Over the last year we have been working closely with Corinthian Media, a media buying firm, to develop SEO programs for some of it’s clients. Especially in the Direct Response arena. Over that time, I have come to realize how much we in the Internet space often ignore the fact that a vast amount of the traffic we see through search engines is actually driven by traditional media. I found a fairly recent research study funded by Microsoft that found over 70% of search engine traffic is navigational in nature – meaning people already knew what they were searching for when they got to the engine.
This has lead me to think about the nature of marketing with SEO. I think a lot of times we get caught up in thinking we are “driving” traffic. But that is not true, we are “capturing” traffic that has been influenced and driven by other media. While this might be a viral campaign or extensive banner networks, most of it comes from television and other media. So, we at Corporate Performance Artists have reformulated our message and mission to reflect this fact. Read this article on Influence Drive Optimize to learn more.
