Search Engine Optimisation (SEO) is a brilliant and very useful tool for the majority of organisations. It is the process whereby an organisation such as SEO Consult outlines a strategy that will give a company “prominence for key terms on search engines such as Google, Yahoo! and Bing, whilst being transparent enough to accommodate” the organisations individual voice.
However Adwords is a direct route to Google, the “most popular search engine in the world”
(Laycock) and is therefore the most useful tool for getting your organisation into the eyes of the consumer. According to McGaffin, Adwords and SEO aren’t all that organisations need to do to have their organisation or brand name readily accessible to a consumer and that “many companies have an under-used resource that could generate hundreds if not thousands of quality links”. McGaffin goes on to suggest that this resource was “public relations”. And in a sense, however much I may wish to deny it as a loyal advertising practitioner, he is right. Yes you do need SEO, but without anything to be optimised what’s the point?
Organisations can pay for PPC, CPM, as well as the “site-targeted advertising for text, banner, and rich-media ads” (Gaffer), but without a ‘digital buzz’ surrounding your product/orgnisation/brand, without relationships between organisations (B2B) which I touch upon in my blog B2B Mobile Marketing – What’s next?, and more importantly within the digital age, without relationships with consumers (B2C) that are interested in, or have a lifestyle (according to cookies) that would accommodate similar products, you are only scratching the surface of the digital landscape.
It’s all very well suggesting that ensuring a websites content allows for Adwords to optimise the most relevant information, however if there is no substantial information or ‘buzz’ consumers will not be able to obtain the information which they require to truly gain a feel for a brand and engage in a the decision making process (DMP) as suggested by Jeffrey M. Stibel, Brown University.
I think that SEO is brilliant. However all components of digital availability mentioned above must work in conjunction... an amalgamation of various digital strategies, including social networking, that allow for truly ‘organic’ growth of information that consumers are able to find easily without being tied up into the frustrating mess that is search engine spamming or Spamdexing (Eaxbytes). An annoyance to all consumers, don’t you think?
No comments:
Post a Comment