Everybody pays for SEO and web traffic, one way or another. It may be in time writing blog posts. It may be in favours from family and friends with varying levels of expertise and availability. It may be in AdWords and Facebook Ads. It may be the hidden costs of low rankings caused by out-of-date “tricks” that used to work.
Everyone who wants to be found on the Internet pays.
Not everyone gets value.
The concept of Inbox Zero was introduced by writer and speaker Merlin Mann. According to Mann, the zero is not a reference to the number of messages in an inbox; it is “the amount of time an employee’s brain is in his inbox.” Mann’s point is that time and attention are finite and when an inbox is confused with a “to do” list, productivity wanes.
Just to set the scene a little. We have all got spam emails from random SEO companies in our time.
In fact, with all of our clients starting an SEO campaign with us, part of our process is to warn them that getting these emails is a sign of greater visibility and that the work that we are doing is already working. Once you get to Page 3 or Page 2 for your keywords or sign up to local directory listings, many of these spammy companies (who are monitoring the search results with automated software) drop you into their database and start emailing you.
A lot of so-called internet “experts” are spruiking digital bullshit that’s creating a whopping pile of impossible expectations.
Picture this: the business owner or marketing manager is sitting in front of a digital strategist/marketing guru and listening to a barrage of technical information that is based on very little expertise or experience. It’s one thing knowing the technical side of things, it’s another thing to have the deep understanding of marketing strategy along with the years of experience necessary to make the technical stuff deliver real business results.
I’ve heard this a lot recently and it’s a frustrating start to any real conversation about SEO’s place in the marketing mix. It’s easy to blame the SEO company and a new and unruly industry where constant change is a given. Yes, there are players who will take advantage of the complicated nature of the service they deliver. But it’s also about being an informed purchaser of one of today’s essential marketing services, so…
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