We've all heard of SEO, right? If you have not its search engine optimisation. It's the process, which has become more creative over the years, of effecting rankings for sites in search engines for any number of keywords.
It's the process is simple, but with literally a million and one other factors involved, it can be quite a tricky and tiresome process.
A lot of companies (who can afford it) are hiring in house SEOs to continually update their site with fresh new content and create awareness around the Internet for their product. But if you've heard of SEO before, this is not it. Right?
No it's not.. SEO is traditionally building links, researching keywords and changing items on a website such as titles and descriptions in the hope that a site will appear higher in search results. This is where I come in..
Over the last year SEO has shifted from the above (titles, links etc) to a more broad term 'online strategy'. Online strategy is similar to that of SEO and takes a lot of characteristics from SEO, but is not 1.1 or 1.2 of SEO it is version 2. So much has changed over the last few months that strategists need to take on board many other factors to be able to affect rankings in search engines.
More often than not it's not necessarily search engines that are the primary targets. With so many other sources out there such as the social platforms like Twitter and Facebook, online strategy is reaching out to all of these platforms as part of the overall process.
Strategists are also becoming more creative. They need to start considering the bigger picture and the brand itself. Long gone are the days of creating a link in a directory and seeing your rankings boosted by 100 visits per month. Nowadays people need to be clever and find the opportunities that really make sense and drive the right type of traffic that the client needs.
Reaching and dipping into different platforms is always good. If it were up to me, social would be last on my list unless there are dedicated resources for a social media consultant or even an intern who has some social media experience because social media is the biggest time drain online that there can be.
For what social media is, it can be very beneficial in terms of sourcing information. If you're looking to make extra money in terms of sales, or conversions, you can forget it. You might as well go straight over to Google Ad Words and punch the money into PPC. (This is a great way to get going)
Overall it's a great thing that online is changing. Nothing ever stays the same for too long otherwise things will stagnate and the next competitor will come along and oust them within days. This is why it is important to employ someone who knows Online Strategies inside and out and can put together a bespoke Online Strategy that will give success. Long gone are the days of outsourcing to India as ALL the work they do is ineffective and often counterproductive.
Dan Whitehouse is a writer for Dannywhitehouse.com http://www.dannywhitehouse.com
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