Why Aren't More Marketers Using SEO
Posted by ivy on Oct. 26, 2009, 6 p.m.
1. SEOs Speak a Different Language
Algorithms, metadata ... Some vendors try to make it sound complicated. Fact is, Google algorithms can change 50 times and that hasn't affected our Google page rank. Besides, when algorithms or formulas drive business, success is not always forthcoming. Ideas, methods, and products that warp, evolve, and expand win.
It's not rocket science, but it is overwhelming. The key is to work with a vendor or partner that tells it to you straight and focuses on the essentials first. If you suspect your interactive marketing or SEO provider is making your SEO strategy too complex to squeeze more dollars out of you, or seems more focused on looking smarter than you than boosting your organic rank, talk to some other vendors.
2. SEO is Out of Sight, Out of Mind
Marketers tend to be more interested in the design of the site and whether it's updated than in the stuff customers can't see.
One of our Denver clients, the Morris Animal Foundation was receiving $2,000 a month in donations; since we launched their SEO strategy, their traffic has tripled and online donations are up more than 20 percent, even in this economy when "no one's donating." It's all because people are finding them on the Web.
3. Some Marketers Are Stuck in their Old Ways
Many marketers haven't been expected (or able) to show ROI on traditional advertising and mass-marketing initiatives. But budgets are shifting from expensive traditional advertising to more targeted, measurable and cost-effective direct marketing initiatives. SEO should be part of an integrated interactive strategy using multiple direct marketing channels in sync.