Should SEO Become SO?

I recently blogged about SEO becoming SMO. Call me fickle but in this podcast I suggest that SEO should become SO (search optimization). Whichever acronym you prefer, this is a healthy debate.

The demand for SEO services is at an all time high. A recent survey from B2B Online survey says that nearly one third of B2B marketers will spend more on marketing in 2009. 42% will remain unchanged in their marketing budgets. 62% said customer acquisition was their highest priority. The highest increase in marketing budget allocation in 2009 is going to online activities including search (50%) and social media (46%).

Given this trend of “search” and “social media” why do we still call search “SEO?” The answer is simple. It’s an entrenched term. Have you ever noticed that when a musician has a new release it’s still called a new album? But, it’s not an album, it’s a CD. The point is obvious. Some old terms just don’t die.

The point in this podcast is we should consider pulling “engine” out of search optimization. Searching on the web is no longer the sole domain of search engines. Buyers have the easy ability to visit all kinds of sources on the web to find information.

People who search on the web are still finding information from search engines as well as from other sources such as Technorati, Blogsearch.Google, DIGG, Stumbleupon, Slideshare even Twitter as well as vertical industry web destinations with blogs and other links to credible sources of information.

A related factor to this trend is the “social” culture of the social web. Users create content and express opinions about products and services. These contents and opinions shape buyer’s opinions and their decisions as they get shared prolifically on the social web. The interaction that occurs on the social web is dynamic compared to a search engine result.

I don’t expect SEO as we know it to dramatically change tomorrow. But, there are changes coming from Google in 2009. They recognize the shift in content on the social web and will display results of all kinds, not just websites. The websites with rich media will get the best results in Google and other search engines.

You could say that Google doesn’t just view their competitors as Yahoo! and Microsoft. They understand that people can get answers to their searches from many other sources on the web. So, like the old cliche goes rather than fight it they are joining the movement.

The point of this podcast theme: SEO becomes SO is that buyers are looking for information on the web, not only in search engines. Buyers get their information from various sources on the web. The culture or mindset of searching on the web has shifted and will continue to shift.

Have a listen to this podcast. Do you think I’ll get on Larry King or Anderson Cooper talk shows due to my radical suggestion?

I’m sure you have an opinion on this topic. Many people do…Let’s hear your opinion below.

@berniebay

Impact of Economy on SEO Services

On the date of this writing, the world is in a financial crisis unlike anything we’ve seen since the great depression (years before my birth).  Yet, I’ve noticed a very interesting trend in our business.  Lately, there is increased demand for our SEO services. 

I noticed the trend about a month ago when more inquiries and referrals started coming our way for SEO services.  So, I started asking prospective new clients what they are doing right now in the face of this economy?  The answer I’m hearing consistently doesn’t surprise me.

Most businesses across all industries are cutting expenses.  Some industries are affected more than others impacting the severity of their cutbacks.  Most marketing managers are being forced to cut marketing expenses. 

So, why are we seeing increased demand for SEO services?  Because marketers are cutting back other more traditional forms of marketing and relying more on the web to “find and convert” new sales opportunities.

Marketers are relying more on inbound marketing strategies through the web and it starts with search engine optimization (SE0) recognizing that when someone has found them on the web and contacted them, they are a potentially serious buyer.  In this economy, most sellers want to avoid wasting time with tire kickers and only spend time with serious buyers and the web is the most efficient medium to source out serious buyers.

While this is good news for internet marketing services companies like us, there is one word of caution I share with new clients.  I advise all client not to put all their eggs in the Google basket.

I inform all our clients that our web analytics prove that the top five referring sources of traffic to Find and Convert’s website include Google as well as other social media sites such as StumbleUpon, Twitter, Junta42 and Sphinn.

I advise all our clients to build a rock solid foundation in their SEO plan, and build out a social media marketing strategy on top of it for best long term results.  I’ve always believed we should “fish where the fish are,” and Google is not the only pond that has fish.  Focusing an entire internet marketing strategy just on Google would seriously overlook “other ponds of fish.”

Your thoughts?

Bernie Borges