SEO is epic good.
SEO is the scourge of the internet.
Search Engine Optimization (SEO) has been all the rage for the last 15 years. Back in 1998 I accidentally built the first and only snowboard accessories only online retailer (Snowboardstuff.com) simply because I got so good at SEO that I had too much traffic to my stupid webpage so i decided to sell stuff. (I was making a collapsible snowboarding pole and wanted snowboarders to take my survey.) Back then I could relatively easily get 1000’s of targeted visitors by being really good at being found on search engines. Even then good content was the answer. We sold more snowboard accessories than any other online retailer and many brick and mortar as well.
Now obviously making your wonderful content/product/service easily found ON search engines so that your potential customers can find it is freaking awesome! Search engines are awesome. They can help you find the most bizarre stuff. They are the core of today’s internet. Although I predict that search engines as they exist today will decline in importance every year from now on as mobile apps, social etc takes its place. [tweet “The horror started when too many marketers changed their focus from the customer to search engines.”] Instead of focusing on being findable and making customers want to find you. They began to focus on being found. They focused on the search engine rather than the customer. In Google, Yahoo and Bing’s rush to make sweet algorithms to find cool stuff they also made it really easy (for a while) to game the code. Google kept up a constant battle to, at first, make search better (focus on customers and search results) but now they pretty much just try to keep the effing black hat SEO spammers from F’ing up the internet for the rest of us. [Tweet “it’s all Google’s fault.”] Even Matt Cutt’s freaked out in his blog about this. Matt said this:
Ultimately, this is why we can’t have nice things in the SEO space: a trend starts out as authentic. Then more and more people pile on until only the barest trace of legitimate behavior remains.
- Make great products/services that solve customers problems
- Show customers how you solve their problems (improve slide)
- Then remove barriers to their purchasing your solution (reduce friction)
- Then make sure you do all the needed tactical bits needed to be found by those customers who are looking to solve their problems
I think of this as CEO. Customer Engagement Optimization.
Last time I checked customers outspent search engines on every measurable purchasing metric. Where do you put YOUR focus?