Is SEO Going The Way Of The Dodo Or Is It More Like The Phoenix?

If you are using the internet to search for information then you will probably use a search engine, such as Google or Yahoo. The beauty of a search engine is that you can be as specific or vague about the information you Prasad Pillairequire and it will give you results. As a user this is very useful as it will give you hundreds of pages of potential sites. From a business point of view this is very bad. If, for example, you are running a small bicycle repair website, your website may be ranked 500th on a list. Most users only look at the first two or three pages of search results and you are probably on page 74.

Search Engine Optimisation (SEO), is part of a set of tools grouped under the term Search Engine Marketing (SEM). SEM can help move your website up the page rankings, but an integral part of SEM is SEO and it is the future of this that we will be looking at here today.

There is talk that SEO is a dying methodology:

If you want to rank high on Google, build a good site and market it the best you know how. Just don’t expect SEO to be the answer to your traffic-related prayers because, increasingly, it won’t be.

But I would tend to disagree, the problem is that there are a lot of people out there who understand the principles of SEO but do not know how to deploy it in their website content. SEO can boost average content up the rankings by effective keyword density. But when people talk about Google being worried by users being ˜underwhelmed with their search results”, this is not Google acting in the best interest of a streamlined globally available knowledge base but Google trying to protect its self-image.

Old School SEO

To understand why this is happening, how this is happening and what we can do about it, we need to understand the origins of SEO. Early search engine algorithms indexed search results using a keyword principle. Going back to our previous example, in the early days of search engines your search for ‘bicycle repair’ would display webpages that have the word ‘bicycle’ and ‘repair’ in their webpage meta tags. Furthermore, it would rank the pages by the number of times those words appeared on that webpage.

White Hat SEO

White Hat SEO

Like the hacker term, white hat means ethical. So a white hat search engine optimiser will populate their meta tags with enough keywords to give the page a decent ranking while still being true to the content.

Black Hat SEO

Inversely, a black hat optimiser will flood their meta tags and page with every keyword they can think of, even if it is unrelated to the theme of the site, in order to improve their rankings.

This is probably why people developed a bad taste for SEO. Because it is easy to manipulate, it has an underhanded hue about it.

Google

In 1998, Google appeared on the internet and was an instant success. Google is not a fan of having their search and indexing algorithms manipulated so employ other factors into their indexing. This countered some of the more aggressive SEO techniques and resulted in users having better access to more relevant content. Google also looks at links, the site map of the website, pictures and videos used etc. etc. Google also offer paid services to allow companies to advertise their site or push their site up the rankings.

The end of SEO?

With Google being the weapon of choice for more than half the web searches done, globally, and Google’s abhorrence to SEO, an opinion which they neatly double underlined in 2013, when they stopped publishing data on keyword popularity. After this, web marketing operators and analysts hinted that this may be the final nail in the coffin for keyword based optimisation. This, however, is simply not the case.

Content Is King

In the beginning, SEO was a way of increasing your page ranking by effective use of meta tags, and for a while this was good. Then Google threw a spanner in the works, introduced a whole new set of web marketing tools and began to beat SEO with the wet end.

Google’s defence is that users should be provided with quality content and not manipulated onto websites which are either poorly conceived but expertly marketed or purely exist for malicious purposes. So SEO needs to evolve, if Google wants content to be king, and let’s face it, if Google is God, then that is where SEO needs to go.

The SEO Phoenix

The current market for SEO related material is for short articles about specific content that has specific keywords in it, the same old SEO we know. But the focus has shifted from keyword stuffed titles and content to the production of actual articles. Instead of writing SEO off as extinct, we should be looking to the future.

Google has been pushing for this for a few years, that is why it surprised me when I came here in January to see that Etsy is using the “Search Engine Manipulation” model of SEO, which Google hates. That is why I am VERY Careful how I list, and title my items, I try to balance the two with leaning a bit more toward Google. (discussion board post: https://www.etsy.com/in-en/teams/7718/questions/discuss/14919048/page/2?post_id=232445881)

From the ashes of failed keyword stuffed articles comes an opportunity for SEO companies and writers to apply tried and tested SEO strategies to a client’s existing content. Keywords are always going to be used by search engines. Instead of employing black hat techniques like Etsy’s spamdexing to counter sophisticated algorithms, SEO needs to evolve into a highly specialised writing craft, a craft where informed creative writing, by quality writers who know how to research a topic, is used to enhance a website’s content and therefore page ranking. As long as the web, as we know it, exists, keywords will continue to be relevant. SEO isn’t going anywhere, it is us, the optimisers who need to adapt in our approach to SEO to make it work for both the companies that employ us and the search engines that scrutinise our content.

