Don’t Stop with SEO. Yes, I said it. Optimizing your website for Search should not be your sole focus. Reading SEObook.com author Aaron Wall’s blog post “Google to Clone Lending Tree,” drove this point home. If Google is entering high margin businesses such as loan aggregation services, it is only a matter of time before they launch into other high margin, online businesses.
I am convinced that the future of marketing lies within a diverse Inbound Marketing Strategy. In my opinion, a diverse Inbound Marketing Strategy includes an allocation of resources to developing Free Value-Added Products/Services, PPC Advertising, SEO and Social Media Marketing. When done correctly, allocating resources to Free Value-Added Products/Services, PPC and SEO will generate high quality leads for any business.
Simply relying on one inbound marketing strategy is extremely risky. Giving away a free product or service is an excellent way for like-minded people to engage with you. For Example, Copyblogger‘s Brian Clark recently released “Teaching Sells,” a 22-page report on how-to build an online teaching business FOR FREE! What happens when an authoritative figure such as Brian Clark releases a free “how-to” report? Like-minded individuals willingly give their email addresses and names in order to read and link to this excellent content (like I just did).
Another way to generate high quality leads for your business is through PPC Advertising. One avenue for PPC Advertising is purchasing keywords on Google AdWords. Purchasing keywords on Google AdWords allows you to target a specific persona/audience and measure the results. Optimal PPC Campaigns will have well organized and relevant keyword taxonomies which are turned into AdGroups, compelling ad copy that speaks directly to those keywords in the aforementioned AdGroups, an efficient bidding strategy and sending prospects to relevant landing pages (SEO).
Landing pages should be optimized for search. Identifying high quality, specific keywords related to your industry is the first step in authoring quality content for on-site SEO. High quality content is king and will generate links to your site. As the number of links to your site increases, the search engines reward your site by increasing your page rank for particular keywords/search queries.
Please don’t be mistaken. Solely focusing on blogging and authoring content is not enough. Focusing efforts solely on content 5 years ago was probably enough to generate enough links to rank for particular keywords/search queries. But, The world in changing. Social Media Marketing and micro-blogging have played and will continue to play a vital role in spreading high quality content quickly to target audiences. The emergence of social media communities like Twitter, Facebook, and LinkedIn have provided a forum for bloggers, authority figures, consumers, businesses, and individuals to express their opinions and communicate with one another like never before.
Google, the 800 lb Gorilla will do as they please, and enter high margin businesses like loan aggregation in order to add revenue streams. What does that mean for the majority of businesses?
Watch out! And Pay Attention! Protect your business by diversifying your inbound marketing strategy. Think one step ahead of your competition. Author high quality, relevant content on your blog, give away something that prospects want, and listen to your prospects. Have a conversation with them. Be Transparent. Your prospects and customers are talking about you online. It is time to engage, interact and manage your reputation with the goal of establishing yourself as an authority figure in your field so you will have the last laugh. Not Google.
Liked this? Get free updates! Subscribe via RSS or