Sometimes we get to doing something for so long and are so involved in telling people how to do something, that we forget that there are still people who need to be convinced they actually need to do it.
In the last few years social media has jumped to the forefront of online marketing for many small businesses. Some business owners aren’t even bothering to market (or in some cases even build) their websites anymore.
They can just create a Facebook page.
Or a blog on Blogger.com
Or tweet on Twitter.
Or build a Google Places page.
Are we entering an age where SEO just doesn’t matter?
You can now get a local ranking on Google just by having a places page. No website needed!
When all these other avenues are available, many without all the added marketing “expense,” is SEO still viable?
The short answer is yes, SEO still matters.
SEO Still Matters
That was important so I made sure to say it twice!
There are many reasons why SEO should still be on the forefront of your online marketing efforts. I’ll make the case below, but before I do, I want to stress that I’m not trying to take anything away from Facebook, Google Places, Twitter or other social media efforts. I’m sure someone *cough@martijencough* could write a post titled “Making the Case for Social Media in an SEO World!”
But since social media is the new big “it,” I think it’s important to revisit the case for SEO, as a solid reminder as to why it still matters.
You have Ownership of Your SEO
If you own your own domain name, your website belongs to you. It’s yours.
The same can’t be said about your Facebook, Places or Twitter profiles. Whatever marketing you do on these other profiles may be building your business today, but what if any of them go out of style? (Anyone remember MySpace?)
The marketing you do TO your social media profiles is temporary at best. At any time you can be removed, be kicked off, lose your profile or see site could disappear. If your web host doesn’t like you, you get to take your site (you do have a backup, right?) and find another hosting company. You get to keep it, and no one can tell you otherwise.
That means the SEO you do for your site is also yours. All that work, effort and money invested is yours to keep as long as you keep your site hosted.
SEO Gets You Noticed by Your Customers
Social media is great for getting the word out and building your brand, educating your audience and even providing information about your services. All good. But SEO puts you in front of your buyers. Top rankings put you in front of people that are interested in what you have to offer but don’t already know about you.
One of the goals of SEO can be to get people to engage with you on your social networks. This helps build long-term relationships. But SEO gets you in front of people who don’t already know where to get what you offer. That’s why they go to search engines.
Top rankings put you front and center for searchers who have an active interest in what you do. These are potential customers, not just information seekers. This is your money audience!
SEO Has a Mighty Long Reach
Your reach with SEO can be far greater than your reach in your social networks. Sure you can build a lot of followers and friends and they can repost or retweet your content to get an even wider audience… provided they are looking at the time your tweet or post goes out.
You may have 10,000 friends and followers, but are they all looking at you moment you need them to be? If not, your message is lost.
SEO puts you in front of your audience when they search. Even PPC can fail here as ads roll in and out depending on your available budget. But with SEO, once you get those top rankings, your link is there for all the world to see.
Not only that, but the more keywords you optimize, the bigger your reach can be. Optimizing your site for well-searched keyword phrases puts you in front of a larger audience. Optimizing even low-volume phrases in large quantities can boost your reach even more while increasing your ROI. (More on that below.)
SEO is Relevant Now
Driving someone to your social media page gives them only limited amounts of information. It’s kind of a one-size-fits-all approach. Driving visitors to your site, through SEO, gives them all the information they need to make a purchase decision.
One of the beautiful things about SEO is that you can also drive each searcher to the most relevant page on your site, based on the query. That’s what optimizing is all about. Each page is optimized for a set of keywords that are most relevant the searcher. This is custom-fitting at it’s best!
About the Author:
Stoney deGeyter leads a spectacular team of seasoned marketing experts at Pole Position Marketing and has built a wildly successful website marketing company that succeeds through both personal and professional integrity. You can read Stoney’s blog posts at the E-Marketing Performance blog and more of his work on several well-known SEO and marketing news sources including Search Engine Guide and WebProNews. Stoney has authored two website marketing books: E-Marketing Performance: Effective strategies for building, optimizing, and marketing your website online and Keyword Research and Selection: The definitive guide to gathering, sorting and organizing your keywords into a high-performance SEO campaign.