A lot of attention is being paid to search engine optimization. Less is being said about social search, but it is still out there. The problem that it causes is that less is being said about the brand. By analogy, imagine a discussion of heart surgery. Would you prefer the discussion to center around surgical techniques or show an understanding of the workings and health of the heart?
One of the articles I read this week explained the matter quite succinctly. SEO is one of the key points at which the brand is activated. I can easily extend that to social search. SEO is not strategy. It is a tactical element of brand strategy despite the hype. The implication is that the practitioner needs to understand the principals of brand management before setting to work. They also need to understand SEO in the context of the sales funnel and broader touchpoint management.
Presence in search is not enough, especially with Google’s third-party cookie deprecation and uncertainty over Google Topics and the quality of its lead identification. Unless using paid search, take it that a single impression low on the page will become the norm.
Even if using paid search, the single impression will have to do extremely effective work, as will lead capture and subsequent email marketing on the page that pops up.
The brand needs to resolve a need or a want. That need or want should, according to business logic, be targeted at a specific group of consumers because attempting to satisfy everyone will dilute the budget and results. In the same way, SEO must be time bound according to when use is most likely, Fast food, for instance, will not be purchased in large volumes, between midnight and 7 AM. The reason for use is also important. I am always surprised by Namibian tourism ads targeted at Namibians but formulated for inbound travelers, when the profitable market is inbound. Go figure.
What this all boils down to is elements of the differential matrix: who, when and why? Using those it is quite possible to write compelling meta-descriptions and split test them.
Social search becomes more complex as the content of the post is a filter before the site. However, the content must be designed with site interaction in mind. The potential depth of the social media does allow for more effective prompts for interaction and can, under certain circumstances, be used as display advertising.
The interesting thing about the evolving culture of SEO is that it is leading to greater awareness of the need to activate. I have never been a great fan of a brand for the sake of a brand. The chain is that the brand must support marketing and that, in turn, must lead to transactions. Call me old fashioned. If an activity doesn’t lead to transactions, behavioral change or footfall at the very least, either go back to the drawing board or don’t spend time and money on it.
The trend that I am beginning to see is greater emphasis on the website, the email newsletter and use of social search as a site activator. All that points to greater accountability. I don’t think time will tell me wrong.
In case you are wondering, other key points for activation are above and below-the line media, experiential, such as in-store mechanisms, sampling, events, and existing customer referrals.
*Pierre Mare has contributed to development of several of Namibia’s most successful brands. He believes that analytic management techniques beat unreasoned inspiration any day. He is a fearless adventurer who once made Christmas dinner for a Moslem, a Catholic and a Jew. Reach him at pierre.june21@gmail.com if you need help.
