Unless you don’t read, listen to, or watch the news (or talk to anyone at all) you are probably aware that the economy has been in the shitter for a while. Since we are repeatedly reminded of this fact it’s kind of hard to ignore it. Some may argue that the constant focus on the economy by the media is contributing to the continued malaise but that is a discussion for a different article. I am interested in discussing how the economy is affecting search engine marketing. More specifically I want to explore how it is affecting SEO and the way search engine optimization professionals are changing the value associated with the services they offer. For the most part traditional publications as well as digital media and search marketing blogs are extolling the virtues of search engine marketing but there are still issues with some in the industry devaluing their services in an attempt to gain new clients.
SEO is extremely valuable, especially in a recession
I have read countless articles that promote search marketing as an alternative to other online (and offline) marketing initiatives, especially in a recession. While I would argue that search engine optimization should be included in any marketing budget the point is that many marketers are realizing that it can provide positive long term ROI at a fraction of the cost of other digital marketing and traditional media. With SEO there is no media cost, you are simply paying for the knowledge of the search professional. Now some marketers have a hard time wrapping their heads around search engine optimization because of the fact that there is no media to buy. The somewhat abstract nature of SEO is sometimes confusing and even scary. This leads many marketers to devalue the worth of SEO and in turn leads many search professionals to lower their price just to win new clients. In the current economy this ends up hurting all of us and lowering the perceived value of SEO. Search engine optimization is extremely valuable and can benefit all websites in both the short and long term. Unlike other marketing efforts which stop delivering results when the budget is spent, SEO continues to deliver benefits long after the engagement is over.
SEO Whores devalue the worth of all SEOs
Too many SEOs are looking at the current economic environment and lowering the price of their service in an attempt ton win more clients. In doing so they lower the perceived value of their services and this hurts everyone in the industry. Quality search engine optimization requires deep specialized knowledge and a significant amount of time consuming research. Each engagement is going to be different so it’s not something that can be replicated from client to client. By lowering their prices these SEOs are saying that their specialized knowledge and time is not worthwhile and in a sense whoring themselves out to anyone with a few bucks. Search engine optimization is a knowledge based industry and that knowledge can provide a significant positive impact on businesses who utilize it. If you are a shitty SEO by all means be an whore because your services are not useful. Quality SEOs need to understand the value of the services they offer and price them accordingly. Don’t be a whore to compete with the bottom feeders or to combat the battered economy, charge what you are worth and prove your value to your clients. If you are good at what you do your clients will see the value of your service for a long time.
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