The Future of SEO as I see it and why we re-branded – Guest Post
Today’s guest post comes from Louis Venter of MediaVision discussing why they’ve moved from describing what they do as SEO to digital marketing. The requirement for brands to broaden their Google-centric view is something that Quad believes in 100%. This is definitely going to be one of the big conversations of 2013… enjoy!
Firstly this is certainly not another boring “SEO is dead” post in my opinion SEO is never going to be dead as long as people are searching whether on Google or any other platform there will be a need for SEO. I do however feel that to do great SEO in the future you need to be a great cross digital marketer with the SEO knowledge of what works and what doesn’t.
SEOs often get a bad rep from the broader digital marketing spectrum as they see us all as spammers and to a large extent this is unwarranted. One area that doesn’t really help us though is that we tend to focus on “doing things for Google” and this vision often undersells our abilities as digital marketers when we communicate that.
Over the past two years we have noticed a huge improvement in campaigns that we have put the potential customer first and Google second. I’m not saying elements like site compliancy are no longer important, they are probably even more important in a cross digital world, I’m saying we are spending far more time understanding what makes the target market tick and how we can influence them. From that perspective the SEO just flows because it’s bolt-on knowledge to great digital marketing ideas.
This was the catalyst for us to rebrand MediaVision from a specialist search agency to a digital marketing agency. While SEO will still be at our core we no longer want to limit ourselves to SEO campaigns when cross digital campaigns have so much more impact both on SEO and the broader marketing objectives of our clients.
It is also an opportunity to help clients communicate their digital strategy better within their organisations. Over the past 6 months the best client meetings we have had are the ones where the client has invited people outside the normal marketing team and we have been able to pitch cross digital ideas and help them achieve their objectives too. The integrated digital approach promotes inclusion where in the past we were definitely siloed to an extent. This has led to better campaigns that tick a number of boxes and not just one.
There are now a great deal more opportunities for us to help our clients with clever digital marketing ideas. One of the more recent ones have been integrating blogger outreach with affiliate which has helped both channels enormously. These are the types of relationships that are immediately available once we start thinking less like SEOs and more like digital marketers. It may not have an immediate SEO benefit but it has a profound effect on the client’s bottom line. In another case their affiliate mechanism allowed us to benefit both which was a real win.
In my opinion SEO is at a bit of a crossroads at the moment with a lot of agencies jumping onto the Content Marketing bandwagon and others sticking to the SEO specialist route. I’m excited that we have chosen the cross-digital integrated approach to help clients achieve their goals through a number of channels, not just Google.