3 Things Search Engine Optimization Can't Do
You might think I'm crazy for making a list of things search engine optimization can't do. After all, search engine optimization (SEO) is a big part of what I do for a living.
But I'm also a sucker for the truth, and I like to be absolutely frank with my clients (and my blog readers) about all things SEO. While search engine optimization can certainly help you grow your business, there are certain things it cannot do. It's important to realize that SEO is one ingredient in your web marketing success. But there are many other ingredients you need to consider.
Despite what other SEO companies might promise you, here are three things SEO cannot do:
1. Motivate People to Act
Search engine optimization can help people find your website. No doubt about that. I combine copywriting, SEO and PR to drive a lot of traffic to my clients' websites. But SEO has little to no effect on how people react once they reach your site. Your website's professionalism, usability, content and marketing capability can motivate people to respond, but SEO cannot. Search engine optimization can deliver traffic ... but you still have to convert it into business.
2. Build Your Reputation
A company that ranks high in search engines is not always the best company within its industry. Search engine position is determined by a website's age, link popularity and other search engine ranking factors. It's not determined by customer satisfaction. So while SEO will make people aware of your website, it will not convince them of your quality, dependability, professionalism, etc. You'll have to do that yourself.
3. Generate Leads and Sales
This is an offshoot of item #1, but it's worth reiterating. Day after day, I see SEO companies sing the praises of search engine optimization from a sales standpoint. Generate leads and sales with search engine optimization. Let me be the first to tell you that SEO is not a sales tool. It never has been, and it never will be. SEO is a traffic generator. If you triple the traffic to a website with no lead-generation tactics in place, you will have three times the amount of unconverted web traffic. Or to put it more simply:
This is why I take a "big picture" approach to search engine optimization. I handle the SEO side of things for my clients, but I also advice them on such critical things as lead generation, website conversion, product positioning, content development, etc.
If this is the kind of advisor you'd like in your camp, please feel free to give me a call.
But I'm also a sucker for the truth, and I like to be absolutely frank with my clients (and my blog readers) about all things SEO. While search engine optimization can certainly help you grow your business, there are certain things it cannot do. It's important to realize that SEO is one ingredient in your web marketing success. But there are many other ingredients you need to consider.
Despite what other SEO companies might promise you, here are three things SEO cannot do:
1. Motivate People to Act
Search engine optimization can help people find your website. No doubt about that. I combine copywriting, SEO and PR to drive a lot of traffic to my clients' websites. But SEO has little to no effect on how people react once they reach your site. Your website's professionalism, usability, content and marketing capability can motivate people to respond, but SEO cannot. Search engine optimization can deliver traffic ... but you still have to convert it into business.
2. Build Your Reputation
A company that ranks high in search engines is not always the best company within its industry. Search engine position is determined by a website's age, link popularity and other search engine ranking factors. It's not determined by customer satisfaction. So while SEO will make people aware of your website, it will not convince them of your quality, dependability, professionalism, etc. You'll have to do that yourself.
3. Generate Leads and Sales
This is an offshoot of item #1, but it's worth reiterating. Day after day, I see SEO companies sing the praises of search engine optimization from a sales standpoint. Generate leads and sales with search engine optimization. Let me be the first to tell you that SEO is not a sales tool. It never has been, and it never will be. SEO is a traffic generator. If you triple the traffic to a website with no lead-generation tactics in place, you will have three times the amount of unconverted web traffic. Or to put it more simply:
- SEO + good lead generation = leads
- SEO + poor lead generation = no leads
This is why I take a "big picture" approach to search engine optimization. I handle the SEO side of things for my clients, but I also advice them on such critical things as lead generation, website conversion, product positioning, content development, etc.
If this is the kind of advisor you'd like in your camp, please feel free to give me a call.
Labels: Search Engine Optimization
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