MANILA – November 4, 2013 – With the digital landscape constantly evolving, adapting is key to survival in the online race to win audiences.
"If you’re still doing the same SEO stuff from last year, you’re no longer doing SEO," said Daniel Turner, co-founder of Mercurian Media.
According to Turner, the internet is still in the wild wild west stage. While this has its disadvantages, it allows SEO newcomers to catch up. "Every year, you have the ability to step up and become an expert. By constantly changing, it gives you the greater opportunity to be at the forefront of your industry," Turner said at the 7th Search Engine Marketing Conference 2013 on October 31.
In his session on linking paid, owned, and earned media to PPC and SEO strategy, Turner stressed that integrated marketing is something every business has to master in order to become successful. "Integrated marketing means every single activity you do has an impact on everything else," he said.
Turner likened organic traffic to gold in the story of Midas. "What seems as a great t can also be a great curse," said Turner, who shared that he did not believe in organic as much as he used to.
"Organic traffic makes you lazy… 80 percent of our revenue is from paid sources, which means it’s controllable and scalable," he said. Still, it’s important for companies to do both. "It costs you a lot, but you still need to do it. You have to do organic. You have to do SEO," he said.
Turner shared tips for integrated marketing, such as the revenue per click to cost per click ratio. According to Turner, this is ‘the one number’ – the single metric to run a business by.
When it comes to paid marketing, Turner said Adwords is king. "You can spend a dollar and make a dollar, or you can spend a dollar and make 10 dollars. The difference is skill," he said.
Closing his session, Turner shared the following key takeaways:
- Be in every profitable area of your market.
- Successful companies share all data.
- Paid should be the cornerstone of your campaign.
