In defence of search
by Rob Stokes
Scott just pointed me to Matt Buckland’s post from the Blogger’s Indaba in Grahamstown. Matthew quotes Alec Hogg as saying “The important traffic on a website is your homepage… not all the “nonsense” that comes via search engines. It’s not loyal traffic”.
To a certain extent he is right, search engine traffic is less likely to be loyal than someone who comes straight to your homepage. But so is someone who buys your chocolate bar because it’s 2 for the price of 1. The art of marketing is to make the best of these promotional or traffic generation tactics to bring the right people to your site and then begin a relationship with them to build a level of trust so they become loyal customers over time.
Whether you like it or not, search engines drive online commerce. There is nothing nonsensical about that fact. It’s up to marketers to turn that traffic into profitable, lifelong customers.
PS – Alec you may be a bit out of touch when it comes to eMarketing but I have to say I really dig you. I love the Moneyweb Podcast as it’s one of the things that keeps me in touch with South Africa whilst I’m over here in the Big Smoke.
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