In one sense, marketing is about the projection of images. The best marketing campaigns strike a balance between the quality and quantity of images. In this view of marketing, quality and quantity exist on a spectrum from efficiency to inefficiency, and at a certain point increasing the effectiveness of one decreases the effectiveness of the other.
For example, a spammer works on the principle of nearly 100% quantity. Blasting emails to millions, regardless of the recipient's preferences, spammers care little about the quality of their image. Instead, spammers play a numbers game, hoping for bare minimum conversions: 1% or less. Sounds inefficient? Well, it is, in a sense. Yet a 1% conversion for one million emails is still 10,000.
Would you like 10,000 customers?
Perhaps. But if you're goal is a sustainable business, of course, spam is not the answer.
Spam comes at a cost: when you spam, the quality of your brand image is degraded. You might attract 10,000 customers, but you positively repel 990,000 others. This is why we refer to spam as the lowest level of marketing, and why we believe is it entirely inefficient.
In the SEO world, spam is considered a Black Hat technique. As we've noted before, Black Hat SEO is a set of duplicitous practices exploited by a webmaster to manipulate search engines. In the past, Black Hat SEO allowed websites to achieve top placement without performing the hard work of organic SEO. Black Hat SEO is increasingly irrelevant, but practices like keyword stuffing, link schemes, and duplicate content continue to haunt browsers. If you've searched for a legitimate product and landed on a spammer's site, you've been victimized by Black Hat SEO.
So what is the opposite of spam?
On the other end of the quantity-quality spectrum is 100% quality. The saying quality trumps quantity is pretty much accepted as doctrine across the world. Yet focusing on quality to the exclusion of quantity can be inefficient, too.
For this example, imagine a single human being: a CEO or brand spokesperson. This sole person might have an enormous persuasive power. The quality of his/her image is 100%. Yet, this person, by the very nature of the quality of his/her image, is necessarily limited in the quantity of potential customers he/she can reach. His conversion might be 100%, but if he only speaks to 10,000 people in a given year, his result is the same as spam: 10,000.
Of course, this is a simplistic view of the difference between quantity and quality, yet we believe it offers a helpful way to look at the effectiveness of images.
Another way to look at this equation is by the presence of Internet ads. Rather then simply plastering ads across the Internet, most advertisers prefer to reduce the quantity of images and increase the quality by focusing on Internet-based advertising. With Internet-based ads you refine the audience yet increase your conversion.
Ideally, the best marketing campaign strikes the perfect balance between quality and quantity. So how do you discover this balance in your own marketing campaigns?
Organic SEO is about connecting customers to products or services. For organic SEO, the first step in striking a balanced marketing campaign is to understand your customer.
Understanding your product and service is crucial, but understanding who needs/wants your product or service is often more important. By understanding precisely who you want to market to, you will dramatically reduce the quantity of the people you might otherwise market to--disinterested people who are likely to ignore your marketing.
Once you understand your ideal customer, you can begin to create images uniquely suited to convert that customer. This is all about quality: creating the best vision of your product for your customer.
We're huge proponents of carefully crafted content. For one view of good content, read "Content, Content, Content: The Key to SEO."
So how do you know that you've gone too far on the road to quality--is this even possible?
In our view, you should strive for quality to the extent that it does not compromise your customer service. If you're spending too much time perfecting your image, you might sacrifice the time you'd otherwise spend attracting the business you need to thrive. Worse, you might sacrifice the time you'd otherwise spend dealing with your current customers.
Although some SEO specialists would have you believe it, the practice of organic SEO is not all about esoteric SEO techniques. In reality, the best SEO specialists are marketers at heart.
A carefully-crafted marketing strategy is essential for any website owner who wishes to increase online profits. Of course, a website can be marketed in many ways, with a variety of images, but in our view organic SEO is the most cost-effective approach.
Just remember: your business and your product is your talent. The tedious work of SEO is best left to a professional. Why? The success of an SEO campaign depends on complex search engine algorithms—and the search engines change their algorithms about 500-700 times a year. The work of understanding and utilizing these ever-evolving algorithms is time-consuming. A high-quality SEO company understands how to do this work without wasting time.