The rules of the online marketing game seem to be ever-changing, due in part to the constant evolution of marketing strategies and techniques that undergo revisions and refinement on a regular basis. One tried and true method for attracting site traffic and increasing the visibility of your landing pages and websites has been to follow the “rules” of search engine optimization, but you may find yourself wondering what to do when SEO alone isn’t enough.
SEO started out as appropriately placed keywords and a call-to-action, then it progressed to tags and headers, above or below the fold debates, the inclusion of descriptive tags for images and videos, and the quantity and quality of your website’s backlinks. Search engine optimization now includes plenty of other on-page and off-page options, and also places more of an emphasis on high quality, original content. There really is no simple answer to the question of what to do when SEO alone isn’t enough, but there are plenty of strategies you can apply to your online marketing efforts to get the exposure you need to increase your traffic, improve your lead generation abilities, get higher conversion rates, and ultimately boost your ROI and bottom line.
One of the biggest players in the online marketing game these days is social media, which includes more than just a Facebook page, Twitter feed, or LinkedIn profile. The social media world has expanded to include blogging, Instagram, Pinterest, FourSquare, Google+, and many other easy-to-share online resources. With the click of a button, site visitors can spread the word across several different networks and gain instant visibility for otherwise obscure content. Those social media networks and sharing platforms that have a visual foundation, like Pinterest, work extremely well because it is a sad-but-true fact that the average attention span of a “veteran” web surfer is measured in single digit seconds, and few of those, at that. The attention of visitors must be captured and engaged within the first few seconds if you want them to progress farther into your marketing funnel and eventually come out on the other side as a qualified lead or paying customer.
Another tactic to employ when you are asking yourself what to do when SEO alone isn’t enough is to make sure your content is truly out of this world. Site visitors don’t want to see content that has been regurgitated from elsewhere on the Internet, because they’ve obviously moved on and are looking for something that packs a punch. While the adage “content is king” has been bandied about the Internet to the point of redundancy, the saying should be revamped to state that “high quality, original content is king.” The more fresh and unique your content, the more it will appeal to the web surfers who have seen it all.
When it is time to put into practice the strategies that can move your online marketing efforts into a new, and more profitable, realm, there is plenty you can do without scratching your head over what to do when SEO alone isn’t enough. In reality, you should consider SEO to be a companion to the abundant options available for giving your marketing campaigns a facelift. While SEO is essential, it is not the end-all, be-all for the success or failure of your online presence. Making it work well consists of nothing more than making it work at all, and that simply means putting into practice as many marketing tools as possible, in a way that flows smoothly toward your marketing goals.
Jason Ohrum is the President of JAZ Design Company, Inc. which has been in business since 1999. When he is not growing JAZ Design and his client’s businesses he enjoys skiing, wake boarding and wake surfing. You can find him on
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