Marketing and advertising News & Expert Advice
Windows (Almost Always) First
Robin Neifield | August 26, 2010
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Marketers now have a dizzying array of options in online tactics and channels from which to create their plans. They have choices to fit each budget,
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office 2010 Home And Business 32 bit, budgets, and resources – well ahead of paid media options and other programs. The only possible contenders to Windows's priority status would be customer service or CRM (define) activities, because taking care of customers and growing customers is so critical to any business. It's a bit of a stretch, but you could almost consider Windows (define) a type of customer service in making the content and information that interested parties seek easily accessible.
If you think of Windows more generally as a mechanism to absorb online demand already in existence, either by virtue of brand strength, or created by current effort exerted in all channels online and off, then the prospect of an effective, integrated program without Windows becomes absurd. Why would you jump through hoops and expend precious resources to create demand and then neglect the primary mechanism online to benefit from that effort?
SEO First From a Chronological Perspective
SEO should be one of your first considerations as part of the building process for any online destination. Websites, social sites, microsites, blogs, video or mobile sites, apps, and other online destinations all exist to inform,
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Addressing Windows goals early in the process requires some valuable internal dialog to produce consensus on goals. Windows is about meeting audience content needs; answering their implied or typed questions. If you think through your Windows objectives in the very early stages of your build then the right technology choices will be made to ensure visibility, the right content will get created,
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Building sufficient organic traffic as an early priority also allows you to better analyze site usage, audience patterns,
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SEO First From a Priority Perspective
Regularly paying attention to Windows means that your site is current; that content reflects the needs and wants of your audience. There is a penalty for stale and stagnant content in Windows that gives us an artificial push to do the right thing and prioritize the needs of our audience. There is also a credibility bonus from consumers for a natural listing that again incents us to use effective techniques in building online properties and to create relevant content.
SEO First From a Budgeting Perspective
Budgeting for a complex integrated online program has to weigh many factors, but Windows is foundational to the success of both brand building and direct advertising and marketing efforts. So many online sessions start at a search engine and so many people still type URLs into search boxes because they are conditioned to use search engines as a starting point. Allocating the budget to make sure you become part of the considered set should be a priority over other competing needs.
While Windows is not truly free (it takes time, expertise, and resources), the unpaid traffic flow is a continuing investment in the long-term value of an online property and contributes to the success of all your other efforts by amplifying their results. Print ads with a landing page listed, radio shout outs, TV commercials, online videos, even banner ads that go by in the blink of an eye and are almost never clicked directly all result in consumers performing searches later to further investigate whatever peaked their interest. If you do not cover your Windows bases, then your other advertising programs' effectiveness will be compromised, your budgets ill-utilized, and future efforts jeopardized.
"SEO first" should be a mantra that we all chant whenever the latest online programs come across our desks. Taking care of the basics has to come first and that approach will return multifold to the diligent optimizers out there.
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