MediaVision Blog : Search Engine Marketing

There are many companies who outsource their SEO (search engine optimisation) requirements; sometimes fully or sometimes partially, but some may not fully understand the benefits of hiring an SEO company to take care of things versus having a dedicated, internal SEO division or person. There are many fly-by-night SEO companies offering discounts and specials and fringe benefits, while the real cost of an SEO campaign all really depends on the clients being involved and the agreement between them and the respective SEO companies. Project scope, website technology, market competition, client-side resources and billable hours are all factors that could influence the cost and efficacy of an SEO campaign.

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There is quite a fuss being made about how online video SEO (search engine optimisation) can help most small- and medium-sized businesses (SMBs). Using video as a method of enticement can substantially increase your website traffic and also your conversion rates. Many are already using online video SEO to help drive actions and sales, but many more fail to see the benefit of using online video as a viable (additional) marketing tool.

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When I first came across this subject, I was really in the dark as this was the first time I had heard of it. As it turns out, I have been exposed to this area of search engine optimisation (SEO), but under another alias, namely image- or video optimisation.

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Visiting a website for the first time is an exciting experience, what with all the naïve expectations about what it might look like and what it might offer you as a consumer or potential client. Sadly, many sites do not live up to these expectations, by offering below standard front-ends and not investing enough time or effort in making the site more user-friendly.

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How do you define an expert of anything? Dictionary.com defines an expert as someone who has special skill or knowledge in a particular field. But who defines exactly what makes expert knowledge special? Someone may know all the theory in the world about a particular subject, but be completely helpless when it comes to implementing that knowledge in practice. Is that person still an expert? How about the person with no formal education but with unerring instincts that prove correct in almost any given situation, is that person an expert? The definition of “expert” is a tricky one, as is the definition of SEO. When you try and put the two together, the ground becomes undeniably soft and shaky underfoot.

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John Wooden, famous basketball coach at UCLA, is the inspiration behind Matt McGee’s SEO Success Pyramid. Wooden created the Pyramid of Success to inspire his basketball players. He didn’t speak about the act of winning, but focused instead on the process it would take to become a winning team. McGee follows a similar route in that instead of talking rankings, his pyramid discusses the process “of making great web sites that earn traffic and convert visitors into customers”.

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Advertising campaigns, both online and offline try to tap into the emotions of their target audience. They try to evoke feelings of pleasure, joy, happiness, contentment, pride and desire; feelings that can only find release or be brought to fruition with the purchase of the product or service concerned. However, these efforts often fall short as advertisers fail to relate to their audience. They fail to get the audience on their side and this usually results in consumer apathy. People shop out of habit, or chase prices and can seldom be convinced to switch brands. One of the most effective ways to gain consumer sympathy and generate loyalty is to share something personal that relates in some way to the campaign at hand. Revelations of this kind are known as back-stories.

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Webpage design has come a long way since the internet first began. Many different programming languages have been developed to either simplify or complicate the art. But I say, when it comes to design, keep it as simple as possible. This may sound obvious but if you find yourself using complicated coding to achieve your design, then you should think about whether the feature you need is really necessary or if you’re putting your design ahead of visitors. The process of designing a webpage had been made easier by the use of CSS for page coding.

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Recently, my significant other landed an opportunity to work in a retail company. Due to my past experience within the retail sector, she asked for my advice. My response was simple, “Keep your clients happy, regardless”. My reasoning was that word of mouth spreads faster than wildfire, and wildfire is bad for any company trying to make a few bills. Also, my father recently had a vehicular issue and subsequently called the insurance company to get it sorted out, but he was shunned to the extent that he is considering publicly stating his unhappiness at the manner in which the situation was dealt.

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Competition is healthy, it keeps people and companies on their toes, and without it there would be nothing new and innovative in the world. The same theory applies to search, and despite what many people in the industry think, search is not going anywhere. In fact, it’s still in its infancy and has yet to reach its full potential. It’s all very exciting!

The other day, I read a blog post on Tech Crunch where Michael Arrington discussed why he thought that search innovation had just began, and how wrong Mr O`Reilly was when he stated that eventually all the search engines would just give up on search and outsource to Google.

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