Today’s post is from one of our favorite customers, Ethan Lyon. Ethan is an SEO Consultant at SEER Interactive in Philadelphia, Pennsylvania. You can follow Ethan on the SEER Interactive blog, Twitter, and Google Plus.
Before I jumped into SEO, I wrote marketing and business plans for small to medium sized businesses. These often entailed customer interviews, audience segmentation, need state analysis and finally, creative marketing initiatives broken down by cost and time.
My next job was doing SEO for a lead generation site. At the time, it was about how many emails could you send, how many directories could you submit the website into, and how many comments could you leave on PR 3 sites.
Why was I spending all of my time writing BS comments and submitting to directories that probably would never post a link when at the end of the day, I was marketing to people? Nothing changed from my traditional marketing to SEO positions, yet I was running around spamming the internet to get links.
The focus was on revenue and leads without ever giving thought to how that revenue and those leads were generated.
So, I want to go back to marketing’s roots and that is: PEOPLE.
- People sign up for your newsletter
- People buy your products
- People want more information about your business
People, People, People
It’s so simple, it’s embarrassing that I was running around spamming the internet when I should have used some of the traditional marketing knowledge and marketed to people.
People have unmet needs that search marketers overlook because they’re marketing to keywords, not people. People build relationships with brands that can last a lifetime. Do keywords do that?
The true irony is people tell Google their deepest, darkest secrets. In theory, Google knows people very, very well. I want to show you how to use the core principles of marketing and inject them into search optimization.
We’re going to use the corpus of knowledge about people that Google provides, free of charge, to inform our marketing campaigns. We’re going to use keyword research to segment our audiences, develop content to meet their needs and finally, find internal and external linking opportunities to promote that content.
Let’s start big.