At Zumo Internet, when we started a new campaign for health insurance company, WPA one of the things we have noticed over the last year is that whilst SEO is not entirely dead, there are so many more avenues to explore when trying to boost traffic to websites.
For instance, we had to research the private health insurance industry to see exactly what services were offered and what users were likely to search for when they were trying to find private medical insurance. In doing so, we realised that there are a great number of concepts in the health insurance industry that were not understood to the leyman. Even the costs or the ability to use private medical insurance to fast track in the NHS were concepts new to us. So we were researchers in the medical insurance industry.
Then we found ourselves having to compose press-releases, articles and surveys connected to the health insurance industry in order to help people better understand once they hit the site as well as change site copy to make a balance between discovery by search engines and human readability. So we were copywriters.
Finally we had to get all this information into a well-presented and readable report showing what people were searching for when they were looking for medical insurance and what the effects of our works was. So were statisticians.
SEO seems such a misnomer for the work that goes into driving relevant traffic to sites. So we now opt for the label Online Marketing.
