Google Authorship and Google+ should be a major focus for SEO Experts. Or should it?
The interesting thing is that the SEO recommendations made by other agencies don't even mention Google Authorship or Google+. I will qualify this statement by saying that I have only seen these recommendations from three other agencies recently and that I will honour NDAs with clients and theirs with their agencies. The point is I have been asked to review the recommendations based on my involvement as Head of Online Optimisation for Izilla Search & Display. I am not saying that the recommendations were bad. I am just pointing out that there was no mention of Google Authorship or Google+.
This raises a question. Does the onus of raising the issue of Google Authorship and Google+ get passed to the Social Media Experts at an agency? Or, does it get passed to someone else? Why aren't the SEO Experts making these recommendations? We know Authorship Verification and Author Tags are going to have an ever increasing impact on organic search engine results. The linked article validates this statement.
Are the divides between the varying roles of SEO, SEM and Social Media Experts starting to blur?
My view is that the Search Engine Marketing (SEM) is a combination of Search Engine Optimisation (SEO) and Pay Per Click (PPC). Once you know what the business strategy is and you have mapped it to the KPIs or conversions that count in the Online space, you have all you need to start down the path of increasing quality incoming traffic by both SEO and PPC. I also firmly believe that the optimisation of a business’s online presence is driven from first having that knowledge of a business’s measure of success.
Whether you call it Conversion Rate Optimisation (CRO) or Online Optimisation, Online Marketing and Online Presence all starts and revolves around the business measures of success and agreed KPIs, which then inform what the desired outcomes are for any online marketing or web presence project. Yes I mean any web project! Even if a website is not facilitating a direct sale, or lead generated, it is there for a reason that can be measured and therefore optimised to do its job better.
I know, you are saying; “What has this got to do with SEO and Google Authorship?” Well I’ll tell you. I think today’s Digital Agencies need to stop selling services such as SEO, SEM and Social Media in isolation. Today a Digital Agency needs to start with Optimisation as the primary role and coordinate all of the other efforts with an overarching understanding of what the business is trying to achieve and make sure that the measurement of success is being tracked with Digital Analytics from the start and then and only then can the Agency make recommendations across the board.
This does present a problem for the client in all of this. The problem is that when SEO, PPC and Social Media are presented separately and billed in isolation, the ability to understand and gain approval for expenditure is much easier for the client.
My proposed solution: Digital Agencies and their Clients need to start with Online Optimisation as the primary step before embarking down the path of just SEO, or just PPC, or Social Media. The big picture understanding of an Online Optimisation Expert and their ability to understand the impacts of all the other efforts makes this a mandatory first step in all online marketing and online presence projects.