Darren's marketing maze

If you're a local business and you've had someone knocking at your door trying to tell you that SEO is the best thing ever, then allow me to make sense of their intended techno babble...

Now some may call me contrarian when it comes to internet marketing...but if that kind of approach can make Warren Buffett happy, then why not me too...

There are schools of thought which shout out "follow what other successful marketers are doing". This may at first appear to make sense; if someone has discovered a way to make something work then get on the boat, so to speak. And that current boat leaving any port is Search Engine Optimisation. Now, for those who don't understand this self descriptive phrase, it's a way to optimise the SEO seller's revenues.

SEO is good for your business, but only if you have a web site that is being used for the purpose of what I refer to as the number one aim of any business site - namely getting people to buy from you. This may sound like logical sense, but why would you want to be ensnared by the SEO consultant predator who says I can get you higher rankings in Google? There are many feasible ways to get higher search engine rankings but can they all work all of the time - in short I don't think so! 

The problem is, however,  what I refer to, as the double glazing scenario:

If you were to walk down a high street and there was one shop selling double glazing or replacement windows, then there is a good possibility you may or may not notice it amongst the myriad of other retailers, depending on wether you were searching for their services. Now imagine the trend caught on in this particular high street...6 months down the line there are 5 replacement window merchants all selling their wares, offering incentives like 3 years interest free credit and all the other marketing ploys to get people like you to buy.

Now most of these stores offer the same type of services and products, with the same feedback for reputation. Along comes Mr SEO the "I can get you further up the search engines" guy. Imagine if all the stores went for his platinum £500 promotion package...

...what the SEO pushers might be hiding from you...

Do you think this SEO specialist has any chance of getting all the businesses a number 1 listing? You see the problem with SEO is it is not the be all and end all. It has a place, for sure. But it has to be part of your bigger promotion package. And there are plenty more marketing startegies that can help get you a number one placement in Google. Personally, I'd rather have a contiuous lead generation mechanism that works on autopilot...what about you?

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