When it comes to conversations on search engine optimization and Internet marketing, by far, one of my all time favorite comments was “but I thought if you build it, they will come.” This was made by a co-worker of mine some five or so years ago when we were discussing our corporate website. We then sat down together and had a frank, one on one discussion about designing websites that are both beautiful to view and easy to reach via a Google or Yahoo search.
Developing a world class website provides little value if no one finds it. If you are the thought leaders of your industry and you have a brand everyone knows and remembers, this may not be an issue. Visitors will find your website no matter what because they already know who you are and what your company offers. For the rest of us, we need help with the branding and marketing of our company, product, and service offering. This incremental need is where Internet marketing comes to play.
A strong website design firm or traditional marketing company will quickly discuss the necessity of having both a highly optimized website and solid Internet marketing campaign. Discussing one without the other is futile.