As the Internet grows, Search Engine Optimization has become of increasing importance to marketting executives, the technologically savvy and Internauts. Without enough hits, no website or blog can survive, as it must create potential clients by exposing them to a given product.
The King of the search engine, or soon-to-be empire otherwise known as Google, provides a lengthy instructional guide about how to title, tag, and structure websites so as to direct traffic toward them. Focus, clarity, transparency and easy access are of utmost importance. "Breadcrumb navigation," for example, is a row of internal links at the bottom of a page that allows users to quickly navigate back and forth within a site. This is one mechanism that can prevent a website from becoming a labrynth of no return.
Blogger Adam Singer of "The Future Buzz" emphasizes the importance of fluency in SEO functionality to successful social media marketting. He believes that even with all the buzz about social media, digital marketting hasn't changed all that much. There are just more people to be connected, and that requires the proper technology. He argues that discussing marketting and PR without first tackling SEO is putting the cart before the horse.
Patrick Gavin, in his Search Optimization Engine blog, describes a new kind of SEO he and a group of technologists have developed for small businesses. "DIYSEO" allows businesses with smaller budgets to gain "better exposure in organic search." The search engine is in fact a kind of marketting device in and of itself, as it will determine how many people are directed toward a website and, thus, create future clientele.
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I found Singer's blog pretty interesting as well, especially on the point you highlighted about social media sites not really changing the marketing itself all that much.
ReplyDeleteIt seems social media like Facebook, Twitter, etc. don't really change industry itself all that much. If you want a product or want to learn more about a company, then you don't usually go to Facebook, in my opinion. Rather, you might stumble on it on Facebook and then end up going to the company's Web site to find out what you really want to know, because that Web site probably holds a lot more information and services than Facebook could.
Really, social media is probably just a means of quick reference or another avenue to find your way to a company's official Web site.
Gavin's blog says some really interesting things about how the sausage is made in terms of dev databases and releasing sites into live results. I think it's interesting that you make a similar point about advertising/marketing that I make about design - principles don't seem to change much over media. It's the quirks and tools through which you practice the principles that are re-invented anew.
ReplyDeleteWow, everyone seems to have mentioned Patrick Gavin's blog. I think its interesting how much SEO has actually become a business, and one that Mr. Gavin seems to have been able to cash in on. Advertisers and marketers certainly need to utilize SEO, but in a downsized media market it's very marketable if individuals can take over this aspect. I think you're completely right here, writers need to write in a way that is aware of SEO and utilize it in their writing.
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