When SEO no longer matters

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SEO is one of those topics that marketers haul out of their kitbag as a magic potion to improve your ability to win business. The theory runs that if you’re not on the first page of Google search then you’re irrelevant. There is truth in that but assuming page rank is all that matters is foolish. What happens when you’ve got your website SEO’d to the nth degree but the information people see is of limited value? Dave Stephens, co-founder of Coupa talked about this a while back. What he says makes a huge amount of sense:

…brand identity can’t be sacrificed for site traffic.This isn’t an indictment against SEO – and truth be told we are now working to improve our rankings on the new site. But this time it’s with our eyes wide open – knowing that uniqueness in our market – and making information gathering incredibly convenient for our prospects and customers – trumps moving up a spot or two in the rankings.

It’s easy to be sold on the idea that SEO is paramount but value delivered is much more powerful.

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Tagged as: Coupa, google, Marketing, PageRank