This Is Not SEO
Why "SEO" can be misleading.

At Kick Point, we call ourselves a digital marketing agency. That's largely due to our desire to distance myself from the term Search Engine Optimization (SEO). Yes, we do that, but that's not all we do. Plus, the SEO industry can be kind of scuzzy.

Exhibit A is a spam email I received. Check this out.

My name is [redacted] and I am a Business Developer.

We are a reputed leading Web Development company in INDIA having the experience of getting our customer’s websites top in Google, Yahoo, and Msn and other search engine rankings producing high revenue with top page rank.

I assure you for the quality work and guaranteed rankings with these packages

Monthly task and Responsibilities:-

1. 500 Directory submissions
2. 40 Social Book marking Submissions
3. 40 Article Submissions (1 article x 10 article directories)
4. 10 Press Release Submissions (1 press release x 10 press release websites)
5. 10 Blog Submissions
6. 1 unique, 400 word article written
7. 1 unique, 400 word press releases
8. 15 One Way back links with mix PR
9. Meta tags changes suggestions
10. Keyword research
11. Competitor Analysis
12. Heading tag changes
13. Alt tag changes
14. Interlinking wherever required.
15. Keyword Density in site content.
16. HTML Site Map
17. XML site map and Submission in webmaster tool

Let me know if you are interested and I would happy to send you more details on this.

This is the digital equivalent of sending out fax blasts to a list you purchased (sorry if there’s people selling fax lists reading this blog, but come on, really?). This kind of crap isn’t going to build your business. There’s no relationship, there’s no engagement. You’re shouting into the wind.

This kind of crap isn't going to build your business. There's no relationship, there's no engagement. You're shouting into the wind.

Ask yourself these questions: Who is your audience? What do they do? What do they like? Where do they hang out online? I’m going to go out on a limb here and guess that it isn’t article directory sites. How can you talk to your audience and be their friend? How do you gain that trust that leads to a sale?

Go beyond demographics. Write a story about who you’re trying to reach. Tell me about that person’s life. Make them real. We call these “personas” and they’re like little character sketches of your typical and ideal customers. (Also: ideal doesn’t necessarily equal typical.) Let out the inner writer inside you and make these character sketches live.

Here’s a persona that I wrote for Kick Point:

Julie is the marketing director at a medium sized law firm, located in Edmonton. She's worked there for 2 years and finally has the partners on board to do something with their ancient website. She's asking her network for referrals for web designers and also wants to find out more about search engine optimization. She's read a few articles about it and understands that many of the firm's customers come by referral but they need to branch out more in order to hit their aggressive growth goals for the next 5 years. She's not interested in social media and only has a very private Facebook account as she's very concerned about security and privacy, especially where the firm is concerned. In her spare time, she runs marathons and is on the board of a charitable organization. She's married and has two kids, both in high school.

Once we understand who Julie is and what she does, we can figure out the best way to reach her. And that isn’t 500 directory submissions.

  • Sam Turri

    Short and sweet article on how the big picture gets missed in digital marketing. Thanks Dana.

    To me the challenge is getting people to believe in that big picture.

    Leave a reply

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