Just a couple of days ago, I sat down with the CEO of a consolidated online retailer that’s already generating $10 million in yearly sales. SEO has been their absolute priority over the past 3 or 4 years, and they have funnelled a significant amount of resources into consultancy services and implementation of ambitious SEO strategies. As might be expected, a substantial majority of their traffic now originates from search engines and it is an essential part of their business. How could it not be? This is a self-fulfilling prophecy. Gear your company towards SEO, and you will become increasingly dependant on search engine traffic. It will be increasingly difficult to see the forest, because the SEO tree will be blocking your way. Of course, SEO is important, that’s beyond the point. The point is, if you were to distribute your resources evenly among three or four platforms for the generation of quality leads which one would be more effective? It does not make sense to dedicate 60 or 70% of your engineering resources to SEO, and then expect Facebook to be a key component in qualified leads.
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