Myth-Busting: SEO is Marketing

on under Myth-Busting, Search Engine Optimization.


Okay, there are a lot of trip mines in this topic, so I'm going to need to be careful where I step.

Let me quote something Erin Everhart recently said in a post at Search Engine Land:

First, the easy one: Marketing is educating potential customers about your product or service and persuading them to buy it, so of course SEO is marketing, and it's quickly becoming one of the biggest traffic-driving channels out there. If your organization doesn't see the value of SEO or view it is an actual marketing tactic, either they need to change their viewpoint or you should find an organization that does.

Over the years, I've developed a second instinct: whenever I hear somebody say that an answer is "easy" or "obvious" I immediately have to stop myself and ask whether it actually is obvious, or easy, or right for that matter.

This can make me a bit of a contrarian at times, and it's not a great attitude to have at dinner parties, but I've found it to be rewarding. I arrive at insights I otherwise wouldn't.

To be fair, this isn't just Erin Everhart's opinion, and it's not really about her. It's a widely held belief, widely enough that there's a good chance I've referred to SEO as marketing before. It's certainly a marketing channel. It's also obviously very valuable, potentially, to the point that most of our clients receive far more revenue from SEO than from any other channel.

But is SEO, in and of itself, a form of marketing?

Maybe it's time to revisit the definition of marketing.

What is Marketing?

Wikipedia currently defines marketing as:

...communicating the value of a product, service or brand to customers, for the purpose of promoting or selling that product, service, or brand.

And BusinessDictionary offers a more comprehensive definition:

(1) identification, selection and development of a product,

(2) determination of its price,

(3) selection of a distribution channel to reach the customer's place, and

(4) development and implementation of a promotional strategy.

These are called the 4 P's of marketing. To be fair, even in the business world, marketing usually refers to the last two. At Northcutt, we occasionally touch on all 4 points, but the last 2 are the ones we have the most influence over, and the most expertise with.

So, how is SEO related to all of these?

  • SEO helps communicate the value of products by increasing exposure, clarifying the target audience, etc.
  • SEO can help with the identification of new products to develop through keyword research, analysis of search engine performance for specific types of phrases, etc.
  • I've never encountered a situation where SEO alone was helpful in determining a product's price.
  • SEO plays a part in selecting distribution channels, but only among the subset of channels that are search engines.
  • SEO certainly plays a part in developing and implementing promotional strategies.

So, clearly, SEO is very useful for marketers, no matter what definition you're using. But is it marketing?

I Guess We Should Ask Ourselves What SEO Is, Then

How do we define SEO? Well, there's actually more agreement on that than you might think. Let's take a look at the top 3 search results for "SEO":

Here's how Wikipedia defines it:

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results.

Here's how Search Engine Land defines it:

SEO stands for "search engine optimization." It is the process of getting traffic from the "free," "organic," "editorial" or "natural" search results on search engines.

And here's how Moz defines it:

SEO is the practice of improving and promoting a website to increase the number of visitors the site receives from search engines.

I would tend to agree with these definitions. SEO is about increasing visibility in search engines, and increasing traffic from search engines, and it's about doing this without capitalizing on search engine advertising.

I don't think this is synonymous with marketing. SEO does not have to communicate the value of a product, service, or brand to be SEO. It doesn't have to promote or sell anything either.

True, that is the reason the vast majority of people, organizations, and companies use SEO. But there are also SEOs who run little experiments, who try to rank sites and learn more about how search engines work, without any financial goals in mind. What they are doing is still SEO.

I think this is an important distinction to make. SEO is a set of tools. It is a skill set. That set of skills happens to be very useful for marketers and as a marketing tactic. The set of skills necessary to make SEO work overlap with the skills of general marketing, perhaps more today than ever before. But they aren't equivalent.

Here's why I think that matters.

The Trouble With Equating SEO and Marketing

There is a reason why we refer to ourselves as an inbound marketing agency, and not an SEO firm. We consider SEO to be only a subset of what we do: part of a more cohesive whole. By separating out SEO, as well as social, content, and outreach, we allow ourselves to specialize on unique skill sets. Together they form a marketing strategy more effective than any of them can be on their own. At the same time, by clearly separating these skill sets, rather than referring to them collectively as "SEO," we allow ourselves to dive deeper and arrive at a more diverse range of solutions.

Everhart's latest post was a followup to a post she wrote a few months ago called "In 2015, Your Job As An SEO Isn't Actually SEO." That post, in turn, inspired a followup by Joe Hall called "In 2015, Your Job As An SEO Should Be Just SEO (or Why Erin Everhart Is Wrong)." Joe lists several examples of companies who lost massive business because they viewed SEO as a mere buzzword to repackage existing marketing skills. He believes conflating SEO with marketing is dangerous for that reason.

