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Putting SEO into Perspective
April 17, 2007
In random fits of uncontrollable self-importance, SEOs (myself included) sometimes get quite a rush when they consider the power they believe they wield over SERPs. But in a recent conversation, I had a chance to put that power into perspective.
A few months ago, I was talking with a VP at a large agency who handles PPC (along with having a hand in offline media) for a large organic client of ours. We were lamenting that despite the strongest rankings ever, along with really current keyword research and a constantly fine-tuned PPC campaign, traffic was lower than expected.
And it wasn't just us. He had some nice, subscription-only Yahoo Buzz Index charts showing that industry-wide, there was less demand than usual for the important terms we targeted, even after adjusting for seasonality.
Finally, he shrugged it off. "Well," he said, "I guess what I need to do is to get more people searching for this stuff."
And he did.
SEO capitalizes on what people search for. This guy dictates it. Now THAT'S power.
see all posts by Erik Dafforn
posted by Erik Dafforn at April 17, 2007 11:48 PM
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