SEO as an Influencer in a Social Web

We increasingly question the role of SEO with more and more emphasis being placed by many on Social Media Marketing. While we love it all, and it does come under our favorite umbrella of Internet Marketing, as a rule we still use Search as the foundation of all of our campaigns because:

1. The data still supports it. Citing the MarketingProfs Digital Marketing Factbook continues to support Search as being the most effective channel for results last year.

2. A lot of folks are still doing it (using Search Engines that is).

Granted, #2 seems like a pretty weak argument but for the same reason why stores on streets with a high volume of foot traffic warrants higher rent prices (and in turn gives us the impression that it is more important), numbers alone gives Search enough reason for being high on the priority list for businesses. Like the old ubiquitous Yellow Pages which everyone stowed next to their telephone, millions of people turn to Search Engine’s on a daily basis to find what they are looking for.

Increasingly though, people are turning to their own networks of like-minded individuals as part of their decision-making process. Individuals have built up a network through twitter or Facebook or Google Buzz that they turn to for answers that they would previously have probably Googled. If I have a video question, I’ll shoot it out to my expert (or who deem to be an expert) to answer that question. It’s an increasingly important marketing component but at least for right now inevitably, your network isn’t going to be able to cover what you need, plus they may not be there when you need them. A Search Engine will more often than not, answer your question and will always be there which is why it still commands a high level of importance from Dinkum.

A heads-up to Higher Education Marketing experts Paskill, Stapleton and Lord for inspiration from their post about Influencers.

Paul Fleming is co-founder and VP of Interactive Services for Dinkum Interactive. A trained teacher, Paul has worked in a variety of forms of Internet Marketing but with a focus on SEO. Originally from Australia, he now resides in Philadelphia with his wife and 2 ankle-biters.