SEO Inc. Blog

Why Companies Need a Diversified SEO and SMO Approach in 2011

Let’s be honest here, SEO (and organic online marketing in general) is changing. The main reason for this, well, it’s a simple changing of the guard. Google is still the dominant website to focus SEO efforts on, but there are some serious new players online that are attracting traffic numbers that rival Google, and this cannot be ignored. Who are the major organic traffic players now beyond Google? Some include Bing, Yahoo, Twitter, Facebook, MySpace, YouTube, LinkedIn, Wikipedia, Digg, Google Places and industry niche sites. This diversification in online traffic potential demands a well distributed organic online marketing portfolio.

Here is an example of what an organic SEO and SMO combined online marketing portfolio could look like for an online business that has a physical retail location.

While this concept was true in 2010, it is all the more clear in 2011. Internet marketing experts now recognize that they need to be optimizing for the websites that will result in the biggest return for their bottom-line, and that may not only mean Google SEO. Of course what we are talking about is an online marketing strategy that combines SEO, SMO and other methods of organic marketing outreach. Now, this may very well mean that Google is a part of your portfolio. While this is the case, it is hard to believe that a variety of other websites should not be considered. I mean, the numbers don’t lie. Take a look at Facebook’s most current figures.


So yes, Facebook is popular. We all get that. But that is not the point of us sharing these Facebook statistics. We are simply trying to convey the idea that just like your investment portfolio, your organic online marketing portfolio must also be diversified. Of course you should have a diversified paid online marketing portfolio too, but we will save that for another post.

Now it is impossible to create a general pie chart that will represent the traffic levels any online business can expect to experience from various organic marketing efforts (this is referring to the figure above). That being said, I have seen online businesses that have a similar organic online marketing picture to that demonstrated in the chart above. Overall, the main goal is to state that in 2011, if you just focus on Google SEO alone you will be missing out on a huge part of the pie. So make sure you have plenty of traffic slices generated from different websites to support your online business model.

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