Search Asserts its Place

April 17, 2012

Is SEO is relevant? We admire the SEO folks’ creativity, as demonstrated in Search Engine Watch’s “Integrated Marketing: Why Search Needs a Large Seat at the Table.” In the write up, writer Eric Enge discusses a panel on Integrated Marketing he attended at this year’s SES New York conference. The article asserts:

“Yes, we’re in the business of harvesting demand, but search should have a large seat at the table for the following reasons:

  1. As our culture becomes increasingly digital, search represents one of the largest channels for harvesting demand created by traditional marketing.
  2. Search can harvest demand that traditional marketing didn’t even try to create. This may the single most important benefit of search.
  3. SEO deserves a large seat at the table because it may provide the most profit in the long run, which creates cash flow to fuel future programs and growth.
  4. Ranking in top positions on generic search terms has a large brand impact.”

Hmm. I see a bit of supposition in there, and some points that might simply become outdated soon.

Enge laments the perception outsiders have that the search marketing industry is all about harvesting. Well. . . yeah. See one and two, above.

Cynthia Murrell, April 17, 2012

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