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SEO Pro and Cons

SEO Pro and Cons

All Internet marketers talk a lot about growing the top of the funnel by getting as much traffic as possible to your website. So, how do you fill the top of your funnel so it’s inundated? Time and again, SEO and social media take the marketing cake. However, for marketers with limited time and money, SEO and social media often become competing priorities. I mean, it’s not like you necessarily have all the resources in the world to throw your full weight behind SEO and social media. And one thing is for sure, it’s better to do one thing very well than two things poorly.

So, what gets sacrificed SEO or social media, if you only have the time to dedicate resources to one or the other? Which is the biggest lever you can pull? Will SEO have a stronger impact on building the top of your marketing funnel, or is social media the place to spend your time for maximum results? In this article we will look at SEO and ina second article we will look more closely at social media This will allow us to look at what SEO and social media are good for, where they fall short, and let you determine which tactic is right for you!

Here are some Advantages for SEO

  • Constant content creation is inherent to good SEO. If you do little else with your SEO other than blog utilizing keywords important to your business, you’ll see significant gains! Granted, not as many as you could see if you had a full-time SEO professional working on your business; but you would get some serious lift. So if you’re dedicating time to SEO, you’re probably creating content that is also feeding your other marketing efforts. For example; email marketing, lead generation, and social media.

  • SEO content is the gift that keeps on giving. When you create a web page, it’s indexed in search engines and will return as a result in the search engine results pages (SERPs) for years to come. So if you write, say, a blog post especially if it’s content that remains relevant for a long time, your few hours of effort writing and optimizing that content can continue to drive traffic and leads for years. That’s some pretty good ROI.

  • Investing in SEO means you’re probably optimizing for long-tail search. Long-tail search is just what it sounds like a search term that is long, usually containing three or more terms. And the longer a keyword is, the more specific it gets. Think about the difference between the search term, “marketing,” and “marketing analytics consultants in Orlando.” That second search term tells us that the searcher is looking for three things: consultants, who specialize in marketing analytics, and who are located in Orlando. That’s way more information than a short-tail keyword, and it drives extremely targeted traffic to your website that you can then convert with very targeted offers based on the searcher’s requirement, their stage in the sales cycle. Plus, long-tail keywords are far less competitive than their short-tail brethren, and can yield fast traffic for your website.

  • Part of a well-rounded SEO program is generating inbound links, and one of the best white-hat ways to get inbound links is by offering your services as a guest blogger. What’s so great about this is that not only do you get inbound links, but you form strong relationships with more popular sites in your industry! In as much as your website gains clout, so do you!

  • If you’re a local business with a brick-and-mortar location, you can capitalize on the growth of the mobile market with SEO. Mobile searchers are typically out and about when searching for information about your business. That also means they’re closer to the point of purchase. Focusing on local SEO ensures you’re the first business a lead sees when they’re looking for, say, the dry cleaner, or an inexpensive place to go for dinner in their zip code.

Here are some of the Disadvantages for SEO

  • All that excellent content creation that is the basis of strong SEO is also a disadvantage for some marketers because consistently creating top-notch content takes a lot of time. SEO is no longer as simple as peppering keywords all over your web page and in your meta data. And if you’re seriously crunched for resources, the content creation required to maintain a sustained SEO program can be overwhelming.

  • While constant quality content creation as an SEO strategy will help, but, it will only get you so far. There are still some things that are a little out of your reach unless you consider yourself well versed in technical SEO you know, 301 redirects, site structure, site hosting, 404 configuration. If that sounds like SEO gobbledygook, even the most steadfast on and off-page SEO campaigns reach a limit. Another example, if you’re working on a legacy technical issue, you may not see any results because web crawlers can’t read your site. You could be suffering from duplicate content you didn’t know about, or some other issue that prevents your site from really dropping in the rankings.

  • You know, there are search engines out there other than Google. Most marketers wisely spend most of their time optimizing for organic search on Google, but, keep in mind there are plenty of other search engines like Bing and Yahoo! as well as smaller, niche search engines that keep cropping up every day. This means there are different sets of rules to follow for each one, making a comprehensive SEO strategy just a little more difficult.

  • While on-page SEO is important, off-page SEO has a bigger impact. And by off-page SEO, we chiefly mean generating inbound links. The problem is, it’s way harder to get quality inbound links than it is to practice on-page optimization. So while you can work really hard to optimize every single web page, you still have to rely on other high authority sites to link to you, use proper anchor text, and not split the result of that link by linking to several other sites. Unfortunately, that’s extremely hard o control.

  • Anyone who has been around for a few years remember the great Google SSL encryption of 2011 or the Penguin change in 2012? The change in 2011 made it so that Google no longer passed referral data for logged in users when those users clicked on a search result. As a result, marketers lost serious insight into a chunk of their organic traffic. Google said it would only adversely impact <10% of searches.

  • While you may be performing well with the SERPs today, if you don’t consistently put forth effort to create optimized content and generate inbound links, your ranking can slip and your time effort goes out the window! SEO is something that must be performed on almost a daily basis!

Stay tuned for the next article on the Pros and Con of Social Media!



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