Bees or flies?

“Search Engineering” by Jessica Tsai (CRM Magazine, July 2009). Beautiful. The theory is, why chase customers when they can find you? Yes, when done right it can work quite well. Search engine optimization (SEO), search engine marketing (SEM) and online marketing in general continue to be hot topics. Ms. Tsai does the subject matter justice.

One essential factors that is too often “overlooked” comes in one of the article’s sidebars:

Bad and Ugly SEO
Click fraud in paid search. Some reports indicate that one-third of clicks on paid search are fraudulent—the result of developers creating bots to click on competitors’ ads, raising those competitors’ costs.

We’d also like to add an AU caveat. SEO / SEM is not a panacea. It will not make up for a visually dated web design or a marginal user experience (UX). Nor will it fix a shaky business model, poor customer service, or a second rate product / service. SEO / SEM is a way to attract customers. The question is — Is what your brand puts forward best suited for attracting bees or flys? If you need someone to be your trusted and objective mirror please give us a ring.

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