Does the SEO Industry Have a Branding Problem?

Does the SEO Industry Have a Branding Problem?

Reader Comments (13)

  1. How about ‘gathering’ ?

    Imagine Brian sitting in front of his souped-up workstation thinking to himself…

    ” I wonder if I’ll gather any links if I tell people the secrets I know about _______ ?”

  2. For all the SEO specialists out there that wish to broaden their “metier”, I’d definitely suggest they read Peter Morville’s “Ambient Findability”. Oh, and Chris Anderson’s “The Long Tail”.

  3. There has long been a debate that SEO is becoming a part of SEM, which may as well be a part of Internet Marketing, so it is not new.

    And yes, ‘link baiting’ is more like effectively targeting at being ‘socialized’ for anything, not necessarily providing value.

    ‘Viral marketing’, in turn, can also be gained by just providing extreme value to the customers.

  4. The best “SEOs” understand marketing outside of “traffic”, for example it is important to be sensitive to branding, and as you say “traffic” is no good if it doesn’t convert. But then people still do pay for “just SEO”, the end days of SEO-only-practitioners has been predicted for years now and still they exist …

  5. Chris I agree. And it’s many of the clients that are under the mistaken impression that traffic is the cure to all their ills, and that search engines are the only source of quality traffic.

    I just see an opportunity here, given the transition from “technical SEO” to “creative SEO,” for the most talented practicioners to become big players in the general advertising and marketing world.

  6. I appreciate what you’re saying here a lot Brian. The trend seems to be that the more SEO campaigns we engage, the less we actually end up talking about SEO.

    There are often so many other issues to be addressed such as branding, messaging, conversion process and overall marketing strategy.

    Understanding how offline marketing and advertising as well as public and media relations can affect search marketing is important for the kind of integrated campaigns companies are starting to demand.

  7. I’ve been a direct response copywriting/marketing consultant for 20+ years … got online in the mid ’80s … got into SEO in the late ’90s.

    I saw my direct marketing background as a superb foundation for everything web then, and now. It was a direct line extension from writing compelling print copy to traffic generating, SEO-friendly web copy — all built on structure, technique, and metrics.

    It’s amazing to me that in 2006 everyone is beginning — finally — to get the same joke.

    (Terrific blog, btw.)

  8. Hey Lee, thanks for stopping by. I know I’m preaching to the choir with you. After all, you didn’t name your “Online Marketing Blog” the “SEO Blog” for good reason, right? 🙂

    Hi Roberta. That’s good to hear.  From what I see, though, most direct-response copywriters don’t seem to have any clue as to how their skills can be applied in the realm of traffic generation.  Maybe that will start to change.

  9. “From what I see, though, most direct-response copywriters don’t seem to have any clue as to how their skills can be applied in the realm of traffic generation. Maybe that will start to change.”

    I would definitely agree with you. Why that is? A complete and utter mystery as I always thought it (and continue to think it) as obvious.

    No matter, though. More pie for me.

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