It has been said, if you want to succeed in business, find out where the world is and go there.
As a Digital Marketer, it should not be a huge secret that today, the world is on the Web. More precisely, Google.
What are they doing on Google?
Searching for what?
Searching for answers to their questions and queries. The very things are comprised of organic search results from targeted search engine optimization strategies.
But what if…
There Was No Google
Who would be finding your images in Google images?
Who would be finding your YouTube videos in Google search?
Who would be finding anything at all on the search engines?
In fact, a smart Digital Marketer would be asking if there even would be something called the web.
It’s all the rage today, and exactly where you want to be. But without search?
I think not.
But let’s go beyond what I think into the land of reality by examining how a world without search engine optimization would affect other key marketing strategies.
Why PPC Would Fail
Take PPC (Pay Per Click) advertising for example. Is it any secret that AdWords is the leader of the pack when it comes to that?
Sure, Facebook is all the rage with their own form of digital advertising, more on that in a minute. For now, stay with me.
So, who owns Adwords?
And where do they get their viewers from?
One of the major places is their own search engine though there are other options.
And how do people arrive on their search engine?
By using their interface to find what they are trying to locate.
Would you spend countless hours looking up an ad?
Of course, not, they are there looking up the free result details when the ads simply and deliberately get in the way.
But if no one was out there looking up the digital details they needed, then where would Google Adwords be?
Which is just the first point of why the world would end without search engine optimization.
Why Web 2.0 Would Flop
Let me take you back to a time before social bookmarking sites like Digg & Delicious existed.
It was a time before:
- Image hosting platforms like Pinterest and Instagram even existed
- Classified ad sites like Craig’s List were a place to be
- Yes, even before Facebook, Twitter, LinkedIn and, of course, Google
What existed back then?
You guessed it again, Google. And it was very much in its infancy. Even so, it provided search results that people turned to even with all the gamed results that displayed in their queries
Even then it was the popular place to be as its only real rival was the phone book.
Ummm, I feel the need for a quick definition here:
PHONE BOOK: Coagulated paper report containing business related details of residential and business data people would access before place calls from phone booths. Oh dear, this is going from bad to worse, let me get back to the safe zone.
Had people not turned here first and other sites like it such as Alta Vista, then the popularity never would have taken off to the point that digital media would become what it is today. Simply put, without search engine optimization the world as we know it would not have existed.
This being our second point investigated, it is time to go…
Back to The Future
So far, we have looked at why the world would end without SEO based on the past. It is time that we return to today for an even more informative view.
Today, Digital Marketers use Google’s search engine for many reasons.
Yes, yes Bing and Yahoo deserve to be mentioned too, just as do the others. That’s where you come into the equation.
What is your favorite search engine and why?
Leave your answer in the comments below and let’s see who wins in the battle of the search engines.
And while you do that, I’ll be here expounding on the virtues of search engine optimization as we know it today.
- A place where people can rely on high quality contextual results instead of keyword stuffed manipulative junk.
- A place where WordPress blogs, YouTube videos and even optimized Websites can see the light of day within the confines of free organic traffic that results in increased traffic results.
- A place where digital properties like meme’s and infographics can be promoted along with other types of images
A place where, well you name it, when it comes to digital media you want to be there.
Understanding Internal and External Differences
When people think internal and digital marketing they generally have visions of blogs and websites that come to their mind.
They are not wrong. They just aren’t completely right either.
Internal is everything that you are doing to work on a given entity.
Are you updating your Pinterest profile?
You are internal to Pinterest.
Are you putting up a new YouTube video?
You are internal to YouTube.
Are you building out your WordPress blog?
You are internal to your blog.
On the other hand, external is everything outside of that internal property which promotes the same. Two of the most common concepts to be considered here would be:
- Backlink Building
This is the process of linking from one web entity to other. The link does not exist within the created content.
- Citation Creations
While linking is all the rage for all sites, citations deal more with local business entities that are attempting to build a local client base for their local business endeavors.
Unusable Internal Search Engine Optimization Strategies
So, if there was no such thing as SEO in our world today you would be unable to create targeted pages of content to reach your audience based on keyword targets you have identified within your content.
It would be completely useless for you to:
- Create high quality content having 1000 words or more.
