"SEO is far from dead" says Sam McRoberts, CEO of VUDU Marketing and a widely published expert in the SEO field, but cautioned that "it’s changed so drastically that people really need to learn to think of it as less of a marketing tactic, and more of a branding play."
Forbes contributor Steve Olenski writes:
Investing in organic SEO is more important now than ever before, despite the current difficulty everyone finds themselves facing regarding the lack of organic keyword data and traffic. Your business definitely needs to have an SEO strategy in place if you are interested in succeeding in terms of online marketing.
Here are five that really stood out:
It still works.
First and foremost, the techniques employed to improve SEO still work. Even though data regarding organic traffic from Google was pulled fairly recently, the techniques themselves remain sound. Plenty of SEO case studies performed post-Hummingbird can verify this.
It is not going to stop working any time soon.
Based on the way search engines appear to be developing, it is not likely that SEO will cease to be effective any time in the foreseeable future. On some level, even audio and video searches ultimately depend on keywords the same as traditional text-based content; this link ensures the continued success of SEO techniques as long as it exists.
It is cost-effective.
Compared to the costs associated with other forms of online marketing such as PPC advertising, social media marketing, or purchasing leads for an email marketing program, SEO provides fairly good ROI. While PPC may drive more revenue and social media may be more important for your image, your organic SEO in many ways remains a bedrock of your online presence.
Search engines grabbing more market share.
Somewhere between 80-90% of customers now check online reviews prior to making a purchase, and this number is only expected to increase. It won’t be long before virtually everyone is searching for products and services online. Do you want them to be able to locate your business, or not? Without organic SEO in place, people will have a very hard time finding you and will instead find your competitors.
Not having a healthy content profile is damaging.
With each and every update to its search algorithm, Google and other engines change the way they look at websites. Things which didn’t exist a few years ago, such as social media indicators, are now given fairly high importance in terms of their impact on your rankings. Not building a healthy content profile spread out months and years is potentially damaging to your business, as it is one of the factors Google evaluates when looking at your site.
Any benefits gained from tactics and tricks don't last because search engines are always evolving.
The best SEO strategy is an organic SEO strategy. This involves understanding how to optimize your website content for search engines AND the people that are trying to find the content on your website. The real goal is to build a positive online presence that helps promote and build your brand.
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Source: Forbes - Steve Olenski http://www.forbes.com/sites/steveolenski/2014/03/26/7-reasons-why-your-business-should-invest-in-seo/
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