Great analysis and tips, Rand. Your first tip was to focus on branded search... but when it comes to small-medium businesses, there's a limit on how much brand search-demand one can produce. Are you saying that google search will eventually become an engine made only for entities/businesses we already know of? Where does that leave the whole discovery process?
“Organic” is something of a buzz word. In the food sector, it carries connotations of healthy living, natural growth and honest, responsibly sourced products. Those connotations are just as relevant when the term relates to marketing campaigns. Companies encourage and maintain healthy growth through the use of carefully targeted organic content marketing. Doing so builds trust in the customer base while extending the brand’s reach. You may already be using organic marketing as part of your business strategy (perhaps without even realizing it). But, if you aren’t, it’s time to consider how to plant the seeds of a new campaign that helps your business to grow and flourish.
Companies with stronger SEO efforts on increasing performance emphasised the development of content and updating content on the website as a relatively easy task to perform. However, they start to get lost when it comes to the management of keywords and the construction of external links as the tactics become more difficult to perform. Blogging and the integration of social media were mentioned as simple enough tasks to perform in-house.
I agree with the point that a small or medium-sized business will have limits for budget and resources in generating brand search, but I wouldn't say that stops them from potentially producing huge growth there if they do something interesting/innovative etc. I can think of quite a few small to medium sized brands that have more name recognition than larger companies in their space. The challenge is that many of those brands are led by people who are very good at generating marketing and publicity - it's harder for small brands to be able to afford to pay for a top level consultant or agency.
Social is no longer just about conversation and content; it’s now an established channel for customer acquisition, remarketing and engaging existing fans/customers to support retention programs. It may be relatively immature compared to search and email marketing but it’s a channel in which most ecommerce teams are ramping up investment (people and tools).
Blair Symes is the Director of Content Marketing at DialogTech, the leading provider of marketing analytics for phone calls. Over the past 20 years, he has published hundreds of articles and eBooks on a wide range of marketing topics, including phone call analytics, conversion optimization, and omni-channel attribution. He can be reached at firstname.lastname@example.org.
Now, it is not that these sites are not interested in Google users. In fact, they have hired us to help them increase their share. However, they are getting so much traffic from sites like Facebook that it seems there is less urgency about attracting this traffic and less willingness to change the site to meet organic standards. Not long ago, sites would urgently and unquestioningly abide by Google’s standards to court that traffic.