The key for every marketer – online and off – is to reach the market, or segment of the market, that most demands the products and services being offered. Is search engine optimization very good at reaching your market?
I think the definitive answer is a resounding “Yes!” Of course, SEO relies on a searcher inputting the right keyword or phrase before finding the page you have to offer. It’s pull marketing, not push marketing.
Pull marketing is a term that has come into being in the last few years and simply means that the marketer “pulls” his audience to him by sticking something out there – let’s say a carrot – and leading the audience back to him. How does SEO do this?
For starters, you can reach the right market if you know what the market is searching for. Are they looking for sneakers or tennis shoes? To some people, there may not be a difference, but to a marketer there is a huge difference. One type of person looks for sneakers and another type of person searches for tennis shoes. If you are prone to calling them sneakers in your day-to-day life then that is likely what you will call them when querying the search engine.
A savvy marketer knows to target the phrase that your searcher is going to use. Targeting “sneakers” will help you find one segment of your market; target “tennis shoes” will help you find another segment. But it’s the searcher who is finding you, not the other way around. With SEO you simply put the offer out there and the searcher jumps on it. It’s a lot like casting a fishing line into the water and catching a fish. The type of fish you catch depends largely on the body of water, weather conditions, and the bait you use. SEO is targeted marketing of a different kind.