© Copyright 2008, Delphic Sage, LLC
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SEO for Marketers White Paper
June 2009
WORKS.” The new face of
SEO is making it a core competency and integrating it into marketingefforts. Rather than trying to participate in reputation management to protect your brand, or usingSEO to garner a small bump in traffic, or even putting a checkmark on SEO as a side benefit of SocialMedia-SEO must be viewed as an integral focal point to all marketing efforts for three reasons.The three reasons that SEO must be viewed as a core competency are:
Duplication of effort.
Having a copywriter writer copy, getting the copy to a junior level SEOstrategist, sending it back to the writer or a web producer, and then having the edited copy optimizedagain is terribly inefficient. The duplication of effort is both a time and budget killer.
Fiscal Savings.
Extra hands and extra steps eat budget. More importantly, slowdowns in creationcreate slowdowns in timelines, and other priorities become time sinks, which in turn, burns budgetwithout results.
Effectiveness.
Have a plan. Execute the plan. Simple to say, but how many people can effectivelyexecute when there are more meetings and proposals than blocks of time set aside to execute?
BRANDING AND SEO
The first step you should take in implementing SEO is integrating SEO into your branding plan-actively. If you view SEO as something that only is a tool to drive Reputation Management, you might want to reconsider you stance.Picture this, it is 6:30 a.m. Monday morning and you are happily oversleeping your alarm, when yousee an incoming phone call. Who would call you at 6:30? It might just be your boss calling to let you
know that they discovered over the weekend that a search for “yourcompanyname” resulted in three of
the first page results being negative blog posts about your customer service, and that it needs to befixed, immediately. By 8, you are in the office and grumbling over coffee with a coworker that the
problem didn’t happen overnight, and it won’t be solved overnight
-and off you go to build links and write articles that you hope get distributed. If you are lucky, in a few weeks you will still be employed,and those articles will be buried. You can now rest until the next 6:30 a.m. call.Picture a second, and even stranger yet common, scenario. Imagine that you have been given advice via your outsourced SEO company to not worry about building your brand, as you have been doingthat all along, but instead to worry about what moves the revenue needle. That, what you care about
are, in fact, converting keywords and that brands don’t matter anymore. Although that seems
preposterous, you will find a number of articles on fairly high profile sites that argue exactly that.
That’s preposterous.
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