Now that social media sprints alongside the veteran pacers of SEO, paid and organic search, site owners have yet another lane they need to be running personal bests in if they are to make the podium of ranking glory and achieve conversion gold! Recent surveys suggest that the savvy elite recognise that outsourcing is the way to build track records and trusted web presence.
According to recent search marketing studies, there has been a shift away from businesses trying to handle the growing complexities of a rapidly evolving online marketing environment themselves, inhouse, to outsourcing to experienced web marketing agencies. Figures show a 7 per cent reduction in the last 12 months of companies managing their own SEO keywords and PPC paid search campaigns and running social media inhouse, too.
Inevitably, nearly half of respondents cited lack of sufficient skills within the company, followed by just over a third stating the demand on time was too consuming - especially with operating social media. The apparent lack of the necessary tools and technology gave rise to the feeling that it was "all too complicated", with regards tracking and measuring, and consequently, no real time to keep on top of what was happening to stay relevant.
Consequently, a third felt that it was more time and cost efficient to outsource, particularly to agencies specialising in search and social. The findings suggest a gradual recognition by eCommerce that the scene has changed and become more complex as the emerging technologies influencing consumer behaviour created ever more diverse platforms and channels. As realtime social networks and onDemand engagement developed, so too a segmentation of niche audiences has occurred, along with their requirements and responses.
However, in the light of the recent Google Panda 'slash and burn' of an overgrown hinterland of low quality link farm sites, there have also been increased calls for standards of link building and content quality to be better observed. Business owners should only place the responsibility of a company's total search and social brand identity in the hands of trusted agencies who maintain best practice.
Those who claim they can 'get your site to Google NumberOne' in the shortest possible time at the lowest price are the web wideboys of yesterday's spam farms!
Outsource to genuine agencies only with a proven track record, solid gold clients and winning testimonials.