I have finally succumbed – got all my courage together and ready to put my opinions out there for you all to judge....
Over the past three years I have noticed a number of changes within the search industry – SEO is really starting to get noticed – Last year it was all about PPC, but now I have noticed some subtle but interesting shifts...
Firstly in Asia we are predominantly recruiting SEO candidates who have experience managing large PPC campaigns and this trend has been happening for some time now.
I believe that the reason for this is due to PPC being the quickest way to generate traffic and is therefore the initial strategy undertaken when launching any campaign however it seems that over time as a SEO strategy is implemented and run, PPC then becomes less valuable and SEO becomes the more beneficial strategy used to drive traffic to a site.
Also on a side note the other reason maybe that the search market in Asia is a lot more mature, competitive and established and this sees some PPC campaigns specifically with large organisations set up some time ago running their course and needing only slight tweaks, reporting, analysis and set up for minor campaigns being the only other requirements. I am already seeing this with a number of large publishers whom Xpand work with here in Australia.
Finally, web sites are valuing SEO as a long term strategy as rankings remain long after a campaign ends and because studies have shown that SEO is viewed as more credible than PPC.
However don’t get me wrong, I love PPC and value what it allows businesses to achieve in a short space of time and for various marketing campaigns they are running.
But what does this mean for you?
I highly suggest that you continue working if you are not already with PPC and get qualified but at the same time continue to focus on getting involved with as many large SEO projects as possible where you are dealing with a number of internal stakeholders as this is what clients of mine are specifically looking for.... I’ll elaborate next time...
If you would like to connect or have any questions feel free to find me at the following locations:
Twitter: https://twitter.com/shairoitman
LinkedIn: http://www.linkedin.com/in/shairoitman
Email: shai@xpand.com.au