The Shift to “New Media”

March 24th, 2010 by Jennifer Dunphy

Over the past few years there has been a tremendous shift from traditional media and advertising to what is commonly known as “new media”, or online media. You can’t read an article about online marketing without hearing about SEO. There are many thoughts out there about what SEO is, and what it is not. Hopefully this article will debunk some of the SEO fallacies going around.

Search engine optimization (SEO) in its simplest form, is the process of improving the volume or quality of traffic to a web site from search engines via “natural” or “organic” search results. Not to be confused with search engine marketing (SEM) which deals with paid inclusion, typically referred to as PPC. Statistics show that the higher a site appears in the search results, the more visitors it will receive. SEO can target different kinds of search, including image search, local search, video search, social search, universal search and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work and what people search for. The goal of optimizing a website is to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.
The term “SEO” can also refer to “search engine optimizers”. These are companies such as Atlanta based Vayu Media, that carry out optimization projects on behalf of clients. SEO is an extremely dynamic and ongoing process. There are numerous pieces to the SEO puzzle. SEO can be offered as a stand-alone service or as a part of a broader marketing campaign.

Part of a broader marketing campaign may contain a Social media marketing strategy. This is a strategy that includes the use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service. Common social media marketing tools include, LinkedIn, Facebook, Flickr, Twitter , YouTube, Wikipedia, and Plaxo. Social Media marketing strategies help to raise the “organic” search engine results, and are a piece to the overall SEO puzzle. However, social media is just one of the pieces of the overall online marketing puzzle. To achieve the highest ROI, businesses need to have a targeted online strategy that includes SEO.

With over 1 billion unique visitors online, the internet is the most cost effective and efficient way for businesses to reach their prospective clients/customers. It is predicted that in 2010, U.S. advertisers alone will spend $11.4 billion dollars on online search marketing campaigns. Internet usage will continue to rise, as consumers find more ways to access the Internet. Online marketing is directional marketing, which means that consumers are seeking out businesses. They are online looking for your products and services. The only question is; when they are looking for what you have to offer, will they find you or your competition? Many businesses are hesitant to dive into the online marketing realm. They are afraid of the potential cost. My question for every business owner is; what about the cost of loss? Can you afford not to be visible to the billions of people that are looking for your products and services online every day?

Jennifer Dunphy
Vayu Media

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