When you think about SEO in your marketing plan, what’s the most important piece? Well – that’s a bit of a trick question, actually. When you’re just starting out, many marketers make the mistake of focusing on a single traffic source or type of traffic source to direct all their efforts toward, but one of the best B2B marketing tips that we can pass along to those beginners is that multiple traffic sources spell success. Focusing on just a single traffic source – particularly if you’re only focusing on organic SEO – has the potential to really hinder your business’s success rate when it comes to driving traffic to your website. There are a variety of reasons for that, but in the end, they all boil down to one thing: what if it stops working? Then what do you do?
Diversifying traffic should be the name of the game for your business’s SEO efforts. Getting good numbers from organic SEO traffic is fantastic, because you’re not paying extra for it and it’s clear indication that you’re doing what you need to do in order to reach people searching for your products or services, but it’s not 100% reliable for the duration of your business’s life – even a single change to a search engine algorithm has the potential to knock you off your perch and have you starting from square one all over again. Furthermore, you can’t control what people are searching for or when they search for it. During economic downturns, changes in buying trends, changes in popularity trends, and even changes in seasons, your traffic numbers can take a big hit if people simply aren’t searching for what you’ve got to offer.
Should any of these mishaps happen, you need other traffic sources to take up the slack, and if you’ve only been focusing on one, you’re behind the game. A good SEO plan – and a good marketing plan, in general – is one that makes use of all available traffic sources to keep up a steady stream of visitors to your website. By combining organic SEO tactics, social media marketing, and paid traffic sources like Pay Per Click, you’ll always have something to fall back on should one source dry up temporarily (or permanently).
Owner, Stockmann Law
CEO, Pearls Premium
VP Marketing, All Metals Forge Group
Todd M. Grant
Vice President of Marketing, LogicBay