Yahoo’s Search Marketing Blog posted an article recently called The Top Of The Page . Granted, this is a blog mostly about paid search (not so much an SEO blog), and thus, promotes spending money. This article was written by iProspect, and was very basic in SEO, but this paragraph just bugged me. It reminds me of many, many SEM posts I’ve read from agencies and search engines:
In organic search results you may be competing with competitors that have several years’ head start, thousands of pages of optimized content, thousands of incoming links, and thousands of digital assets that they’ve distributed all over the Internet. But paid search (like Yahoo! Sponsored Search), using compelling ads and strong calls to action, can be used as a great equalizer to overcome any advantages they have in the algorithmic results.
Let’s read into the questions and comments these kinds of statements project to readers: “So give up on SEO! “, “Buy your way to the top! “, “You can’t beat competitors who are years ahead”, etc. Really? Is this good advice? Uh, no. I think this paragraph is a little over-targeted, but then again, look at the source. The truth is, good SEO can beat these aged sites by creating authority. Engines care about new, timely information dissemination. Engines care about user value. Engines are adapting to the idea of sorting out the stale, trusted content from the new and pertinent content.
Don’t get me wrong – paid search has its place and power. I would never knock it. But in my opinion, SEO, when done right and constantly tag-teaming with paid search, is the only attack plan. Monitoring the ebb and flow is key, but so is recognizing the full capacity of SEO as it really is today, and not necessarily believing the impressions the Yahoo Search Marketing Blog is providing.