Anyone paying attention realizes that SEO has changed... a lot... over the last several years. With Google changing their algorithms daily - it seems, if not several times daily - what's a business to do? It seems almost impossible to keep up.
Some businesses are so tired and frustrated that they are staying put, refusing to go along with the changes, choosing to stay with the "tried and true" methods they are familiar with and understand. Most of these are outdated tactics that simply don't work anymore, no matter how far one has buried their head in the sand to pretend things are "still good".
Now, certainly, the demand for SEO services remains healthy. However, it seems clear that those who are enjoying the best results are those who are integrating their marketing strategies. Most often this has been a merging of traditional SEO strategies with emerging (and, also, constantly changing) social media tools. In addition, those enjoying "Best Results" are pushing their "Brand" through several Media: Digital, Social, and Traditional. But, unfortunately, the coffers aren't unlimited and finding the right balance of "need" and "budget" can be especially difficult. But whatever the perceived obstacle, businesses do have to read the handwriting on the wall and realize that some online strategies, and accompanying priorities, need to be adjusted if a business is to remain competitive in the current marketplace.
The days of a business forcing their way onto Page 1 of search engines through the traditional methods of branded link building just don't seem plausible anymore - at least, as I see it. Today, a business needs to spend as much time, if not more, focused on who their audience is than they do on the strategies they plan to employ on reaching that audience. In fact, how can a business adequately know "how" to reach their audience until they have spent the time identifying that audience? How can a business properly build content, assign the most powerful keywords, or a myriad of other necessary basics, until their target audience is thoroughly identified?
A very powerful dynamic happens when a business - any business - determines what their proper content should be based on their specific audience determination. Online "Branding" through integrating strategies from multiple sources is the key, here. It helps to bring into clear focus who a business is trying to reach - wherever that audience is looking to find them.
By the way, this is no simple task and will require an appropriate investment of time (and some money) in analyzing how the integration of emerging paradigms will work with, and accentuate, traditional methods of online branding and optimization. All parties involved, in-house and contracted, need to be in frequent discussion about their goals, directions and targeted audience. Those business owners / directors / managers who are unwilling to spend the necessary time in this discussion are likely not going to see much return on their investment.
Some businesses are so tired and frustrated that they are staying put, refusing to go along with the changes, choosing to stay with the "tried and true" methods they are familiar with and understand. Most of these are outdated tactics that simply don't work anymore, no matter how far one has buried their head in the sand to pretend things are "still good".
Now, certainly, the demand for SEO services remains healthy. However, it seems clear that those who are enjoying the best results are those who are integrating their marketing strategies. Most often this has been a merging of traditional SEO strategies with emerging (and, also, constantly changing) social media tools. In addition, those enjoying "Best Results" are pushing their "Brand" through several Media: Digital, Social, and Traditional. But, unfortunately, the coffers aren't unlimited and finding the right balance of "need" and "budget" can be especially difficult. But whatever the perceived obstacle, businesses do have to read the handwriting on the wall and realize that some online strategies, and accompanying priorities, need to be adjusted if a business is to remain competitive in the current marketplace.
The days of a business forcing their way onto Page 1 of search engines through the traditional methods of branded link building just don't seem plausible anymore - at least, as I see it. Today, a business needs to spend as much time, if not more, focused on who their audience is than they do on the strategies they plan to employ on reaching that audience. In fact, how can a business adequately know "how" to reach their audience until they have spent the time identifying that audience? How can a business properly build content, assign the most powerful keywords, or a myriad of other necessary basics, until their target audience is thoroughly identified?
A very powerful dynamic happens when a business - any business - determines what their proper content should be based on their specific audience determination. Online "Branding" through integrating strategies from multiple sources is the key, here. It helps to bring into clear focus who a business is trying to reach - wherever that audience is looking to find them.
By the way, this is no simple task and will require an appropriate investment of time (and some money) in analyzing how the integration of emerging paradigms will work with, and accentuate, traditional methods of online branding and optimization. All parties involved, in-house and contracted, need to be in frequent discussion about their goals, directions and targeted audience. Those business owners / directors / managers who are unwilling to spend the necessary time in this discussion are likely not going to see much return on their investment.
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