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Why Search Engine Marketing Is Way Overblown!

by Jack Humphrey
http://power-linking-profits.com

I just had a customer contact me with a question that reminded
me just how badly misinformed good people are about search
engines and their true role in marketing their websites.

The question was regarding an inability to find my site under a
certain keyword in Google. Then that my page rank for an inner
page of my site was only a 2. The customer said that based on
these two pieces of information he was wondering if I was really
doing well with my traffic generation system.

Now, the customer above is a good guy and very well-intentioned.
He is just badly misinformed about what role the search engines
have in my success. In fact, they have very little to do with
it.

There are only 10-30 desirable spots open on any search engine
for any keyword search. After that it's all downhill.

If you are in a niche competing with people who have far greater
means than you to nab one of those precious few spots, you are
done before you start. Search engine marketing makes your
business potential seem so much smaller than it really is once
you realize there are much better ways to get traffic than
constantly vying for one out of 10-30 spots available on a
handful of engines!

When I started ignoring the search engines and started creating
sites for people, my business changed drastically. I started
getting more traffic and more sales because I basically put the
role of the search engines in its proper place. Ironically, my
search engine traffic started climbing when I made this change
as well.

Glad I didn't spend that $4,000 on search engine optimization
because they would have done what I already did myself!

Despite everything you have heard about the power of search
engine marketing, realize this: the sun does not rise and shine
everyday because of Google pagerank or any of their "earth
shattering" algorithms.

If you are playing the search engine game and basing your entire
business on the very bad bet that you will always have the
traffic you do now because of a few advertising companies,
(search engines) then you are going to go completely out of
business someday.

I can't tell you when it will happen. Only that it will happen.

No expert marketer would ever count on the engines for all their
incoming traffic any more than an experienced gambler plays
roulette as a source of income.

The odds in search engine marketing are just about as bad as
roulette. You can lose it all if you don't also base your
marketing on sound, more stable principles that do NOT change
over time.

Those principles are:

1) linking: reciprocal and non-reciprocal (I don't give a lick
about Google changing their focus away from link popularity - I
don't want a popularity award, I'm getting real traffic from
linking because I do it right!)

2) feeding: Not using RSS to feed content out to other web
publishers is a huge mistake. RSS and direct links from site to
site are entirely replacing search engine traffic for many
people. Learn about it and implement it as your first order of
business if you are not feeding content through a blog or other
means. There's a great portion your "missing" traffic right off
the bat. And the gap between what you are getting in traffic
now through the engines and what you COULD be getting through
feed


content is growing by the day!

3) publishing: If you are not writing articles and syndicating
them, you are missing ten times the traffic you are getting from
the search engines (and I don't care how much traffic you are
getting now - multiply it by ten and that's at least what you
are missing out on.)

4) networking: If you are playing in a sandbox all by yourself
and isolating your business from partnerships and associations
that would drive your traffic up - what are you thinking about?
First, your idea is probably not new, so forget about protecting
things that have already been thought of. And since you have
published yourself on the web and are actively seeking traffic,
the cat's out of the bag already.

5) actual value: Do you have a "me-too" business? Then why
would I or anyone else want to send traffic to you? Cookie
cutter sites and junky 1997 design and content don't cut it
these days. (They barely did in 1997!)

6) actual content: Does your site appeal to any significant
group of people as a credible information source? Is buying
something the only thing people can do on your site? Good luck
with that model. We ditched that with our content sites years
ago.

7) jv/affiliate program: Most online businesses can benefit
from joint ventures and affiliate programs to sell their
products and drive traffic. Chances are you are in such a
business and if you aren't doing both kinds of ventures above,
you must be really depressed about your traffic levels right now.

Because of the apparent widespread lack of factual knowledge
website owners have about how to actually market online, I can
totally understand the desperation and depression that could
lead someone to throw themselves completely to the mercy of a
billion dollar corporation. One that changes the way it ranks
sites more often than a new mom has to change diapers.

The purpose of my message here is that there is a world of
promotion tactics out there that have better results and less
stress involved than search engine marketing as a sole source of
traffic.

You can't be lazy to get traffic from other sources, but keeping
up with what the search engines want you to do to rank well is
not a job for the lazy either!

The question you should be asking yourself at this point is:
How in the world can there be so many successful business owners
online that have lousy rankings in the engines?

And the answer is: We spend our time on the far greater
potential for targeted traffic OUTSIDE the search engines and
(in case you were wondering) we don't pay for advertising - AT
ALL.

All it takes is hard work, which is the real secret to every
success story ever written. Learn your craft. There is no
magic button on the web you can push to make traffic happen.
Your work is only beginning once you have a store set up on the
web. In fact, you haven't even BEGUN to work at that point.

Spending all your time on search engine marketing is a
guaranteed way to become very disappointed in your results.
Working on a well-rounded marketing campaign will never, ever
fail you because you are in control of your destiny rather than
totally dependent on the fickle engines.




--- Jack Humphrey is the author of Power Linking Evolution at http://power-linking-profits.com. He is also the managing partner at http://contentdesk.com.

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
www.knowthis.com
 
Marketing - Wikipedia, the free encyclopedia
Marketers depend on marketing research, both formal and informal, ... The next big thing is a concept in marketing that refers to a product or idea that ...
en.wikipedia.org
 
Marketing - Marketing Strategy - Marketing Plan - Marketing ...
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ...
marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
del.icio.us
 
ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
www.clickz.com
 
Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
www.the-dma.org
 
 

 
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