When I started working in online marketing in 2006, most SEO practices – like directory submission, link exchanges, blog commenting – were “tricks.” They weren’t about establishing expertise, building trust, connecting with potential customers, etc. They were all about rankings.
When these tricks began to lose their effectiveness in 2008, a lot of people said “SEO is dead.”
However, SEO isn’t dead…it’s just been put back under the much larger online marketing umbrella. Instead of talking about SEO as some sort of stand-alone activity, today we talk about SEO as one aspect of a larger online marketing effort:
- SEO is a key consideration when creating and promoting content
- SEO is an important aspect of any sort of public relations effort
- Social media marketing can boost search engine rankings, especially when a social media strategy incorporates SEO goals
- Business relationships can boost search engine rankings, provided SEO is a consideration
Basically, SEO has become a component of online marketing, rather than a stand-alone activity…sort of like table salt. SEO is not a meal by itself, but it’s a key ingredient.
The following slideshare presentation does a great job of explaining why you need to consider branding, social media, content development, etc., etc. Without further ado, here’s the presentation from Rimm-Kaufman Group’s Adam Audette.
You can find the original slideshare presentation here.