Can A Specialist Digital Agency Help In Improving Your ROI

Asha Ravaliya, CFO, BC Web Wise

Asha Ravaliya, is CFO at BC Web Wise

In the new world of marketing, Return on Investment (ROI) has become a key performance indicator for marketing managers. The shift is towards a real-time approach to evaluate how well marketing strategy is working, and how and where money can be best spent. Ideas are still the foundation of creative strategy, but it today has to match the medium of advertising – and most importantly, deliver the goods.

BUDGETING FOR TRADITIONAL V/S DIGITAL ADVERTISING

Digital spends have started carving out a bigger chunk of the advertising pie.  But it is not just the incremental monies that are increasing. No longer do traditional/mainline ad agencies monopolize the client’s time on planning for a campaign. Most clients who have realized the digital opportunity involve their digital agencies right from the beginning of a launch/campaign. Joint meetings are held for the briefs, and thereon for shaping the entire campaign. And given the spread of digital work, often enough more time is spent in doing spadework together with the agency on all the digital touch points, and the customized communication that one needs for each.

SO CAN DIGITAL AGENCIES DELIVER BETTER

A specialist digital advertising firm thrives on digital business. Your business is critical to digital outfits, and as a result there is no choice but to be very responsible for delivering returns. Work with a digital arm of a large advertising agency, if you can treat the digital arm independent of how you treat the mainline. Expect a common spread sheet for budgeting, measuring deliverables, and you risk undermining the extent to which you can exploit digital power.

IT IS SIMPLE MATH

If your overall advertising spend has anything less than 10 per cent on digital, but natural that your full-service agency will be biased towards the medium that has the higher spends. Unwittingly digital work can get a step-motherly treatment, even if the top brasses of the network realize that digital is the next wave. This is simply because right here, right now, the team that’s working on your project has to act on the entire budget allocated to them. With campaign pressures, it would be very difficult to focus on deliverables from the smaller of the campaign elements, however critical it might have appeared at the start. Even you as a client, may allow digital to take a backseat since the agency is finally going to be measured with the total scores on the report card.

HOW CAN YOU HELP YOUR DIGITAL AGENCY TO DELIVER BETTER ROI

Considering that you have indeed allocated smaller of the budgets to a digital agency, the best way to help the one who is working for you is by giving them a better leverage on budgets by centralizing the work on all your brands with a single agency. So other than having better understanding of the digital medium, the need for the digital agency to deliver, bigger budgets that result due to centralization can give your agency better economies of scale, be it related to optimization of media budgets, dedicated resources on your account, investing in research, tools, etc. A single AOR for digital medium for all the brands can help securing the volume the agency will need, and will finally benefit you as the client. Clients can also get better rates having consolidated their business and assuring revenue to its digital agency, all finally resulting in better ROI.

DIGITAL AGENCIES WORK WITH SMALLER OVERHEADS

Mainline agencies that have been around for a longer time, and have managed to build layers of cost that add to their overheads. Moreover digital work is often outsourced by the larger agencies, and they do add their premium to the costs actually incurred. Digital agencies have largely emerged only in the last decade. Since budgets have always been smaller for digital work, specialist digital agencies have learnt to keep their costs in control, being wary of large sized conference rooms, work stations, walled cabins, limos for their top brass, and all the perks that may have come with it. A purchase manager while negotiating and justifying why he paid more for a mainline agency simply stated that it was fair because of the overheads they had, siting the office location, the size of their office, etc. Really, it is time to step back and take a look at the amount of investment that is going into addressing nice-to-haves that your brand might not be in a position to address today.

CREATE COMPETITION & BENEFIT WITH HARDER WORKING AGENCIES

By keeping two separate agencies for traditional medium and digital medium, you do keep both your agencies on their toes. Larger agencies are waiting to grab the digital business, and the smaller digital agencies just work harder to deliver and build client relationships and incremental allocations of budgets as well as keeping any competition at bay.

Your advertising rupee will really turn to be the investment it is meant to be, and not an expense that it often turns out as, if done with the 3Rs – Right medium, Right budget & Right partner

What All Is Included In Digital Marketing, This Image Has The Answers

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