What’s in your wall…. - er Online Strategy

Posted on | January 15, 2008 |

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I have been trying hard to avoid wading in on the epic battle between the camp firmly convinced that SEO is the only way to go versus PPC being the only way to go. Many have suggested they can work together but after meeting today I am convinced the conversation is not close to finished.

I don’t want to wave a finger - oh I guess I do but I believe the PPC camp is the issue. I find that the SEO folks I talk to see value to adding a PPC program “where appropriate”. I do however believe that too often the PPC camp is telling folks that PPCis “THE” way to go period.

Alternatively some folks I speak to are not telling all of the truth. Come on lets get over it - there are times that PPC makes sense and times when SEO makes sense and in most cases a dash of both would be the correct strategy. Let us get back to what are the goals of the client and risk versus cost versus reward versus timeframe and expectations and numerous other factors that should be considered. If your clients don’t know then it is up to you to educate them “all” the way not just to sit in your camp so they can buy more of your services.

Speaking with an attorney today who is spending $1500 he tells me his PPC provider (nameless for now) tells him that for his type of law most actual buyers won’t use the results from the organic side and “really” trust the paid portion more - based on???????

And this is a practice who has spent nothing on optimization - give me a break.

By the way after an hour of education and a discussion about goals we are now talking about an online strategy that takes into account all aspects of moving forward. There is so much money being moved online lets stop quarelling - educate and serve the clients right so they can buy with confidence not feel that every time another “Internet vendor” comes along they get another story. If you don’t know then find out.

My rant is complete. I feel better. Wish I felt better about all those prospects out there with partial knowledge and making important decisions on how to move forward.