Just Thinking: SEO or S-E-SHMO?

Just Thinking: SEO or S-E-SHMO? The Blind Leading The Blind.

June 11, 2010 in General - Viewed 135 times.

Now, let me preface this entry by letting you know this is a little tongue and cheek – and I am not a SEO expert.

I received a phone call a few months back from someone who does consider themselves an expert in search engine optimization – he let me know that for only $30,000 he could EASILY improve my sales, revenue, and make all of my wildest dreams come true. Our conversation started by him belittling the search-ability and page rank of my personal website. He told me about how my company is simply “buried”, and it would be “an intelligent business move” to invest in SEO to take my business “to the next level”.

… I let him speak, held back my true feelings, and we parted ways.

After reflecting on what he said, I only found myself disappointed… NOT so much by my page rank, but rather this salesman’s shallow thinking… and how wrong he was. Business has been great, and is steadily improving. I’d hardly consider myself hidden or “buried”.

Here are some things to think about the next time you, a friend, or a salesman approaches you on the “importance” of extreme SEO work:

SEO should be considered a luxury… not a necessity.

A good majority of the largest companies today were created in times where there was no such thing as a search engine. They relied on strategic marketing techniques to get the word out and gather new clients. For some reason, individuals like the man mentioned above are successfully scaring website owners into thinking that without investing thousands in SEO work – you will fail. It’s simply not true. If it were, thousands of companies would collapse immediately.

SEO should not be a marketing crutch.

I’ve seen clients, friends, enemies, and others spend thousands, even hundreds of thousands of dollars on SEO… I consider the majority of those dollars wasted. My belief is that people need to think outside Google-standardized algorithms and come up with unique marketing techniques to reach the people they’re hoping to reach. I find most financial investments in SEO questionable, as SEO itself is built on an unstable scaffolding that may soon be replaced by contextual searching and newer concepts. Don’t throw excessive amounts of money at these SEO professionals. Instead, keep that money and brainstorm unique marketing techniques to improve your business. Old school tactics still work today.

Determine the importance of SEO for your company.

Now, don’t get me wrong… search engine visibility is important. People rely on the internet for maps, directions, phone numbers, and more. That stuff can be entered into a search engine at no cost, and with only a few minutes of time. It is important, however, to determine how relevant SEO work is to your company – and whether or not you even need it. Personally, I believe the majority of us don’t. The only people that NEED a #1 ranking on Google are those that promise #1 rankings. Enhance your visibility through social networking, blogs, fresh content, and other free easy-to-implement techniques. Please… do NOT go spend 80k on SEO each year.

Think about the BIG picture.

Challenge the purpose, importance, and concept of SEO. Think about it. Search engines came up with this concept – now, they manage the standardization and compliance of SEO work, AND they take a chunk of the revenue generated by those who offer compliance testing and SEO services. This generates millions of dollars every day… people make their living off of this type of work. But… why? Can we not see how much technology changes every day? Will SEO even be around in a few years? Experts question this. Keyword searching (you know, the stuff people are investing thousands in every day) is likely to be replaced by contextual search methods and new means of content “tagging”. Well, doesn’t that suck for SEO experts and enthusiasts.

Don’t get me wrong, search engine visibility is important… but not the most important. If people are looking for you, they should be able to find you. A number one ranking should not be any company’s top priority… except, maybe for those who promise number one rankings. There are plenty of great marketing techniques that have been established and implemented and work… there are plenty of other great marketing techniques that have not been established or implemented, and they also will work.

I encourage you to think of strategic, new marketing techniques… and think out of the box.

Again, I’m no SEO expert. I just offer consulting services as well as design and development, but I can speak from experience.

Here’s something to think about…

Last week, I witnessed a website launch that received 4,279 unique visits in 4 days. Want to know how much they spent?

… $4.86

… on coffee.

Think about it.

Comments

Jun 11
2010

Tom:

Agree. SEO and web is not likely to make, in itself, a good marketing strategy UNLESS you’re willing to make significant investment, and then not always.

The advice to know the audience and market is sound! A shotgun approach to customers does not exist.
Jul 7
2010

Rory:

I half agree with you, I don’t think you need to spend 80k on SEO and there are a lot of ’sales people’ out there trying to part you with their money, but having SEO is important on your website.
I’m a web designer who does sites with and without SEO, both of those sites can get to page one but the SEOed site usually stays at the top, and gets more enquiries, whereas the other will drop off the rankings, if not ‘looked after’.
Sure a non-SEO site can have the right headers and keyword rich content but if the client hasn’t got the time themselves to update the site etc they pay me to. Although I’m happy to take their money for my work, I’m NOT a salesman and never push un-wanted SEO onto clients, I don’t call people up or email them saying ‘Page 1 in 3 days yada yada yada’ if clients ask I tell them what I can do for them. Usually they want the SEO, personally I like sites WITHOUT SEO, much easier.
By the way my company is page one for Web Design & SEO in the UK