“I want it now!” Ugh, Veruca Salt, she was a rotten egg if I ever observed one (fact or fictional). Are you being a brat in regard to online marketing traction? Be truthful. I will. I don’t need a direct quote from my mom to tell readers I’ve had a history of being a little bratty. I was an only child; give me some understanding. As I matured, I’ve come to (most of the time) understand, patience is a virtue…both off and online.
If you’re reading this, it’s likely online marketing strikes your fancy. What brand (startup, mid-size, gargantuan) doesn’t want to make it big…STAT? (Did you know the medical term, STAT, stands for sooner than immediately? I used to teach writing and English). It’s taken some advice from industry sources to help me stay patient. You better watch your speed too!
Know what else I really didn’t like doing as a younger man? Listening to my elders. Hey, what can I say? I was a brat; such actions come with the appellation. Dr. Pete of SEOmoz gave fatherly advice yesterday to new people on the search optimization scene.
It’s all great advice, especially the notion of “doing something.” If you’re being bratty, I’ll assume you’re doing something; but, maybe it’s not enough. Perhaps you’re spending too much time in your own brand’s chocolate factory. Get out some more. Have you thought about influencer marketing? Eric Enge thinks you should (Don’t lend him a bratty ear either; his insight will only help you.)
Patience, doing things the slow/steady way, and making influential connections, helped one modern-day artist flourish. I came across a WSJ article today, featuring a German artist, Gerhard Richter. Richter did some paintings in the 1980s. He waited. He waited some more. He saw no traction. Not one, single painting sold. (Admittedly, I’d get a little bratty, Gerhard.) Let’s fast forward to modern times, where the tenacious artist sold one portrait for $16.5 million. The WSJ’s Kelly Crow recognizes, “Few people can pinpoint the moment when an artist becomes iconic in the way of Pablo Picasso or Andy Warhol, but right now the art world is trying to anoint Mr. Richter.”
Read the WSJ article. Mr. Richter’s career is a testament of patience. He was ‘kind of a big deal’ in Germany, but as the article showcases, the real turning point in his career did not come until 1995. I know; Anthony, my company can’t wait decades to make it big. I understand. Don’t take the notion literally; what I wanted to bring to light was the patience-leading-to-possible-domino-effect phenomenon.
Let’s revisit Dr. Pete’s advice. He says do something then talk (or as I would like to think about it – then be worthy of conversation). Do you want it now!? Well, take it from a bona fide brat; such impatient yearnings are going to get your brand into trouble, take influence on your reputation, and have many (consumer and cohorts included) weighing and measuring your company. Guess what happens to bratty, rotten eggs?
Disclaimer: This is elementary knowledge, purposed for beginners and optimization shoppers, not industry cohorts though industry contributions in comments would augment the information.
What do you know about “Joe” the SEO? Did you know (of late) many specialists find the label misleading or not representative of offered services?
Get a better understanding of services and objectives of online marketing before opening your brand’s ad wallet. I saw a post today on Search Engine Guide. The author illustrates what SEOs really do. SEO initiatives are not mysterious or magical; misunderstanding is facilitated by a wealth of misrepresentative literature. The frustration on both ends is unfortunate yet understandable. Let’s consider some mentions and elaborate to give readers a better understanding of the industry and some practical expectations.
SEOs don’t spam keywords…
No, we don’t. Such a notion is referred to as stuffing. What we do is place keywords and phrases into content, making it more recognizable by engines. Technical SEO addresses search engine needs but overall professionals engineer content for consumers, not algorithms. In fact, these days LSI or latent semantic indexing is favored. Basically, engines are getting smarter, realizing the ‘ambiance’ of the page rather than searching for ‘key’ words and phrases. The process makes for a better (human) read and experience.
SEOs don’t sell your goods and products…
We are marketers and not the engineers of products and services. We can’t effectively market a lousy product or service; the best SEO in the world wouldn’t be a whole lot of help to an ill-producing brand. We’re responsible for the quality of marketing and not that of your services and products; the latter job will always be yours. Consider some hidden factors in achieving online goals. What we can do is provide insight on how to better engage customers to your brand, which naturally predates selling.
SEOs don’t drive traffic…
There was a very enlightening post done recently on two important SEO metrics. The author elucidates the non-intuitive dynamic between Web traffic and conversions. What’s better than high Web traffic? The answer is more conversions. How can a brand address conversions? It’s done through focusing on target markets, the users.
SEOs don’t build links…
Well, link building (read interview with SEO guru Rand Fishkin) is a part of SEO but the author was getting at the end goal of link building, which is building relationships. Your attraction toward SEO is understood. Millions of people leverage the Web, recruiting goods and services; your brand wants to enjoy healthy revenue streams from online properties. SEOs help build links, which for one, help SEs better rank your site; yet, as we see above, that’s not the ultimate recipe; user engagement makes for delicious online marketing. Think about it. What’s better? Having browsers find your brand through SE searches or having browsers come directly to your brand for a need? SEOs help with the former but we concentrate on the ultimate, bigger picture, building relationships with customers.
There is SEO value in guest blogging. Guest blogging deals with networking with other bloggers, which grows relationships and increases website traffic to your Blog. There are 2 ways of guest blogging. Guest blogging on someone else’s blog includes writing a guest comment / post on their page. Guest blogging on your own blog is when someone contacts you to have a post published on your blog.
Essentially, it’s a win-win situation in which both parties comment on each other’s discussions which enriching the content with replies and has a snowball effect in drawing the attention of a larger audience to your blog.
The search engine optimization value derives from increased traffic, higher conversion rates on your website, and increasing the amount of unique visitors. Also, if you’re linking back to your blog on a highly reputable one, the quality of inbound links gains a higher score on the search algorithms.
How to guest blog?
Scan the blogosphere for relevant blogs that pertain to your area of expertise, your industry, products and services, and so on. Most blogs will allow the opportunity to post a comment or response directly. Contacting the writer is helpful in that way you can reach out and connect with the writer directly. From there it’s bunch of posting on each other’s blogs to enrich the content and quality.