Image courtesy of Wikimedia Commons
It’s always been clear that SEO is not enough. No matter how highly you rank for your target keywords, if people don’t do what you want them to do (i.e. buy something, join your mailing list, or share a link) then your site has failed.
With Google’s recent Farmer update, it’s become especially clear that SEO is an ever-changing avenue. Search engine results fluctuate, competitors change their tactics, and in the end there are no guarantees.
But why would we expect guarantees from the internet?
Ever since people starting selling things, businesses have had to rely on multiple ways of getting their message out. First it was mainly word-of-mouth. Then we came out with printed catalogs, and later TV and radio ads.
There are postcards, bumper stickers, billboards, giveaways bombarding us with ads from every direction. And we still have all those things, plus a whole host of other tactics brought about by the advent of the internet.
So why would we think just one tactic would guarantee ongoing success?
Even SEO companies refuse to rely on SEO alone. SEOmoz, a major provider of SEO software and resources, reports only about a third of their traffic comes from organic search results.
And don’t forget, your website is not the only place you can engage your customers. Neither is the internet. Old-fashioned techniques like hanging a banner and encouraging word-of-mouth referrals still work well.
Whatever tactics you choose, if you put your target audience’s needs first, you’re likely to succeed in all aspects of business, including SEO. From the same SEOmoz article, author Rand Fiskin writes,
“In order to win at SEO, we’re going to need to win at ALL of inbound marketing, and luckily, the side effects are incredibly beneficial, too.”
About The Author
Elaine Shannon is a web designer and small business owner from Texas. She started out as a graphic designer, taught herself how to make websites, started Alamo Websites with the help of Cricket’s SEO classes, and now enjoys being a mentor at the V7N forums. She believes anyone can learn to be successful on the web — it just takes time, practice, and some good advice.