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Lee Odden

Holistic SEO Strategy: Zone or Man to Man?

By Lee Odden     Business of SEO, Online Marketing, SEO

In a recent conversation with a big brand company conducting their search marketing vendor selection process, I was asked what “our angle” was. What makes TopRank different from other SEO firms?

The question was followed up with the observations that other SEO vendors this company had talked to all seemed to distinguish themselves by focusing on certain aspects of search engine optimization. Some focused on content, some relied on links and others focused on code and the technical side of SEO.

I am a fan of the adage, “Fact tell and stories sell”, so whenever I can, I like to use an analogy or story to explain things. Hence came the “zone or man to man” idea to explain tactical versus holistic search engine optimization.

When SEO companies focus on specific tactics, it’s kind of like playing a man to man defense. That’s great for certain situations, but if you become over reliant or play to close on any one set of tactics, a major change in the search engine algorithms will get you burned.

I’ve heard similar sentiments about over emphasizing specific SEO tactics articulated by prominent search engine personnel such as Matt Cutts and Tim Mayer at SES and Pubcon conferences.

TopRank takes a holistic approach and following the analogy, I guess you could say it’s similar to a zone defense. We adjust a mix of tactics including content and code SEO, links, public relations, PPC and various online media according to the situation. Major changes in search engine algorithms do not affect our client campaigns as much because we are not relying on any one tactic to drive traffic. Think of it as not putting all your eggs in one basket.

At the core of a more holistic SEO strategy are a set of fundamentals that rarely change: A crawlable site with fresh, themed content focused on providing value to the visitor and the never ending acquisition of relevant links from authoritative resources.

I know the “zone or man to man” concept is a bit lacking in the analogy department for explaining tactical versus holistic SEO, but you get the idea. :)

What sorts of analogies have you used to explain search engine optimization? What examples or stories have you used or heard that have been effective?


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