Myth: “Google is becoming less important”
With all the hype around social media and the growth of Facebook and Twitter, many claim that Google is not as important as it used to be when looking at marketing on the internet. While it may be true that other big players are competing for Google’s traffic (and yes it’s true that Facebook has overtaken Google in traffic numbers), as a user of the internet ask yourself this question – if you want to look for a product, compare product pricing, find a review, research a company and so on, where do you go first? Typically all these web journeys still start with a Google search. Commercially speaking a Google search continues to be the most direct and targeted source of traffic. Also, with Google’s universal search (the way they blend their main search results page with video, social, shopping results etc) the search engine acts as a conduit to social media sites and video sites etc. Google still has massive importance and should be given maximum consideration when building a web marketing strategy.
Myth: “Search Engine Optimization (SEO) is no longer important”
This is absolutely not the case. What is true is that search engine optimization has changed. It is no longer just a technical exercise associated with optimising web pages with keywords. As well as this on-page optimization good SEO is now also about all of the ‘off-site’ online marketing activity required to generate traffic from other sources and thereby raising site authority via back link generation etc. “Off site” means social interactions, video marketing, guest blogging/commenting, online press releases, forum posts and so on (it’s not just social media). The idea being that you create lots of little “content magnets” all around the web which pull in traffic to your main site. The planning & research phase of an online marketing strategy is the most important step – and it’s also likely to be the the most overlooked!