By Marc Purtell | Director, SEO
Editor’s note: This is the eight post in a 13-part series on the newest search marketing strategies that will enhance your brand’s search strategy. All 10 search strategies, including 3 bonus search strategies, can be downloaded in our new report, “10 New Ideas for Enhancing Your Brand’s Search Strategy “. Download here.
In the early days of search marketing, many advertisers mistakenly thought of organic search traffic as free. They would build a website, design the user experience, and sometimes make the basic technical tweaks to be properly categorized by the search engines. The strategy for optimizing organic rankings was mainly “set it and forget it.”
This put SEO efforts in stark contrast with paid search marketing, which involved relatively large investments that were actively managed and optimized. As the competition for the search audience increased, savvy online marketers realized it was not only possible but necessary to actively manage and optimize both their SEO and paid search programs. This led to the second phase of SEO marketing: active management of organic rankings.
Best practices for organic search emerged. Practitioners started actively managing on-site technical aspects like site structure and meta tagging. They began ensuring appropriate configuration of existing and new content. For example, they started managing the density of attractive keywords in content and proactively developing inbound links to build authority.
As a result, SEO efforts have evolved from a technical discipline to a marketing discipline. With this evolution came the need for additional resources and expenditures to support the ongoing content optimization and link building efforts required to maintain high levels of organic traffic. According to Econsultancy, more than $1.5 billion was spent in 2010 to maintain “free” organic search traffic and keep the competition below you on the search results pages. (more…)