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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