SEO requires many skills that are very far detached from what we would typically call marketing:

  • Proper use of directives
  • Optimized link architecture
  • Dealing with crawl errors
  • Keyword research
  • Optimized title tags
  • Proper use of heading tags
  • Measuring impact of site changes on search engine behavior
  • At very least, a rudimentary understanding of algorithms
  • An understanding of the motivations of search engines, and where they align or collide with the motivations of your organization
  • A basic understanding of experimental design
  • Many, many other things

To call all of this "marketing" is misleading. Yes, a good SEO can use their understanding of these, and many other technical aspects of SEO, to increase exposure in search engines, which is obviously useful for a marketing strategy. But these skills are so far removed from what is typically understood as marketing that it's not useful to classify them under that label. If you're going to equate these skills with marketing, you might as well call engineers marketers, because better functioning products are easier to promote.

Now, let me be clear. Everhart has made good points about the way that SEO is, and has been, changing. Google is increasingly good at emulating and predicting human reactions to content and web pages. Search engines aren't just looking at the content and markup on any given page. They're also looking at, and predicting, how human beings react to that content. Time to long click is now considered an important influence on search results.  My own data suggests that these user factors are far more important than many realize.

But even these more advanced, humanistic aspects of SEO shouldn't really be equated with marketing. Modern SEO of this type is about anticipating what users are searching for, and ensuring that those users are satisfied if they find you in the search results. The skills needed to satisfy users are very different from the skills needed to make sure your brand makes a strong impression and becomes memorable, or the skills to convert those users into buyers (short term or long term).

It's dangerous to conflate all of these skills simply because of the fact that they're all about people. For starters, it's still advantageous to have some idea of how the search engines are measuring user satisfaction, as this can lead to insights that wouldn't be possible if you were thinking strictly about the user. More importantly, though, it's dangerous to conflate user satisfaction with good marketing. Yes, it's important for the exposure part of the equation. But a satisfied user doesn't necessarily remember your brand name, or ever come back, let alone buy a product. Good human-centric SEO isn't necessarily good content marketing.

In fact, good content marketing can sometimes conflict with the need to satisfy users. A user who is never quite satiated is more likely to come back, provided you understand some other important aspects of human psychology.

It's certainly possible, and definitely advantageous, to produce content that meets both the needs of SEO and content marketing, but it's much easier to do so if you acknowledge the differences.

This is equally true for SEO's connection with other fields of marketing.

Don't fall into the trap of believing SEO is just good marketing. It's a set of skills that are very advantageous for marketers and marketing strategies. We must acknowledge how the skills of marketing overlap, and contrast, with the skills of SEO, in order for it all to work as a cohesive whole.

  • I promote a marketing philosophy called #FUFISM. FUFISM or Functional User Friendly Integrated Social Media is basically the integration of old school SEO with social media in a manner that allows you to ensure healthier semantic footprints which in turn will increase your #STFSEOVI

    STFSEOVI or Semantic Trust Factor Search Engine Optimisation Value Indicators are the newest Search engine Optimisation Value Indicators that are being used by search engines in their efforts to match a search query to a SERP (Search Engine Results Page)

    I like to define SEO (Search Engine Optimisation) as all the work done both online and offline, to ensure that your intended target market find your online content when they perform an online search for your product, service or related information.

    Now to clarify this we need to understand that SEO (Search Engine Optimisation) has 2 parts. #IPSEO and #OPSEO

    IPSEO or In page Search Engine Optimisation is all the stuff hidden within the HTML code as well as the structure and layout of your site which make the page user friendly, and includes but is not limited to :
    the in page images that are visible to your audience
    the in page text that is visible to your audience
    any linked files that may display content for the end user, such as video files, audio files, text files, data base files and many others
    all out bound hyperlinks along with their *REL = XXXXX* attribution tags and other related stuff such as alt text, tiles, descriptions and othhers
    all the hidden coding such as java script or other that is embedded within the HTMl which make the page in question user friendly
    all the schema markup and related stuff that is embedded within the HTML
    *lots of other sneaky hidden stuff*

    OPSEO or Off Page Seach Engine Optimisation is again divided into two sections with one being the online stuff and the other being the *OFF LINE STUFF*

    The online stuff is all the social, media marketing as well as other link building and relationship building that goes by a host of other names where the practitioners do not deem them selves as being part of the SEO team, which makes these issues so much more compliicated, because these other marketing tactics are just *specialist tools within the SEO TOOL SHED* and need to be treated as such, but unfortunately they are not.

    here we are talking content marketing, search engine marketing, social media marketing, inbound marketing, and so many others. These are specialist areas that need dedicated team members who understand that their work is part and parcel of the SEO package. those who think that these specialist areas are stand alone marketing tactics, are bad news, and do an awful lot of damage to your online efforts in a number of different ways.

