Search Engine Optimization, or SEO, has frequently been referred to as voodoo magic… All right, maybe only frequently called that by me – but nonetheless, I find myself preaching SEO relevance more and more in every conversation. Whether it’s in building a supporting Search Engine Marketing (SEM) campaign, or display advertising campaign, or even social media strategies – my message is always the same: Forget what you were sold 5-10 years ago about SEO, it’s now all about relevance. (For the record, it’s always been about relevance – that’s just not what you were sold before.)
Many of our clients and colleagues have been asking how we got to the number one listing on Google for the search phrase Interactive Planning & Buying (see results on Google) . The reality is, that’s what we do, so it is probably the most important page listing for us. When you go to our interactive planning & buying page, you’ll notice one thing: Relevance. What you won’t see is 50,000 links pointing to the page; meta tags flooded (read: spammed) with the same words over and over; body content that tries using the terms Interactive Planning & Buying so many times that you have no idea what the page reads.
The page is about relevance, and so I’ve been imploring our clients to quit worrying about what the old SEO companies used to be selling and focus on what the user experience should be. Make it a relevant and resourceful read, and you will be rewarded. If you don’t believe me, try paying one of those firms thousands of dollars a month for your guaranteed search results, and just see where it gets you.