From the course: Danny Sullivan on SEO
Connected SEO
- Your SEO efforts don't exist in a vacuum. They are just one of many kinds of marketing activities that you should be doing and unfortunately, a common mistake is that people may assume SEO is all they need to do. Sometimes they've had accidental success with it. They've put up a website, most of their traffic comes in off of search engines. They're doing well and they think we're great. And then something happens. Either they haven't kept up with some important SEO change, perhaps they didn't realize that there was a shift to favoring mobile content, or maybe they've gone too far and gone into the wrong things that they should be doing and actually done some spamming and found themselves penalized in the search engine, or maybe the search engines have just changed how they're ranking content overall for some reason. But the SEO bottom drops out from under them. They put all the eggs into the SEO basket and now they've all cracked and they don't quite know what to do, and they don't have other things that have fallen back onto. So, SEO is part of all the things that you should be doing, which can include things like paid search, social media activity, content marketing as well as your traditional marketing. Not only should it be part of a whole mixture of things you're doing, but it should be integrated into those things that you're doing, so that if you're running television commercials, you should be thinking about the kind of message you're putting out. If it's a catch phrase or if it's a special call to action, if somebody goes into a search engine and then conducts those sorts of things, do they actually find your content? Did you prep things ahead of time before you spent all that money to ensure that if somebody goes into a search engine, you're actually going to show up. That's something you need to take into account. You may even want to be taking into account things such as product names. Are they unique enough so that when someone does a search on a search engine, they really do stand out, or that they don't make use of special characters that maybe the search engines can't even understand. There's no one correct answer to exactly how you integrate SEO, but it is something you need to have thought of as part of the overall marketing plans that you're doing.
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