Posted by gfiorelli1
Houston, we have a problem
We SEOs, myself included, have a habit of almost always focusing our attention on what concerns us directly.
We suffer what I call
Everything is SEO and, and everything ends in the sphere of influence of SEO, as if Search Marketing was a gigantic black hole.
- Content? Clearly, it is SEO and SEO should govern Content Strategy!
- Social Media? SEOs are those who really understand it!
- Inbound Marketing? Isn’t that a synonym for SEO?
In reality, though, things are very different.
Simplifying all components of marketing, SEO is only one small component of a much bigger strategy a brand may have:
That is why most brands, above all, tend to not consider SEO as essential as we would like. Even in the best cases, they usually do not consider SEO (or more broadly Inbound Marketing) as a discipline which could inspire and coordinate all others.
That quadrant can also help us understand why the more traditional media agencies tend to have more success in winning contracts than the new digital ones (not to mention the classic SEO Agencies). The reasons are twofold:
- Brands have the ability to have a unique and coordinated strategy designed and built by a single agency;
- For a traditional media agency, it is relatively easier to just create a digital (or just SEO) area within its existing structure.
Be aware that I am not saying that this is the best choice a business can make; I am simply describing the reality I see every day.
This Venn by Econsultancy explains all the complexities of a complete integrated Marketing strategy
However, there is another problem.
Even if we are good at analyzing data, fixing technical issues, creating content marketing campaigns, influencing community building… even if we follow the instructions of the “good marketer” book, many times the results we …read more