I agree, which is why I turn to an expert like my friend and colleague Shawn Hartley when rolling out search campaigns for clients. At the same time, I do what I can to stay on top of the fundamentals of the business, so I can help advise clients on their best moves.
Odden recommends looking beyond Google; tapping the power of local, mobile, and social networks; and he thinks it’s a good idea to leverage paid search and native SEO to boost overall performance.
According to Vanessa Fox, creator of Google’s Webmaster Central and author of Marketing in the Age of Google, there have been several studies that show click-through rates, conversion rates and revenue are all higher when both organic and paid listings appear for a search. While many small business marketers assume that they should scale back investment in paid search once their SEO efforts achieve a top organic placement, companies that leverage both can realize significant benefits.
We spend a lot of time and energy building digital destinations. But, online marketing is not a “build it and they will come” situation. Success online requires many things—a great content strategy, consistent execution, a will to listen, plus the desire to serve customer’s needs and provide utility and/or entertainment. I think success also requires some push marketing like a search campaign to go with all the pull (i.e. creation of content that people search for).