I understand in today’s marketplace the need for automation grows and grows as companies seek to cut costs across the board. Streamlining a process down to a science and eliminating as much human interaction seems to be a growing trend but does it work for marketing a website and for SEO? Manufacturing yes, internet marketing to humans? No.
There is not a SEO software program on the planet that can successfully step into the shoes of your audience and try to anticipate what their online behavior or patterns might be at that given moment. There is something that will always require a human touch, search engine optimization and internet marketing equally requires the human marketing touch. When optimizing a website you need to stop and think about each page and really determine what kind of user you want to drive to that specific page. Which keyword you chose to target on that page will deliver a certain type of end user. This thought process is something a computer program is not going to be able to nail down correctly. What if you are torn between two keywords or phrases and both deliver a slightly different end user, do you think a software program would pick that up and pick the right keyword? Most likely not. Software can be used to do many research tasks like keyword research or design but software cannot write a custom crafted meta tag and description like a human could. The human element will always be a factor when communicating with other humans. It would be like asking a program to come up with an award winning design campaign for your brand. What if a software program puts in a keyword that is completely wrong for your business and you don’t catch it. Then you could be wasting the opportunity to build more targeted visitors.
Search engine optimization also requires a certain element of experience. An SEO software product can not by substituted for experience, but experience can play a role to help utilize an SEO software product. The experience of doing certain online efforts and analyzing the results only to tweak and refine to streamline even more. This is only acquired over time. This type of experience is invaluable and SEO software just doesn’t have the capabilities to analyze what works and what doesn’t. If your website generates only a small number of visitors but your conversion margins are very high does the software understand this? Who is to say something works over something that doesn’t? Every business will have their own tools and benchmarks for measuring their own success. If you are thinking about trying to use software to market your business think again, if you have a good amount of SEO and/or internet marketing experience as a business owner, marketer or web master, then there are software products out there that can help automate certain tasks to make you life easier, but it will not do the work for you! For instance, I use several excellent products to do my job, (Keyword Discovery, Compete, Webmaster Tools, Google Analytics, etc.) I don’t only rely on these tools alone to make important mission critical SEO and internet marketing decisions for my clients. When you are evaluating SEO software products out there, just think of this: If it was that easy everybody would be doing it. Reaching out to humans and developing and executing a comprehensive strategy requires a human touch and always will.
Please share your stories and thoughts with our readers about what SEO, SEM and internet marketing tools and software products you are currently using, or if you have found better results without using an SEO or internet marketing software product?