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Internet Marketing and SEO Blinkering

When it comes to Internet marketing (IM), many become blinkered to the existence of anything else besides search engine optimisation (SEO). And, while SEO is at the core of an effective Internet marketing campaign, there are many other essential features as well.

This general notion is supported widely across the industry.

According to Pete Kennedy, managing partner of Main Street ROI, the top mistake made by local businesses in their IM campaign is that of "relying too much on SEO" (Marketing Weekly News, 2012).

It's not enough to attain top rankings. There are many other factors that come into play that promote the attraction of highly qualified leads and sales conversion.

Apart from rankings, prospects must click on your listing to visit your website, make enquiries, and then convert to become a customer. Consequently, a successful Internet marketing campaign must promote these actions as well.

It is important to note that:

  • Internet Marketing is not solely search engine optimisation (SEO).
  • SEO involves applying techniques in order to achieve high search engine rankings for targeted search keywords. It can include both on-site and off-site optimisation.
  • In general, Internet marketing is the art, science and practice of marketing a product or service online. The major objective of an IM campaign is generally to promote sales and increase profits.
  • Apart from SEO, Internet marketing can encompass a wide range of activities , such as website design, pay-per-click (PPC) marketing, affiliate marketing, email marketing, display advertising, directory submissions and content marketing.

In summary, businesses should note that, although SEO is a pivotal element of a successful IM campaign, it must work collaboratively with other marketing elements. Focusing just on SEO can lead to disappointing results and a poor return on marketing investment dollars.

References

  • Electronic, Internet Commerce; Main Street ROI Reveals Top 3 Online Marketing Mistakes to Avoid. (2012, Jun 2). Marketing Weekly News: 880

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