February 27, 2008
The Value of SEO to an Online Marketing Mix
The Value of Search Engine Optimization
Search engine optimization is a very relevant aspect of creating value in an online marketing mix. We all know that phone books are out and websites are in, but what is the secret to transforming a great idea into a world-wide must-have product? How can the little guy win the online battle against the Goliaths of big business?
The trick is to play smarter, not harder. These are four great ways to gain value from SEO:
1. If you can’t beat ‘em, join em. Every business wants to be the first hit on a Google search, but you can’t do it alone. Linking your site to other sites is one of the most important elements to search engine optimization. Google and other search engines weigh the relevance of the link and then send traffic, through higher search rankings, to the sites that best fit the query. Being a respected authority within your industry is an important part of online business. Linking is going to help you make connections with people that sell or deal with similar products. This connection can help you spread the word about your company and synergize with other websites, but most importantly, it’s a necessity for moving your business from page 50 in the search engines to a page someone might actually see.
2. It’s not what you know, but who you know. This rule of thumb from the business world is just as applicable online as Facebook, MySpace, blogs, and a variety of other social networks continue to attract record numbers of visitors. And the popularity of social marketing is not expected to slow down anytime soon. Peter Daboll, President and CEO of Comscore.com said back in 2006, “This is a phenomenon we’re seeing not only in the U.S., but also around the world. Social networks have proven to be a new, innovative way to spread the word about your company. Individuals both young and old are using these sites as a place to gain meaningful information.
3. A picture is worth a thousand words. How does a three-year old know to throw a fit near the Lucky Charms in the grocery store isle? How does your teen decide that she’ll die without a Hannah Montana t-shirt? The answer, of course, is brand impression, and it is the make-it-or-break-it difference that sells “yummy” to tots, “cool” to teens, and “reliable to grandma. SEO can help your market get a good impression of what your company represents. The benefits of brand impression come from exposure and a more meaningful experience on the net. With so much information on the internet, it is easy to have your brand mixed up with another company’s brand. Increased traffic and exposure will help clarify who your company is and why consumers should chose your product. The goal of brand impression is to be the first company the consumer thinks of when looking for a specific product. Having a strong company brand will raise sales and increase the overall value of the company.
4. Every little bit counts. You may think that if you can’t devote your life to search engine optimization, then it’s not worth spending time trying. Rome wasn’t built in a day, Michael Jordan didn’t become famous from shooting one basket, and Mozart’s first work wasn’t his greatest symphony. Thomas Edison is credited with saying that genius is 1% inspiration and 99% perspiration. In the field of internet marketing, any advances you can make in driving traffic and customers to your site will put you one step closer to fulfilling your goals.
Search engine optimization is truly a new, innovative tool that will add value to any company. ioVentures has seen the value of SEO in a variety of companies. If your company is not taking advantage of these benefits, you may want to look into making an SEO investment in the near future. ioVentures would be more than happy to help you assess your SEO needs. This article from Google is also a great place to start your journey:
