photo credit: SuperFantastic
Search Marketing is more than just search engines. One of the most amusing things to me is when people boast that they get the vast majority of their traffic from Google — sometimes as high as 80%. It is difficult not to laugh at that. Having a business that is entirely contingent on single channel of customers is not a real business, it is a party trick. You might as well be talking about how long you can balance a chair on your face.
What is your long term plan?
You should be considering not only where you get traffic from, but also what you are going to do with the traffic. A holistic search marketing strategy should include:
- How you are growing your referrer network?
- How are you following up people who abandon your sales funnel?
- How often, and in what form, do you release new content?
- What do you have to offer community oriented sites?
- What do you have to offer your visitor that will induce them to talk about you?
If you don’t have an offer that is actionable outside of the implied endorsement of search engines than you have ground to cover. If you aren’t getting 1/3 to 1/2 the traffic from Yahoo that you are getting from Google you should be asking yourself why. And if you can’t afford to lose one of your channels you should be actively diversifying.
Spend a little bit of time thinking about what your site offers and find a site that offers something that is supported by your site, or supports your offering. Spend some of your link building time making financial partnerships, instead of building PageRank.
Tags: Google · landing pages · marketing strategy · Search Engines · SEO · Yahoo1 Comment
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1 response so far ↓
“You might as well be talking about how long you can balance a chair on your face.” - i lol’ed a rarity on an seo blog
Yah, it’s not much to brag about. I think this type of bragging is to distinguish their site from a site that pays for advertising (gasp). But, when it comes down to business models - you can make strategic decisions, forecast, and adjust your position with search engine advertising. Organic search traffic is delightful, but you just can’t rely on it. Nor can you project what you get when you invest in it.