Tom Schmitz // Apr 11 2008
The title of this post is Search Engine Marketing Does Not Affect Your Business Model. If I went into a search marketing conference and proclaimed that Search Engine Marketing Does Not Affect Your Business Model I imagine that the conference organizers, the speakers and quite a few attendees would want to tar and feather me then run me out of town on a rail.
I don’t care and I’ll say it again, Search Engine Marketing Does Not Affect Your Business Model.
Search Engine Marketing Should Emulate Your Business Model.
What do I mean by Search Engine Marketing Should Emulate Your Business Model? Chances are good that your website and your larger Internet presence (You do have a larger Internet presence, don’t you?) does not match your company’s business model.
Most business websites are designed for one audience, the sales & conversion audience. These are your company’s prospects, leads and current clients. The website content for this audience typically consists of extended brochure content for products and services, basic customer support such as manuals
and some type of a Q&A process, plus information about your company. This focus is so pervasive that, as an SEO Analyst, when I recommend expanding website content the immediate reaction is to add additional sales pages.
Does this reflect accurately how your company operates in the physical world?
Okay, that’s enough, almost. Let me ask you two more questions.
I understand it is rather difficult to attend a conference or trade show online. The point is that your business is about more than sales.
Marketing a business online is no different than marketing a business offline. It requires enthusiastic interactive communication on multiple fronts.
How does this affect search engine marketing?
Search engine algorithms are designed to identify relevance, trust and authority. Trust and authority are measured using signals from other websites like links to your website. When you engage vigorously in building conversations on the Internet, on and off of your website, you dramatically
increase the opportunities for search engines to raise the level of trust and authority that they assign to your company’s website. That will increase your rankings across a variety of relevant search queries and, in turn, generate leads and sales.
That is why I say Search Engine Marketing Does Not Affect Your Business Model. I say it because Search Engine Marketing Should Emulate Your Business Model.