.) The other side of this coin is that clever SEO can... Read more...