When Traditional SEO Doesn’t Work
January 11th, 2010 § Leave a Comment
It might seem difficult to believe, but there are times when traditional SEO techniques are simply…impractical. Low search volume, highly-specialized keywords or an industry dominated by huge, well-funded competitors can make traditional search and PPC campaigns difficult, to say the least.
But there is a way to level the playing field, so to speak. Viral marketing and social networking strategies can exponentially increase your site traffic, and not only that, increase qualified traffic. The basic question, of course, is what is your company’s true goal? Is it bragging rights for high placement on Search Engine Result Pages (which few people might actually see)? Or is it a greater amount of site traffic and increased conversions? The answer, I hope, is obvious. We are, after all, in a results oriented business.
It’s my opinion that results take precedence–that results are all that matters (while still wearing a white hat). Our job is to increase qualified traffic and conversions by the most efficient and cost-effective means possible. And obviously, if you have little chance of winning the keyword war (and sometimes that is indeed the case), the task then becomes to build site traffic by any ethical and affordable means possible.
The answer, of course, is to devote your energy and resources to social networking. This is the one area where Page Rank and other search engine criteria are tossed out the window, and the victor becomes whomever is willing to work the hardest. Here are some valuable guidelines:
- Standardize your employees’ e-mail signatures to promote your most important URL(s)
- Encourage your employees to post about the company in their social networks
- Develop a content schedule/editorial calendar for Twitter, FB, etc.
Deep pockets or not, your competitors become vulnerable when you pursue an aggressive and comprehensive social networking strategy. In this case, the ends justify the (white hat) means. The bottom line? Take the fight to an arena where you can win. And never stop until you do.
