Google has changed its algorithm to four (PPC) pay per click ad’s for some SERPs (Search Engine Results Page) back in February 2016. Some wondered at the time about the SEO impact. The result has been a reduction in available ad space by removing the right side ads. This has led to increased pay per click inflation rates. This has increased the urgency to rank for those that understand the business impacts.
The other day, I spoke with David Dalka of Fearless Revival about this issue. He stated, “With pay per click inflation on the rise, SEO matters more than ever. SEO can have profound positive cashflow effects over time. It is important that Chief Financial Officers and Chief Executive Officers need to understand these concepts to manage marketing effectively. They can then manage their marketing teams to the right success metrics.” David brings up a good point. Digital marketing channels have distinct business and P&L (Profit and Loss) impacts.
SEO will continue to matter in 2017. Some of the reasons it will be significant:
- Search unlike, social media, demonstrates superior relevant buyer intent. This is why search thrives as a demand capture mechanism. Despite many people not understanding this concept, relevancy will not change in 2017.
- Mobile phone and social media channels continue to fragment marketing channels. Google provides one of the few scalable channels available. This will not change in 2017.
- Certain social media channels are showing signs of lagging in growth. Twitter currently is the poster child for this. Social media channel fragmentation is likely to continue in 2017.
- Other social media platforms have storm clouds on the horizon. Facebook is pushing people’s older content to post as people are posting less (with more content just being reshared). With a focus on maximizing ad revenue, is Facebook being set up for a Myspace type of falloff event? Maybe, but it might be much later than 2017.
- Not being visible for unbranded search terms can lead to complete business failure. This classic article discusses this issue: “Effective Search Marketing Strategy Determines Fate of Organizations“
So yes, SEO will continue to matter in 2017. Google has been reinventing itself to provide relevant experiences on mobile phones. But, at the same time, management teams need to move away from using only technical SEO. They need SEO that focuses on the customer and brings relevant monetizable traffic. Web traffic that can be tracked on the P&L sheet. To do this, the role of the CMO needs to be reconsidered. Questions? Contact me to discuss.
Who is SEODamian?
Is your website reaching its full potential? If not let us help you out.
For 21 years we have been producing results – Traffic, Prospect Inquiries, Phone Calls to Your Office, and most importantly SALES for clients using the Internet – websites, and email.
Let us briefly discuss your vision and objectives to see if we can assist you. While our list of successes is long, one brief example might wet your appetite – we grew the Internet side of one retailer from 2 orders a month to $1 million a month in online orders using search engine optimization, and email marketing in just 13 months.
We have a variety of ideas on how to optimize your business’ site for more traffic. But traffic alone is a waste of bits. We will gear your traffic towards results and profit.
We can offer solutions that range from simple (a quick phone conversation, where I will gladly share for the high price of a smiling voice) to consultative (let us get together for a lunch and a small fee to let you pick my brain of 21 years of web marketing experience) to structured (there are a variety of models).
Your Goals and Your Objectives determine the approach we can take to best work with you. Some of the custom approaches that have increased profits for our clients in the past are:
- Monthly rate
- Pay per visitor
- Fee per Phone call,
- Fee per Email
- Fee per Form filled out
- Percentage of sales
- Flat fee for services
- Mix and match of the above approaches
- Custom Solution Specific to Your Business Situation and Needs.
Rather then point you to a fancy website with a lot of fluff, or a 20 page whitepaper, we ask you to call us and cut through the jargon and speak on your terms. The biggest reason, we are not sure what your true objective is, so we currently have no idea what solution makes sense for you. So we will ask you to trust us this far – call us at (312)554-5009. Let us have a no pressure conversation where we get to learn your needs, we will share some tips and ideas. Then let us see if we can work in partnership to let you meet your objectives.
Another reason we don’t have a fancy website, to be brutally honest; we would rather put the effort into marketing your business rather than our’s.
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