Today’s search landscape is moving closer to understanding your intent on demand, and in some instances, delivering results before you even ask. In addition, the number of search queries continues to grow. Based on data from comScore, there were just under 20.4 billion searches from desktops alone in March 2013.
How can companies use search (or more specifically, Search Engine Optimization, commonly known as SEO), and the different mediums of marketing, to further their business objectives? Here are some inspirational quotes from top SEO experts, pulled from the ebook, SEO Experts Reveal the Truth About Marketing.
"On a broad scale, I see SEO becoming a normalized marketing tactic, the same way TV, radio, and print are traditionally thought of as marketing tactics." ~ Duane Forrester, Senior Product Manager, Bing
"Social is the way our work gets discovered. Content that is truly exceptional, unique, and useful can earn tremendous awareness through social media, and that social amplification often leads to great links, which leads to great rankings." ~ Rand Fishkin, CEO/Co-Founder, Moz
"What continues to plague search marketers is the adherence to old-think issues: 'Content is too hard to create.' 'Links are too hard to build organically.' This type of focus blinds you to more important things." ~ Duane Forrester, Senior Product Manager, Bing
"The days of SEO being a game outsmarting algorithms are over. Today content strategy and valuable, sustainable strategies are essential, not just tricks and links." ~ Adam Audette, Chief Knowledge Officer, RKG
"We should be thinking about social and search as channels that need a unified approach, because the best content should appeal to both channels and the cross-over benefits/economies of scale are potentially huge." ~ Will Critchlow, Founder, Distilled, Inc.
"Social networks are a terrific window into human behavior; you can judge what a niche responds to and market to it more effectively by watching for trends and interacting with influential people in the network. ~ Debra Mastaler, President, Alliance-Link
"Social media is about connecting with customers in a meaningful way - a way the customer determines is meaningful." ~ Duane Forrester, Senior Product Manager, Bing
"A company that builds a loyal social following has a built-in army to promote their content, day in and day out. That content will get shared, get links, send social signals…all of which can't be a bad thing." ~ Wil Reynolds, Founder, Seer Interactive
"If search is amazing for knowing a person's intent, social media is amazing for finding out what's important to people, and what's important to people they're connected to." ~ Adam Audette, Chief Knowledge Officer, RKG
"[Content Marketing] a more competitive environment certainly, but those who have real empathy for web users and influencers AND have the SEO skills to infuse their work with great keyword targeting, search accessibility, etc., are going to have ongoing success." ~ Rand Fishkin, CEO/Co-Founder, Moz
"Content comes in many forms; we tend to think of written content when the term is used, but the reality is, video and image content can be more useful when it comes to influencing search and social results." ~ Debra Mastaler, President, Alliance-Link
"People will come to your site because you have good compelling content. You need to hit it from all angles: blog posts, articles, graphs, data, infographics, interactive content - even short pictures when you Tweet." ~ Chris Bennett, Founder/CEO, 97th Floor
"If there's a lot of buzz around one form of marketing, I tend to look for what makes it effective and use that information to branch into a different promotional area." ~ Debra Mastaler, President, Alliance-Link
"Here’s the thing: the term 'content marketing' is just a rebranding of what good digital marketers already know and have been acting on for years." ~ Marshall Simmonds, Founder, Define Media Group
"Content marketing needs to be at the heart of your SEO efforts. It has always been that way, but is even more so now because Google is so much more effective at understanding the context of content and how it is shared, etc." ~ Chris Bennett, Founder/CEO, 97th Floor
"Social media marketers that partner with their search marketer counterparts are finding success by focusing on the content that fuels social media activities and analyzing trends to unlock opportunities and maximize impact and revenue." ~ Jim Yu, CEO, BrightEdge
"Stay focused on creating engaging content experiences and impress visitors with thoughtful usability, making their job (answering their question) easier." ~ Duane Forrester, Senior Product Manager, Bing
"It is no coincidence that the increasing focus on content marketing closely follows the significant Google algorithmic changes aiming to give users a better search experience." ~ Jim Yu, CEO, BrightEdge
"Content is ANYTHING that creates a compelling experience. But it's so much more, because you quickly realize that you can't really know which content types to create until you understand which content types people want." ~ Adam Audette, Chief Knowledge Officer, RKG