    Each of these specialist areas has the same target market audience, uses the same set of keywords and selected topics, relies on the same basic set of target market research notes, but plays their own role within the online marketing arena, that needs to be integrated into the whole big ball of wax so that these different tactics can all collectively influence the semantic trust factors associated with the online content in question in ways that improve the search engines trust and understanding of the context and related semantics of the content in question so that they may easier match a search query to your online content.

    The *OFF LINE STUFF* consists of all the target market research along with related studies that generate the keywords and topics that are used both within the original content as well as all the social media marketing along with related blogging and web page integration on related web sites, as well as your print media marketing, radio marketing , road shows and any other offline marketing.

    These offline marketing tactics are part of the SEO package, because this is where your target market is attacked physiologically in subtle and gentle ways to influence their thinking patterns to induce your intended target audience to use your selected key words and semantically related terminology when they search online for your products, services or related information.

    SEO is thus an awfully complicated affair where marketing is only part of the picture, and understanding your target market audience, along with how they behave and what their needs are forms a very large portion of the work to be done when performing SEO or Search Engine Optimisation.

  • That a particular activity, or suite of activities, may be technical in nature doesn't speak to whether or not that activity can be considered marketing or not.

    Just as "writing" is not "what we would typically call marketing", when the goal of the writing to which one refers is to produce compelling advertising, it becomes a marketing activity.

    And so, say, "declaring entities in JSON-LD" is not "what we would typically call marketing", when the goal of that making those declarations is for a brand to have better visibility in the SERPs by way of an improved understanding of the content of the web page on which those declarations appear.

    All of this to say that marketing is an activity that can only be described in terms of the collective processes that support it, and those individual supporting processes can only rarely, if ever, be considered "marketing" in their own right. That is, there is no definition of the verb "to market" which doesn't entail something else. Merriam-Webster defines the verb as "to do things that cause people to know about and want to buy (something)": the laconic "to do things" subsumes every non-marketing activity of which one can think. Graphic design, offset printing and mail distribution aren't in and of themselves "marketing", but when you have create a flyer for your product and mail it that's marketing.

    This is more that a quibble about definitions because how one frames SEO shapes how one approaches SEO. You say you "tend to agree" with the definitions of SEO you've provided, but you go on to contradict them. The first two definitions describe SEO as a "process" and the third a "practice", yet you go onto say:

    SEO is a set of tools. It is a skill set.

    No-one's ever paid me for having a skill set. No SEO was ever successful because they had a skill set. I'm paid for, and SEOs find their success, by applying their skills. When I write a job description for an SEO I want to hire, "Skills" is a section that's describes what's required to do the job; those skills are not the job itself.

    So I see your "thinking of SEO as marketing is dangerous" and raise you a "thinking of SEO as a skill set is dangerous". Ultimately SEO is an activity, and insofar as that activity provides a benefit to a brand it's a marketing activity. To frame SEO as a noun rather than a verb puts the emphasis on the what supports the outcomes of SEO rather than the desired outcomes themselves.

    • Carter Bowles

      Sorry for my late response on this Aaron. It appears I didn't step around my aforementioned trip mines with as much care as I'd hoped...

      I can't say I fully disagree with anything you're saying, but I'd like to draw attention to your "writing" analogy, because I think it's instructive of what I'm trying to say.

      I agree, marketing does necessarily entail doing something else that isn't in and of itself marketing.

      I also agree that writing is not in and of itself marketing, but if you are using it to promote products and brands, and to encourage consumers to make purchases, then writing is a marketing activity.

      This is how I feel about SEO. I don't believe that it is in and of itself marketing, but it is frequently used as a marketing activity.

      The statement I'm taking issue with is "SEO is marketing." This, to me, is like saying "writing is marketing." It's a very different statement from "SEO is a very powerful marketing channel" or "marketing activity." It might be true that "SEO is marketing" in certain contexts, but I can't agree that it always is.

      I won't disagree with you on SEO as a process or an activity: it is. I'm not sure I agree that this contradicts the idea of SEO as a skill set, but that criticism is fair enough. The whole crux of this post is semantic, so I can't really complain about this becoming a semantic debate.

      I guess a point I didn't emphasize quite enough in the post is that, to me, SEO can be entirely separated from marketing. SEO can also be approached, to some extent, as a science. Clients certainly don't pay me for "pure" SEO of this form, nor should I expect them to. They pay me for SEO as a marketing activity.

      But I believe those marketing activities are strengthened by knowledge gained from the kinds of activities that simply can't be called marketing, but can be called SEO.