Although the title of the 81st edition of LumeaSEOPPC was “How to become a SEO specialist?” I did not talk only about SEO. My presentation was about how you can become a better Marketer. At the end of this article I will reveal my recipe towards success! Yes, there is one and I have found it :).
SEO is like teenage SEX
Everyone talks about it, no one really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.
SEO is still an unknown field that is hard to understand by many people, but we know for sure that SEO has changed and evolved a lot in the last few years. I cannot be anything but happy about these changes because all the outdated strategies and “shortcuts” that used to work at some point, are now forgotten.
We are nearing the end of 2013 and as you may know, in the past two years there have been many changes done to the Google algorithms. All these changes push us to become better marketers, to be smarter and to overcome our limits. I’ve heard many talks and conspiracy theories about Google and there is no point in discussing them now. The problem is not Google or the algorithms, which want to offer us better results for our searches but the approach method in which SEO is made.
SEO represents a marketing strategy for an online business. Every website, no matter the field, needs visibility in search engines, it needs to be correctly indexed and easy to find by potential clients. According to statcounter.com, Google has in Romania approximately 98% marketshare, therefore we must not neglect this promoting channel.
Things evolve rapidly these days and we must be up to date with all that it is happening and try to be one step ahead of our competitors and, why not, predict other surprises from Google.
What is the role of a website?
To make money, whether it is a B2B or B2C, it must produce money. How can it make that? Through different online marketing strategies. Can a business be profitable if it focuses on only one promoting channel? Yes, it can! But why not take advantage of the others? A business also needs SEO, PPC, Social Media, Digital PR, Content Marketing, Analytics and so on. The best marketing is a mix between multiple disciplines.
Today there are multiple types of online marketing: Agile Marketing, Search Engine Marketing, Inbound Marketing, Digital Marketing, Content Marketing, Affiliate Marketing and many more. We specialize in online marketing but this doesn’t mean we can’t use or combine ideas and strategies from other types of marketing. Every type of marketing has its particularities and from each we can “steal” ideas in order to better promote an online business.
I am a big fan of Agile Marketing and Inbound Marketing. Why Agile Marketing? Because we live in a world where the change is NOW and we must be able to react, in real time, to everything that is happening. Now every action that we take is concentrating on the final client that is more exigent with every day that passes. Agile Marketing puts things in motion a lot faster than any type of marketing.
Why Inbound Marketing? Because through Inbound Marketing you can use advertising methods that are not that expensive. Among them are: SEO, Social Media, blogs and every type of content marketing, whether is an eBook, case study, an whitepaper or even a newsletter. These are one of the best methods to attract free traffic to your websites. Through Inbound Marketing you can attract new clients, you can convert them and keep them over time.
The best examples are Hubsport and Moz, reference points in the industry that proudly support the Inbound. Brian Halligan and Darmesh Shah are the parents of Inbound Marketing and Rand Fishkin is the one who has evangelized this concept and, to be honest, he did a great job with Moz.
On the other hand, unlike Inbound Marketing, Outbound Marketing needs bigger budgets. TV/Radio Commercials, flyers, banners, they are all paid. If we cut the budgets, the commercials also stop, while all the content remains on the website for years and you can benefit from it for a very long time
What does SEO really mean?
Link building? Article writing? Keyword researching? Analyzing the competition?
Even though SEO has a reputation problem this does not mean that SEO is not working. In the long run, SEO is one of the best marketing channels that can attract huge quantities of traffic. You can think of SEO as of an ecosystem in which every discipline is tightly related to the others. By disciplines I`m refering to the technical part of SEO: content, word analysis, competition analysis, website (design/UI/UX), link building, PR, analytics, reputation management, social media and others.
For example, for a website to be liked by its users it must have a lovely design, to be easy to use and to have unique content. The content is the one that attracts people on websites, because we are big content consumers. You have websites or blogs that you read periodically, right? What would happen if those websites would not offer anymore the content that you need? You would surely not be reading them anymore.
There were 5 exabytes of information created between the dawn of civilization through 2003 but that much information is now created every two days and the pace is increasing. – Eric Schmidt
The content is highly related to link building, PR, Social Media, lead generation, email, reputation management and others. Can we make SEO without content? No, we can’t because we would not have anything to optimize. We need keywords to introduce in websites in order to be found in searches.
After we’ve attracted traffic on out sites, using different strategies, we must think of other methods to convert and loyalize that traffic. For this we need Analytics, optimizing for the conversion rate, A/B or multivariate testing, email, surveys and others.
See how they all bind together?
Procesul de SEO nu consta doar in a optimiza un site onpage. Trebuie mers in mai multe directii. SEO a suferit transformari majore in ultimii ani si devine din ce in ce mai activ si trebuie sa evolueze. Google a taiat deja accesul la cuvintele din Google Analytics. In curand vom vedea 100% not provided. Descoperirea cuvintelor cheie era un proces pasiv, Google ne oferea toate informatiile de care aveam nevoie dar acum trebuie sa descoperim alte surse.
La fel s-a intamplat si cu link buildingul. De indata ce a fost introdus Penguin, Disavow tools, toata lumea s-a impacientat foarte mult. In astfel de cazuri nu trebuie sa va impacientati pentru ca veti lua decizii gresite. Trebuie analizata situatia foarte bine si intocmit un plan de actiuni pe care sa il respectati cu strictete. Toate datele din Google Analytics, Google Webmaster Tools trebuie corelate pentru a trage concluzii cat mai bune.
Today we cannot say that we make SEO or online marketing if we don’t use tools. There are tools for every discipline. We are in the Bid Data era where we need to process and analyze as much data as possible, whether there are links, competitors, data traffic, social media, we have to make tests. We need tools to make our job easier and not draw hasty conclusions.
We need to be very informed because there are many changes that appear and we must know how to treat them. There are many excellent information sources on the web that have the advantage that are free. They are at our disposal to learn, to find new ideas and opinions. But be careful with SEO because there are many sources that can lead you on the wrong path .
Online the best method to learn is to make test every area. I was saying at the beginning of the article that I will show you a simple way to learn as much as possible. Unfortunately there is no such way but I can tell you what helped me: passion.
This edition we had presentations from Anabela Grip from AdLemonade and Mihai Aperghis from Vertify. Their presentations are on the LumeaSEOPPC website. Also there you can find photos from the event.