I read recently that some think that viral marketing is better than SEO, because it is fuelled by recommendations, ignited and guided by users and their friends. Like a grass-roots movement, viral marketing can spread like wildfire and generate more traffic to your site than traditional SEO. Is that true? Does that mean that SEO is obsolete and we all should be working hard to create as much viral marketing as possible? The answer, I think, is…maybe.
SEO obsolete?
First, I don’t think that SEO is obsolete. Granted, it is changing form and moving with the trends of the marketplace and the internet (Web 2.0 as prime example), but the traditional methods and practices of SEO – (what I like to call back room sweat shop) content writing, article submission, web submission, link building – are still as potent and practical as before. They work, and they will continue to work for a long time to come.
As I read recently, they are the foundation and the starting point for any SEM campaign. Regardless of what other tactics are utilized, search engine optimization is of extreme importance. They combine with social media optimization, and social networking to form a power-packed punch that sends your traffic soaring.
In terms of political campaigning, SEO and SEM can be thought of as the TV advertisements, the press releases, the interviews, the visits and the debates – all the traditional forms of campaigning that have worked for so many politicians in the past and present. Yet, there is another type of campaign that most resembles viral marketing: the grassroots, word-of mouth movement.
Viral Marketing Effectiveness
As seen in the last campaign for the Presidency, grass-roots movements can be extremely effective in gaining notoriety, fame and acclaim. Through word-of- mouth and, now, the online social networking, popularity can grow faster than ever before. This is, in essence what viral marketing is. It is the spreading of awareness of a website through referrals and recommendations.
There are many forms of viral promotions to stimulate talk. They include video clips, eBooks, interactive Flash games, text messaging and brandable software, all of which attempt to pique the interest of a consumer and satisfy them in some way, as to bring not only them back but also their friends. Think along the lines of funny videos (all the SNL digital Shorts ) or addicting games (Orbitz).
More Effective than SEO?
Though viral marketing has proven to be effective and looks to continue to be so in the future, it cannot be said to be more effective than SEO. However, it cant be dismissed either. Thus: maybe. If an SEM campaign uses both SEO and viral marketing, then it will decidedly work. The two do not stand in contrast, but can work together. My recommendation, though, is always to start with SEO then add other marketing strategies, including viral
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