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Our commentary: A recent blog post from Rand @ SEOMOZ really caught my attention this week. In many markets for natural search there is data & tools that can help you plot a strategy and get rough ideas of potential results (in terms of traffic). See Dan Barker's post on keyphrase gap analysis.
But for the remainder where a service or product is new, so there is low awareness, or the audience is not yet online SEO may appear to not offer an opportunity to generate awareness about your new products.
This case where there is little or no data specifically about it, is more interesting / exciting to me and forces people in the search industry to think a lot more and be creative. Whether you have a huge searching market to go at or not you should checkout this latest blog from Rand Fish. It should prompt lateral thinking!
It give some great ideas on diversifying your search strategy and even looks into various inbound marketing / content marketing techniques which in my opinion are fundamental to both search & online marketing success now.
Recommended link:How to Do SEO for Sites & Products with No Search Demand
By Chris Soames
Chris Soames is a Smart Insights blogger and consultant, he has worked in digital marketing for over 6 years with the last few years managing international web strategies for a leading travel brand. Now the Commercial Director at First 10, an Integrated marketing agency, he helps clients get clarity on their marketing strategy and create campaigns engineered to engage with their consumers to help drive sell-through. Most of all, Chris enjoys working with talented people who want to create great (& commercial) things not just tick boxes.
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