This one is for my friend DJ Lexis at Music Is My Sanctuary. Lexis is a colleague of mine that knows his search marketing, as much as he’s a great search marketer he’s an even better DJ & you should check out his Music Is My Sanctuary website.
During a conference call about a month ago when I was spouting off Organic Ranking & SEO, Lexis made a point that has been hitting home since then & has really impacted the conversations I have with clients. Lexis was adament that we should only consider traffic from search engines as a COMPONENT of search marketing. A piece of the pie that represents an overal strategy to drive traffic to a website. I’d gotten to the point where I couldn’t see the forest for the trees & in my case the trees are keyword phrases driving traffic to a website organically.
As Search Marketers we need to constantly be aware of ALL the sources that can drive traffic to our websites: portals, banner campaigns, email marketing, off-line marketing ~ everything. We finally have tools that can tell us exactly where clients are coming from when they end up on our website & if we’re soley focussed on SEO, we may miss other opportunities that include very cost effective means of driving traffic.
I’ve said it hundreds of times there are two things we need to be concerned with when managing search marketing for our clients….getting traffic to a clients website & converting that traffic into leads. It seems pretty simple and it is, “What strategies can I employ to bring traffic to the website, what works best at driving traffic to a clients websites & is there a measurable return of investment (time or dollars)?”
All too often I’ve focussed on organic traffic from websites & it took Lexis to show me the error of my ways.