Editor's Letter: The SEO Journey (Website Magazine May 2017)
Despite the many opportunities in optimizing for better search visibility, some companies are too timid to pause and consider the benefits – using less volatile channels to drive their marketing strategy instead (like advertising, referrals, email or social media - more on those strategies later). In fact, a recent Web.com report reveals that only 17 percent of small business owners (SBOs) are willing to invest in SEO in 2017. Further, Manta reports that SBOs are relying on tactics such as social media marketing (45 percent), public relations (31 percent), display advertising (24 percent) and mobile marketing (21 percent) to promote their businesses, but less than five percent of them are using search engine optimization as a strategy.
The practice of optimizing for higher search engine placement itself is likely simply too confusing for many, but there’s an approach that, while certainly doesn’t guarantee a high placement in the results pages, does provide one of the best opportunities to make productive and profitable use of organic search efforts.
Website Magazine’s May 2017 feature provides insights into the foundations of SEO success – an unwavering focus on developing “content” and establishing “connections” as well as an immense amount of familiar with, and prowess in, both the technical and creative aspects of the broader process to generate a return from these initiatives. Let’s call the latter the “continuity of experience” – a factor rising in importance each and every day it seems.
In addition to our feature article, our editors and contributors share a great deal of information on choosing marketing technology solutions, improving product listing integrity and selecting a framework for your next Web development project as well as combining creative design and marketing data and optimizing website images for conversion.
As always, we hope you enjoy this issue of Website Magazine and encourage you to visit us on the ’Net where we publish daily on the subjects that matter to your online success.
Best Web Wishes,