Friday, August 03, 2012

Search Engine Optimization Integration


As the digital ecosystem matures, certain digital channels are “maturing” while others are emerging and growing. Given SEO’s relative maturity in the ecosystem, some would say that SEO has become less important compared to social media or even display advertising. However, the key to prolonging SEO’s relevance and importance appears to be integrating SEO across multiple digital channels.

Integrating website visits with Twitter links and Facebook posts provides a better picture of a customer’s movement along the digital channels. The difficulty, however, continues to be true attribution. For instance, people rarely click through Twitter to purchase – though they may click through to browse and purchase later.

An additional twist to EO is that it is continually changing as Google and Bing continue to change their formulas. This way, people are not able to figure out the algorithms and take advantage of them. Interestingly enough, Fishkin, a search marketing guru disclosed that he’s switched to Bing as his default search engine at home, saying that 80% of searches are the same as Google and Bing has an added plus of linking better to social networks.

As SEO integrates with other channels, its relevance may not diminish but grow instead, which is good news to SEO companies.





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