There’s something to be said about the myths which surround SEO as an industry. In a way it adds a layer of ‘magic’ to the processes which can drive your website to the top of search. On the other hand, it allows the cheaters and snake oil salesmen to get in the door to respectable, naive business owners who only have half an idea.
Let’s face it, the world is going digital and online, the cloud is the next major leap forward as one of it’s goal is to eliminate the need for mass amounts of software on individual machines. Every major player in industry has recognized this fact, newspapers especially which have been hit substantially in the shift to online content generation and consumption. Radio and television have both added online content distribution to their industries, even going so far to use specialty content only available on their site to drive visitors. But they all know, the multi-million dollar advertising industries are slowly shifting their budgets to include online optimization in bigger and bigger steps.
Now if all of the big boys get it, that the world and it’s people are shifting online, what’s with all of the hesitation? Because unfortunately in the end business is ignorant and resistant to change. There’s short cut takers and cheaters in every industry, not just in the SEO/SEM world, and just like every other industry, when they’re caught, they’re thrust out into the light and are left to burn. The growing pains that the SEO industry is experiencing in Canada, Manitoba and Winnipeg in particular, is one of naivete. Winnipeg is a small city on the global marketplace, but with it’s geo-location it should be a significatly larger player that it is. All we need now is for the old, naive, ignorant and resistant guard to change, and let the youth take over. I’ve heard it said a number of times that once you’ve lived in Winnipeg it’s hard to really want to plant roots anywhere else. My reason why (unfortunately) is because Winnipeg just doesn’t change; at least not fast enough to be a global player.
Newspapers and other print mediums, even TV are losing a huge portion of their advertising revenue share to the web, most of these now own an online property where they are trying to make up revenue losses, is this too little too late?
There are many reasons that have made it hard for the traditional media company to compete with its own online web property and here are just a few of them:
1. The web has more competition:
Offline they are competing with only a few other newspapers/stations, but on the web they are competing with millions, the web has given everybody a voice for free!! Not everyone can establish a print newspaper or a TV station, but everyone can easily own a Blog FOR FREE, and if you happened to be a really good ad writer in a specific niche, you could well start to get your own audience.
2. The web is fast paced compared to traditional media:A few months in the web world is a very long time, so while those guys are strategizing for the next 5 years, a young 20 year old could come up with another Facebook or Digg, or may be another Google.
3. Should you care less about brand/reputation:
When it comes to the web medium, it is an open environment, expect criticism, spam and all kinds of other attacks, fear will get you know where, get rid of these fears and go online.
4. The low cost of getting traffic on the web:Thanks to paid search and search engine optimization; you can get instant traffic online once you have finished your website, you can also control the amount of traffic/money you want to spend every day.
5. The web has a huge user base:
Before the web there were millions of people who were unreachable by any media, the popularity of the web has created a huge user base where small ideas can find people interested them.
Is traditional media going to die soon?
It will not die, but traditional media should expect to lose more of it is advertisement revenue year by year, they have a solution, which is to convert more resources towards their web departments and try to hire some creative minds AND online marketing experts in order to;
- Drive more traffic to their online properties
- Enhance their brand
- Make it harder for smaller players to penetrate the market by continually growing your own online presence to catch any new opportunities.