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The one part of the Social Media Hype that is undeniably true is the fact that we are in the midst of a marketing paradigm shift. Traditional, outbound, push-marketing and broadcast-advertising (which casts a wide, expensive and generic net in hopes of catching enough fish) is no longer sufficient and oftentimes not relevant. Modern consumers are using internet technologies to drive a shift toward objective, analytical purchasing which necessitates a marketing shift for the entrepreneur.
But, unlike the social media hype, one form of marketing cannot thrive without the others. People buy from people. So, you (the entrepreneur) must still educate unknown consumers and introduce them to your products and your company. At the same time, you have to make your company and your products visible to those customers looking for you online. That is what Search Engine Optimization is all about – being found online and then directing traffic to your website.
Unfortunately, despite its simple sounding purposes, Search Engine Optimization is a very complicated mixture of art, science, and guesswork. Yet, SEO is not a black hole. And with the tools and concepts introduced in this class, the frustrated entrepreneur can learn to understand and take control of Search in order to make better decisions about doing it yourself, hiring someone, or doing nothing.