Organic Search is a Traffic Channel, Not a Marketing Channel
One of my Principles of SEO is that organic search is a traffic channel, not a marketing channel. Whenever I say this, some industry veterans look incredulous or challenge my statement. Of course SEO is a marketing channel; how can an entire industry evolve around SEO without it being a marketing channel?
I stand my ground.
Search engine optimization is a set of best practices to apply to your marketing channels, online and, to some extent, offline. What is a marketing channel? It’s a conduit of communication between a business and its stakeholders. Marketing channels deliver messages. They create awareness, engagement, demand, and sales. They influence perception and reputation. You don’t put messages in SEO; you apply SEO to your messages. SEO creates traffic from organic search by making online marketing channels more visible.
Content Curator Peter Freer
Please feel free to follow me on Twitter @peterjamesfreer or connect on www.linkedin.com/in/peterfreer Peter Freer is a digital and social media strategist with deep experience in traditional agency branding and marketing communications for Canada's Fortune 100. Known as 'creative problem solver' by clients, he is a contributing writer and podcaster for PROFIT Guide's web and i-Pad application on technology and marketing for B2B business owners and entrepreneurs. Clients include Assante Wealth, LCBO, Oral-B and WIND Mobile. Peter is an undergraduate from York University and is certified in E-Marketing from Canadian Marketing Association. He is currently completing his MBA in Digital and Social Media from New England College.