Paid search, SEO, content marketing – these are all marketing strategies business owners need in their toolkits to get results.
Or do they?
The problem is, Google is always changing its algorithm. And as the saying goes, As goes Google, so goes the rest of the marketing world.
Recently, Google made a change that is finally heralding the death of SEO.
The marketer’s dilemma
Wouldn’t it be nice if there were one set of marketing rules you knew would work, and you could just depend on them for the rest of your life?
The truth is, marketing is always changing. It’s fluid, and your business must be flexible in order to get results.
After all, it’s your marketing that brings people to your website, your business and your bank account!
So let’s stop bemoaning the fact that it’s hard to stay on top of effective strategies. This article will put to rest the argument about whether or not SEO is dead – because it finally IS dead. And let’s talk about will work to keep your business on top.
Who’s the final word on SEO?
Aaron Wall is a leader in SEO, or organic search. He’s built a business from the ground up, helping businesses of all sizes create effective copy that attracts search engines. He’s so much so a leader that every marketer around listens to his every word, and then implements strategies according to his advice.
So when Wall reported that he was abandoning SEO completely, marketers around the blog listened. This is what he said:
“There’s no purpose in SEO.”
Let’s stop right here. How can a leader in SEO/organic search say such a thing?
There’s proof to back up his position. He’s only looking to Google, the ultimate guide in SEO, for his strategies. Here’s what Google did: They changed their algorithm, once again. But this time, its filters have adjusted the algorithm to favor paid ads, booting organic results to the back of the bus.
But that’s not all Google did. In a press release, Google reported that SEO was “a bug,” basically saying that if a business ranked high in search results based on organic results, it was an error. This is a financial move on Google’s part. You see, if businesses don’t purchase ads, Google doesn’t make money.
See how things are becoming clearer now? Let’s not even go into whether or not organic search is good for users. If it’s not good for Google’s wallet, they’re doing away with it. And that’s exactly what they’ve done. Fixed the bug.
What you should do now
Like it or not, as a business owner or marketer, you have to adjust your strategies according to what will work.
So what should you do with all the great SEO content on your website? Don’t trash it. Consumers will still benefit from it, but they have to be able to find it first.
Now, your strategies need to shift to paid ads. And that’s what Wall is doing.
He’s taking a break from SEO. Instead, he’s turning his business model around to focus on paid search. In fact, he cites paid ads as the future of search marketing.
The good news is, paid ads WILL get results.
Your head may be spinning now, but rest assured, you can still power your internet marketing to drive traffic and revenue. Here’s some advice: If you’ve been spending 50 percent of your marketing budget on SEO and 50 percent on paid ads, adjust those numbers. Favor paid search, but you’ll want to continue to focus on providing relevant content for your prospects.
All is not lost. But SEO should fade strongly into your marketing background in favor of paid ads.