the search engine will send them all their users for free...
Or so they hope!
The problem being is that most of them have no idea what keywords they should be targeting.
They also think that SEO is link building and link building is SEO, and of course are wrong on both counts.
The basic problem though is that back there in 1993 somebody gave SEM/SEO the WRONG NAMES
So now everybody thinks that search engines
are the target for their efforts, whereas if had been correctly named as SEARCH
marketing and SEARCH
optimisation it may just be that it would sink in that the SEARCH USERS
are the real target and that the engines are merely the cehicle or medium used to reach to intended marketplace.
The way people treat search marketing (well he clueless ones at least) would be the equivalent in the real world of using television and expecting the T.V. sets to turn up and buy things.
It is accepted that newspaper and magazine adverts are intended for the readers, so why don't they understand that search advertising is also aimed at the USERS?
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A foolish consistency is the hobgoblin of little minds
Thought for today:- Is SEO the only industry where all the cowboys are Indians?