About a year ago, I was the project manager for a large client’s new website. During the course of the specification phase, we asked the web services company about search optimization and search marketing. “Oh,” the web services rep said, “It’s a really long-term, expensive endeavor...very complex and expensive. And it must be based upon the client’s long-term strategic marketing plan.” Ultimately, we did just the basics of search and left it there. Fast forward to this morning. On a call with a new client, I hear several people describe search as something very expensive, very complex and something to add to their long-term marketing plan, but something which can’t be handled now, in a current project.
Here is the news: search isn’t any more expensive than writing, printing and storing brochures that nobody reads and that end up in the trash and the landfill. It’s no more expensive than defining, designing and building the website in the first place. Companies large and small, lethargic and ambitious - wake up and understand New Marketing. Search is here to stay! Your web brand needs to stay one step ahead of your market’s information-gathering routine and search needs to be part of that process. Figure out the basics and put them in place as soon as you can. Watch the data roll in.
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