The term “SEO” is often used in the discussion of marketing tactics- a buzz word used to sound like you know what you’re talking about. But what does it mean? To take a more critical look at SEO, let’s flashback to the 1990s: overalls and fanny packs were in, Justin Timberlake had frosted tips, and SEO was new to the scene. Marketers at this time coined the phrase that stood for “Search Engine Optimization.” It suggested a working knowledge of search engines, so websites could be designed for their appeal before even Google had made its debut. SEO primarily focused on things such as metadata, meta descriptions, keywords, and titles. It included a small handful of things that would develop a website’s likelihood of being ranked and found on a search engine.

Now, since the establishment of Google and other major search engines and the internet’s rapid evolution since the late 90s, the rules have changed significantly. Everyone is familiar with the word SEO- it is thrown around loosely and improperly used in the context of today’s marketing reality. SEO is now a part of a much bigger marketing picture. And if you’re paying for this alone, you’re missing out as it will reach a point where it is essentially finished. Though there are ongoing things one can do for the maintenance of SEO, such as updating and adding content, this is all still just a small part of the much larger marketing picture.

Rather than SEO, we at Creative 7 Designs prefer to use the term SEM or “Search Engine Marketing.” This encompasses all of the ways in which one can enhance their online marketing presence and package. In fact, involved within SEM is what one would consider SEO, making up about 10-15 percent of a client’s overall marketing strategy. While we do not deny the importance of SEO, we advise that you discontinue your investment in a marketing partner that does only this as it plays a minimal role in what is necessary for your marketing strategy.

With SEM, we provide a broader approach that includes the optimization of digital signals and authority across multiple platforms such as location marketing, social media, and content development. In order to have a valid digital marketing plan, you need to discontinue your sole investment in SEO. This must be rightfully established as a small part of an overall marketing plan. As pop culture has significantly changed since the era of the Backstreet Boys, so too should our marketing tactics. There is so much more to be done for your business’s marketability as we see our digital world gain in complexity. Do not settle for SEO alone to give your business its best shot at success.