The search engine optimisation (SEO) industry has been growing for some time now. I myself have been an avid marketer for around 6 years and have been involved in SEO for the last 12 months. A constantly recurring theme throughout the last year has been that SEO is an industry all of its own.
Last week saw Search Engine Land announce that they would be launching a sister site Marketing Land, suggesting that in fact the two are a separate entity.
This is something that I find hard to agree with, as marketing in its truest form is about understanding consumer behaviour, predicting it and then meeting the consumers needs. With this in mind surely online marketing is therefore these three steps but translated for the internet.
SEO can be defined as a the practice of increasing the traffic that a site receives via a search engine. The process itself has developed from the understanding that consumers behaviour when using a search engine means that the higher the rank of the site the more users will visit that site.
As more and more marketers become aware of the Google Panda update, what does appear open to debate is how important SEO is to your marketing strategy and equally how long using SEO in your marketing strategy will last. There is no greater lesson to be learned than those sites which have all their eggs in one basket and have been punished by the Panda update.
It is this unpredictability on search engine updates that provides the sole reason why it isn’t recommended to build a business based upon search traffic, and illustrates why SEO should be carried out as part of an overall marketing strategy.