For example, take paid channels versus organic or SEO growth. We don’t know what is going to happen when it comes to SEO. We’ve talked about this in another video before. It’s completely plausible that websites might not be a thing someday. Who knows? Google keeps taking over the page more and more to where all you see are ads.
However, that doesn’t mean that you should completely abandon SEO and move into Google ads or Facebook ads exclusively even if you have more control over these paid platforms. SEO is all about optimizing your site, not just for Google, but also for your website visitors (or people as I like to call them). SEO encompasses a lot of different elements.
If you focus only on paid or only on SEO, you’re limited to catching people all the way at the end of the funnel or all the way at the beginning of the funnel. You have to have a constant mix or an omnichannel approach. We’re constantly trying new tactics, letting the data tell us what’s working, what’s not, and what we need to do moving forward as things change.