Comments on: Shifting Search Marketing Strategy http://www.bruceclay.com/blog/2009/11/shifting-search-marketing-strategy/ SEO and Marketing Blog Thu, 18 Mar 2010 16:53:02 -0700 http://wordpress.org/?v=2.9.2 hourly 1 By: Aaron Savage http://www.bruceclay.com/blog/2009/11/shifting-search-marketing-strategy/comment-page-1/#comment-18844 Aaron Savage Tue, 03 Nov 2009 16:02:50 +0000 http://www.bruceclay.com/blog-test/2009/11/shifting-search-marketing-strategy/#comment-18844 <p>Anyone who thinks that a static website is enough is still living in the last century. Yes you need your content optimised for search but then you also need to be regularly adding to it, and probably through a blog. Finally you need to be promoting it and discussing it with a variety of social media tools such as Twitter, Stumbleupon, Digg, Reddit, Facebook and whatever else works for you. It is stunning how your visibility increases when you do this and consequently how your traffic increases once you are doing it. </p> <p>That isn't the end of the story though. My feeling is that the digital industry has viewed itself as a series of tactical tools (whether its search, web design, social media, display advertising, email etc). That’s the reason why so few digital agencies have a seat at a clients top table of suppliers. What they are crying out for is a cohesive <a href="http://www.interactive-mix.com/imix.html" rel="nofollow">digital marketing strategy</a> across all the disciplines so that the focus is on the customer and the strategy takes the customer on a journey from first contact building a relationship through to first purchase, repeat purchase and then regular purchase whilst winning referrals.</p> <p>When we as an industry are delivering that then I think the sky really is the limit. These lessons about integrating search and social media are the first steps, but they are not the only steps and new ones are added all the time.</p> <p></p> Anyone who thinks that a static website is enough is still living in the last century. Yes you need your content optimised for search but then you also need to be regularly adding to it, and probably through a blog. Finally you need to be promoting it and discussing it with a variety of social media tools such as Twitter, Stumbleupon, Digg, Reddit, Facebook and whatever else works for you. It is stunning how your visibility increases when you do this and consequently how your traffic increases once you are doing it.

That isn’t the end of the story though. My feeling is that the digital industry has viewed itself as a series of tactical tools (whether its search, web design, social media, display advertising, email etc). That’s the reason why so few digital agencies have a seat at a clients top table of suppliers. What they are crying out for is a cohesive digital marketing strategy across all the disciplines so that the focus is on the customer and the strategy takes the customer on a journey from first contact building a relationship through to first purchase, repeat purchase and then regular purchase whilst winning referrals.

When we as an industry are delivering that then I think the sky really is the limit. These lessons about integrating search and social media are the first steps, but they are not the only steps and new ones are added all the time.

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