What Your Site Says Doesn’t Matter

One thing Forward Marketing shares with our clients (with a smile on our faces) is that “what you say on your site doesn’t matter!” The logic behind this statement is the fact that 30% of how your site is ranked in search engines such as Bing and Google is based on what your site says, but the other 70% is based on the quantity and quality of links back to your site! This statistic underscores the fact that a B2B search engine marketing campaign that ignores the social media marketing component of one’s Internet marketing efforts is doomed to fail.

Now the other statement we like to make that “what you say on your site is everything, because no one will link to your site unless it is recent, relevant, and uniquely appealing to their area of interest.” So, yes it does matter what you say on your site, but the link building analytics, competitive reports, and directory listing activities that go into link building are even more important. That is why social media marketing — when properly used by companies and employees for relevant and measurable B2B goals – is where the real progress is gained or lost.

So the next time  your CEO says that things like Twitter, Google Buzz, Facebook, LinkedIn, Flickr, Picasa, Vimeo, YouTube and the rest are a waste of time … ask him why he is willing to fund only 30% of the picture (which costs the most) when the other 70% are free, measurable from an ROI perspective, and require little to no employee training. In other words, if your CEO isn’t Twittering, your lagging search engine rankings are all his fault!