Automation of Search Marketing Limits Effectiveness
Search engine marketers are always looking for technology to give them the magic bullet to beat the competition. However the history of the efforts shows they are ineffective or lower the efficiency of your search marketing. What's even more dangerous is that you may think you are doing something effective, whereas you are simply losing more ground to your competition.
When E-Power Marketing® started in 1998, submitting URLs to search engines was a necessity. There were automated submission programs that would submit your Website to "thousands of search engines." Can you name "thousands of search engines?"
For many years now, search engines followed links to find Websites and Web pages. If the search crawlers could not find your pages by following links, then the pages had no search visibility no matter how many times you submitted the URLs to search engines.
The same is true today. You can submit your site to Google and that will get you in the search index. But being in the search index does not in itself grant you search visibility. You need quality links pointing to your Website to have search visibility.
With links to your Website being so valuable, a number of automated programs to develop links are available. None of them have an impact on search visibility. Some submit your site to "thousands of Web directories." Many of these are FFA sites - Free For All. Not long ago, search engines penalized sites listed on FFAs. Today search engines ignore those links, and thus they give zero value to search visibility.
Other programs automate requests to exchange links between Websites. These have little impact. The stock letters are ignored by Webmasters. If you do exchange links with a site, the results may not work toward your advantage. If the site is not within your topic, search engines will not consider this a quality link. You could also be exchanging links with sites that have bad reputations with search engines which will hurt your search visibility.
Proper links need to be carefully acquired, one at a time. You need to offer content worth linking to, also known as linkbait. Then you must promote that content on the Web so your target audience notices it. If the content is strong enough, your audience will link to the content. Those user-generated links are the links Google rewards the most.
In the realm of PPC management, there are a number of automated PPC programs available. These may save you time, but they do not optimize the PPC program for maximum ROI.
You will find doing the nuts and bolts work of search engine marketing will pay off far better than relying on automation.
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