- Use bullets, numbers, headings, sub-headings and short paragraphs for easy visibility.
- Include CTA’s (call to action’s) that lead to increase bottom line ROI returns.
- Build into your creatives a tiered link wheel structure for increased ranking results.
- Optimize meta details including title, keywords, descriptions and tags.
There would be none of that and certainly no reason to create graphical representations, video presentations or slide integrations within your work.
Without Google and the associated power of search engine optimization for securing free spots on its engine the world as we know it would absolutely be over.
Broken External Search Engine Optimization Plans
I’m afraid the news does not get better from this point forward.
Without search engine optimization, there would be absolutely no reason for creating backlinks.
- Guest blogging would be out of the question.
- Social footprints would be some form of misbehavior.
- Web 2.0 would be next to Gilligan’s Island in rerun episodes.
The whole concept of backlinks would simply not exist.
So much for Google images or Flickr.
And where would companies like IStock Photo be?
Largely out of business would be my guess.
I know, there are those that remember the bad people. The scammers who used such technologies as link farms and such. They have backlinks a bad name.
However, that is no reason to throw the baby out with the proverbial bath water. Today, if you ignore backlinks you are absolutely shooting yourself in the foot.
The power available to connect you with the right person at the right time in the right way would simply be gone.
And that’s not all.
Citations would be things that cops give you for going 80 in a 30 MPH zone.
Online, citations are like dog tags for your web endeavors. They have far more power for those trying to reach a local audience with their local product or service.
It’s called local SEO.
And where would it be without the power of search engine optimization, especially on Google?
It would simply not exist.
My Own Personal SEO Testimonial
Back in the early 90’s I took a writing course.
My instructor told me I would be a hit because of the way I weave words together.
Perhaps I learned that while attaining my BA’s in Communication and Psychology from Seattle Pacific University.
I was the one that was joyfully looking forward to the essay parts of tests while everyone else seemed to dread their arrival with fear.
Of course, to every shiny star there must be a dark spot.
And there was.
While I loved to write, I didn’t much care for paper and pen. That’s why I got that word processing machine from Brother’s which, for me, didn’t last long.
- I took writing courses that cost $100’s but did not finish.
- I invested writing classes that never went anywhere.
- I loved the art but not the medium’s thereof.
Then came Google.
Then came search engine optimization.
Then came my ability to venture into new frontiers digitally and everything took off.
Today, I write for well over 60 publications and the numbers are growing. In all my outreach, I have only had 1 rejection and that from someone that simply wanted a different slant, which I was happy to produce.
My writing has come to life.
And while it’s true that it gets shared socially as well as on the search engines, I truly believe it simply would not exist without search engine optimization.
Not only would that make me sad. I’d be very very hungry, as this is what pays my bills.
That said, my own personal world would be over without the power of search engine optimization at the helm.
How has search engine optimization made a difference in your own web pursuits. Share your own story in the comments below.
Exploring the Future of SEO
We’ve seen the past, visited the present but what does the future with search engine optimization have waiting?
Will it continue to be the end of the world without it?
Will Donald Trump be a good President?
Only time will tell on both accounts.
While we can hope, and pray for the best, much remains a mystery yet to be unfolded.
However, what we do know is that organic search results are at the core of everything we do as Digital Marketers. Without them there really isn’t a need to move any further forward.
On that note, I recommend:
- Continuing to produce high quality content that delivers results on all levels.
- Appealing to your readers and letting the search engines play second fiddle.
- Entering niches that you know volumes about so you become the “go to” source.
No matter if you are talking about properties that are internal to your property or those externally promoting the same, do your absolute best to provide high quality everywhere.
It is your brand, your image and your reputation on hand.
Offer the quality others turn to with confidence and you can become the “go to” place people are searching Google to find.
Concluding Thoughts About Search Engine Optimization
So, as you can see, the world as we know it would end if we didn’t have search engine optimization at its foundation.
There would be absolutely no reason for Google or other properties.
However, beyond that, we would not need Web 2.0 concepts, PPC would be in the toilet and I personally would be living a life of starvation.
But now it is your turn.
How does search engine optimization factor into your life?
Leave your thoughts in the comments below and let’s plan the future forward.
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