Next Generation Online Marketing: SEO is Dead

Don't get me wrong: Search Engine Optimization is still necessary. There would be no way to make your business appear in Google search results without looking up searchable keywords related to your industry and infusing them on your page. You wouldn't find web users looking for your products or services without luring them with well-written content that includes articles, blogs and press releases. No one would buy from you if your webpage looked amateurish or if your set-up wasn't conducive to Google's standards for skimming pages. All I'm saying is that there should be many more tools available to an online marketing company than optimizing a webpage with keywords and links. Several different shifts are already underway that makes change necessary for small businesses to survive in the dynamic online marketplace.

First, multimedia content is becoming more important. As you may know, Google is always changing the criterion for their top-ranked pages. Search Engine Optimization experts could go crazy trying to keep up with the never-ending switches... or they could finally accept that we're entering a new era of online marketing - one that depends less upon static content and more upon two-way dialogue between internet users and businesses. Videos, images, music sites and podcasts are becoming more searchable in Google and Bing.

Second, social networking is here to stay. When social networking sites first appeared, few people anticipated how popular Youtube, Facebook and Twitter would become, nor did they expect these sites to endure for the long haul. Now it's clear that the next generation of online marketing must appeal to consumer demands. A 2009 Forrester Research report found that social media spending will increase 38% to $3 billion by 2014. This makes sense, considering that Americans, on average, spend 17% of their spare time on social networking sites. Mobile marketing, online display advertising and search marketing will also continue to rise in the coming years.

Third, channels of communicating with people online are multiplying. As an online marketing company professional, I'm attending seminars and conferences all the time that focus on new ways to connect with consumers through the multimedia marketplace. Today's consumer is taking podcasts to the gym via iPods. They're watching video clips and participating in Facebook discussions on their cell phones. They're posting seller feedback in the Amazon marketplace. They're filling out email surveys to receive rebates and subscribing to newsletters for personalized content and special offers. They're commenting on blogs and reading reviews before buying. This is what the next generation of online marketing is all about.

Fourth, commercials are becoming less important and economically viable than online videos. Viral video marketing has proven to be a tremendous strategy for creating a word-of-mouth buzz - and at a fraction of the cost of traditional media! For this reason, my online marketing company has decided to pair up with Moviepals.org, a video production platform which has the ability to create original, tailored viral video, full-length feature films and series. When added to our current repertoire of blogging, podcasting, web design and social networking content development, we feel we can offer better packages to small businesses that are looking for greater exposure. Why spend millions of dollars on a 30 second TV commercial spot, when, increasingly, people are spending more and more time watching TV shows, videos and movies online?

Lastly, online marketing company professionals are beginning to amalgamate so that the strongest survive. As the Search Engine Optimization platform ages, many of the best media professionals are looking to connect and offer dynamic services to small businesses. In the past, you'd find one company for your copywriting needs, but you'd need to find another company to cover social networking, a second company for your online banner ads, a third company for web design and a fourth company for custom video production. Over the last two years, I've joined forces with past competitors to offer better services for my clients. Now instead of just offering web design, content and SEO, we're giving small businesses customized video production, social networking and customized new media online marketing solutions.

It's not enough to simply put out a few keyword-laden articles every few months or rewrite your homepage once a year. If you want to remain competitive in the new media marketing place, you need a comprehensive solution that involves multiple platforms and multiple techniques to reach people across all channels. If you don't have a Facebook page, a rewards program, an RSS subscription newsletter, a few buzz-worthy videos, journalist-attracting press releases, a company blog and an email marketing campaign, it's unlikely you will keep swimming.

Written By: Adam J. Morien
Adam J. Morien began OMNI Marketing in Denver, Colorado back in 2003 to offer small businesses professional-caliber web presence. In 2008, Morien linked up with author and SEO consultant Gord Collins to offer a better range of professional services. In 2009, Morien partnered with Israel Rothman to add more multimedia packages to the table. All the copywriters, web designers and video producers in the OMNI team possess four-year degrees and at least five years of professional writing, marketing and multimedia experience. Today OMNI Marketing services real estate agents, small business owners and corporate clients, offering both long and short term packages that can meet any budget or need.