In business there are things that become fashionable and in no time are completely forgotten. A dynamic that works for most aspects of life. Particularly in the business world – which is my natural environment – it is very common for leaders to obsess over a topic, an action or an administrative theory for a few periods – ever shorter – and then forget it and welcome Nigeria Phone Number List a new one. new fashion. Talking about this is important because many times this apparently harmless behavior is not so much, and it is because, almost always, pursuing these trends forces organizations to commit their future resources that, generally, when they go out of style. , are lost; ceasing to seem like smart investments, to become ridiculous wastes.
I have my own experience that exemplifies this volatility of ideas in business very well. A couple of decades ago, when I finished my career as a publicist and entered the world of work, I noticed that in the management circles of the company for which I worked there was only talk of an administrative theory known as the Boston Matrix – an idea developed by Bruce Henderson of the Boston Consulting Group, In 1960-. The manager of the organization in which I started my professional life did not miss an opportunity to label each product in the offering with the terms of that matrix. He spoke of star products, dairy cows, questions and dogs. This theory led to a change in the organization chart of the company, forced the division of teams into strategic business units —a change that seems simple, but cost the business a lot of work and resources.
A few years later, the Boston Matrix stopped being sexy to the manager — because he read The New Positioning , by Jack Trout and Steve Rivkin, a book recommended to him by a colleague. From that moment, the approach to the business was no longer through strategic units, but through the message to be transmitted and the position of each product in the minds of consumers. The entire structure of the Forex Email List was no longer useful and the new path pushed us to battle in the market for space in people’s heads. Management ordered the creation of marketing plans and the hiring of tools to engage with audiences.
Those investments were useful for a short time, because repositioning theories were quickly overshadowed by the rise of the blue ocean strategy — another theory imported from the north, created by Renée Mauborgne and W. Chan Kim. Now, all the investments and the attention of the business were directed to the search for unattended market spaces. The manager spoke of innovation and disruption. The organization’s resources were shifted to other areas. And the money invested in the tools to improve the positioning of each product and the relationship with the audiences? To the garbage can!
Digital also rotates like a weather vane
That volatility of administrative theories that I experienced in those years, I also live today with the digital world. Many companies go to bed with one idea and get up with another, no matter how much invested. In these businesses, most trends quickly become fads – driven by the opinions of some “gurus” or digital agencies that take advantage of this to monopolize the budgets of companies. The equation of chaos is simple: get a digital marketing action, tool or trend to rise quickly and push managers to invest there; then divert attention to an emerging trend, evangelize with that new trend and stop talking about the old one. A cycle that repeats itself ad nauseam and turns marketingdigital in a task of permanent pursuit of trends, with a lot of investment, little reflection, zero analysis and no results.
Examples? I can think of many. In the mid-1990s, some business executives only thought about creating a robust and up-to-date website. They invested a lot of resources in those platforms and in their webmasters . They spent a lot of quality time measuring the results obtained with that website. Today, many of those who spent money on portals prefer to affirm that websites are no longer necessary – something that I do not share. This volatility of opinions was also experienced in digital advertising: before, the ideal was to have a banner on high traffic websites to achieve the greatest possible reach; Now, segmentation is the fundamental thing, to only pay for quality traffic – I do agree on this. I’m not saying changing your mind is wrong. In fact, it happens a lot to me. What I want to expose is that harmful tendency to feed and kill any idea, to pursue a trend and later forget about it —by the simple rise of another—, without reflection on its contribution, without validating its validity. The point here is the volatility of thought that pushes business leaders to take things apart without thinking.
The importance of SEO: the 5 reasons why you should insist on SEO
All actions or platforms in the digital world have had their quarter of an hour of fame: email marketing was the protagonist for many years, and recently it only receives stones; Facebook was the place where everyone wanted to be, and today many want to get away from there; cell phone texting was a blast, and currently they are only criticized because they are so invasive. Anyone else on this list? Well, search engine optimization, one of the most effective actions in digital marketing that some want to bury. I come across people on a daily basis who minimize SEO , with the sole intention of giving more importance to social media or other marketing action . And no, you don’t have to destroy one action to give life to another. That is why in the digital world we speak of ecosystems, because what is sought is the combination of efforts and the distribution of resources to achieve an efficient mix. Many of the business theories or marketing actions have the capacity to continue contributing —even when they have gone out of style—, and that is what I came to emphasize with this article. The current goal in marketingDigital is taking advantage of all the actions or tools available, listening to the trends, but looking at the metrics. To stop doing something efficient, because something “sexier” appeared is silly.
The SEO will never go out of style . Those who claim that this is a disused action clearly do not measure the impact it has on the present and future of business. Yes, we live in the age of social media, but you can’t live on it alone. Not very diverse digital ecosystems are doomed to failure, because that volatility in stocks will also apply to social networks – yesterday was Facebook, today it is Instagram. The smart thing is to take advantage of each thing and only abandon it when it is shown that it does not contribute anything, or when the equation of the invested versus the obtained is not attractive.
Next, I present five strong reasons to continue betting on SEO :
1. SEO is less invasive than any action on social networks
The most attractive advantage that SEO offers to businesses is the ability to appear in front of audiences when they need them. A possibility that makes the difference with social networks because in these it is highly likely that users will come across a message from the brand when they have no interest in it. In other words, social media could be more invasive than search engine optimization. This advantage could also be analyzed from the point of view of efficiency and conversion probabilities – two aspects in which SEO is far superior to social networks.
2. SEO audiences are of better quality
The second reason is a consequence of the first. If the user is looking for a solution, they are more likely to buy it when they find it — or at least start their conversion journey. Users who come to your digital platforms from Google are honestly interested in what you deliver – be it a product, a service or a content. Therefore, they are closer to conversion than those arriving from other traffic sources. This simple fact makes the quality of traffic generated by search engine optimization much higher.
3. SEO is an action that lasts over time
An email, an advertising banner or a message posted on social media are actions with a very short lifespan. Whereas any SEO effort will last in time. Yes, it takes more time and resources to achieve good positions in the search engine results pages and it takes a lot of work to sustain them, but when it does, it pays off a lot in the short and long term. Investments in search engine optimization pay more over time – this claim can easily be demonstrated by metrics.
4. SEO adds value to your commercial offer
SEO work is based on the creation and periodic publication of quality content for audiences. Consequently, by working on search engine optimization, you will be working on building value for the community and creating a stronger offering. Today’s market is full of products, services, and brands, but few are concerned with enriching user or consumer experiences, and even fewer investing in deepening the relationship – two points in which SEO has much to contribute.
5. By doing SEO , space is taken away from competitors
The search engine results for each keyword are finite. The first page only has ten spaces and so on on each of the pages. Then, each position that you hoard with your business will be a space that will not be available to your competitors. With this, what I want to show is that working on the optimization of the website for search engines will mean detracting from the competition.
A final clarification that I consider timely: the objective of this publication is not to attack social networks or any of the other actions available in digital marketing . I reiterate that I consider that they are all useful and that the key is to find the perfect mix for each business. With this publication I only seek to justify the use of SEO in current digital ecosystems, monopolized by social networks. What I intend is a simple vindication of search engine optimization and criticize those who see digital marketing actions from a fad perspective.