I was recently asked in an email why I consider SEO a marketing channel. Among several things, good marketing and advertising work to get messages out about the value of an item, and provide you with information. Most subscribe to this definition. Marketing helps those who are interested see if they really want and need it, and helps inform producers.
So does Google.
SEO helps those people who have interest, and are qualified enough to make a digital inquirey, find this information. SEO also helps create that two way, open engagement that more people are expecting of the maturing internet.
I work with a lot of huge brands, typically in the ecommerce space. It all holds very true for them. Doing SEO work is about caring for the customer more than the product. Hopefully the product was made with an audience segment in mind; SEO is bridging the gap using the internet’s elected hub – Google.
Yes. It’s textbook marketing taking you back to college. But it’s breathing on land now, and doesn’t require gills. The nervous system hasn’t changed. The song remains the same.
Once you make the site technically crawlable and findable, you need to make it work. Sure, you can pass it off to merchandisers or usability or any other group that should have an interest in what to do with the search traffic you deliver, but they won’t know what brought them there like an SEO will.
As far as I’m concerned, marketing is part of the broader definition of SEO in the modern age, still keeping it your most powerful acquisition channel by far… If done right.