Author Topic: Websites are Dead  (Read 614 times)

Adam C

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Re: Websites are Dead
« Reply #15 on: July 05, 2019, 11:24:31 AM »
I take the point on Youtube, which perhaps is a special case.  Not thoroughly thought through on my part, but I think we could categorise the major online media platforms by intent:


"Find me what I want now":  web search (i.e. Google)

"Help me learn/do something": web search (google) or video platform (youtube)

"Entertain me":  youtube, netflix

"Just browsing":  facebook, instagram, medium, Google Discover


Whereas in the past "entertain me" and "just browsing" could have been poorly served by Google / web search or better served by broadcast and print media, there are easier to access / better online channels now available in your pocket.

These present opportunity to the digitally savvy marketers (such as but not limited to SEOs), but the point of conversion intent "find me what I want now" is still firmly the SEOs domain.

Like all other supporting marketing, you can increase the effectiveness of the point of conversion stuff by having a presence elsewhere to build brand salience, but its an accelerant not a replacement in most cases (that I can relate to at least).

Don't get me wrong, Chris' article really has made me think twice about content production and distribution across channels, but I'm not on the dead website bus yet.
« Last Edit: July 05, 2019, 01:11:21 PM by Adam C »

emp

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Re: Websites are Dead
« Reply #16 on: July 05, 2019, 09:04:55 PM »
I think that websites might not dead, but they are becoming only one part of a marketing mix, instead of THE thing.

Reddit - one of the biggest websites is used through apps when on the phone.

If you have a podcast, odds are that almost no one is loking at your site.

etc..

Don't bury the website, but be aware that it is not the end all anymore.

littleman

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Re: Websites are Dead
« Reply #17 on: July 05, 2019, 11:48:02 PM »
Welcome emp!

I think I read recently that a little less than 50% of Reddit's traffic is via browser.

CCarter

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Re: Websites are Dead
« Reply #18 on: July 07, 2019, 12:15:58 PM »
"Just browsing":  facebook, instagram, medium, Google Discover

Facebook: There are hundreds of thousands of Facebook groups for different niches. It's now where communities gather for information, education, and entertainment. It's not just browsing. There are tons of "SEO" Facebook groups we all know about, the reason why a ton of forums are dead now. People login to connect with communities, industry members, and the audience. People create Facebook groups to create a closer relationship with their audience which then leads the audience/member to trust the advice or direction more. It's part of the social-proofing element of marketing, it works.

Medium: That's literally another blog output platform that shows up within the search results. No different than StackOverflow. You can put content within that platform to get your message to the segment of your audience that exists within that platform.

Instagram: When people are bored they browse but there is also the "search" function where people search for topics they are interested in, to get content. For example people that are into lifting weights will search for Instagram people that give advice WITHIN the platform whether it be slides or videos.



Your audience is still searching for their topics of interest within those other platforms that you are labeling as "Just Browsing". They are not just getting their answers from Google.

My argument with "Websites are Dead" is as SEOs we are just concentrating on the "push traffic" part to our website, yet the audience is consuming content on these other platforms and YOU TOO can create content within those platforms to grow your brand without necessarily needing to only "push" the traffic to your site. Obviously things like eCommerce will at some point need to get to the shopping cart, but there is nothing stopping you from creating valuable content on those platforms to at least get your brand's in front of the potential audience, instead of just relying on Google to send organic results.

For example as a plumber, you should still be listing yourself in the Yellow Pages (if they are around in your area), but you need a website now-a-days, you need to be within local Map Packs, and now you need to be within the other platforms cause people are "Youtubing" plumbing, they are "Instagraming" Plumbing - and using social proof from content within your Instagram profile to make a decision, and yes there still are people "Googling" plumbing as well.


There are 919,000+ posts on just the #plumbing hashtag alone. If you were a plumber isn't that something that might be worth taking a look at?
« Last Edit: July 07, 2019, 07:27:39 PM by CCarter »
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ergophobe

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Re: Websites are Dead
« Reply #19 on: July 07, 2019, 04:23:51 PM »
Quote
My argument with "Websites are Dead" is as SEOs we are just concentrating on the "push traffic" part to our website, yet the audience is consuming content on these other platforms and YOU TOO can create content within those platforms to grow your brand without necessarily needing to only "push" the traffic to your site.

Sure. Makes sense.

The part that I struggle with is marketing people who believe they should be everywhere, but don't have the resources to do it. So what they end up with an anemic presence on FB, YT, Medium, Reddit, and their own website. Basically spread too thin to offer real value anywhere.

Somewhere in there, there's a balance between being all-in on just your own website with great content, but nobody knows about it because they don't know to look for it and being minimally in on 25 different channels with junk content and nobody knows about it because it's not worth knowing about.

How does one decide where the balance point is between those extremes?

CCarter

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Re: Websites are Dead
« Reply #20 on: July 07, 2019, 07:24:34 PM »
Quote
My argument with "Websites are Dead" is as SEOs we are just concentrating on the "push traffic" part to our website, yet the audience is consuming content on these other platforms and YOU TOO can create content within those platforms to grow your brand without necessarily needing to only "push" the traffic to your site.
How does one decide where the balance point is between those extremes?

Just start off with 1 new channel every 2-3 months. I would suggest YouTube since it's the 2nd largest search engine and SEOs might be a bit more familiar with that. Look at the competition and what they are doing. Absorb what they are doing, and learn about using YouTube in-stream ADs (the ones with the skip option are great cause as an Advertiser you don't pay if a person presses skip but you can still get your branding in within 5 seconds).

Then start brainstorming content pieces, and put aside a monthly budget towards it, $250 for example. Any business that can't afford $250 a month for market is dead anyways, so start off small and target your audience by testing ADs against channels and also keywords they typed in Google.

For example if someone typed in "Buy A iPhone" into Google who lives in New York City, then later on went to Youtube and started watching videos on another topic, you can have your add pop up "Hey New York City! Looking to buy a new iPhone?? We've got you covered". That level of super-targeting works, and will get you better conversions than just a vanilla broad AD.

But start off with 1 platform, learn it and start experimenting. Once you can turn that $250 monthly budget into profits, start experimenting with another platform with another $250 marketing budget. It should get to the point you have to hire individuals to simply run the YouTube operation, and then IG operation if things get overwhelming with revenue and profits. I go over this a-bit in the OP article that was linked to, near the action game plan section.

But don't spread yourself thin. Right now at SERPWoo we are going after the YouTube crowd, while still studying the IG and other platform activities of our competition and what the audience is talking about. We feel YouTube is going to be the faster bang for our bucks, and once we got that wrapped up into it's own weekly scheduled operation with video production, advertisement, and new content creation, we'll move on to FB, or IG next. We are a desktop software so FB with desktop makes more sense.

"Step by step walk the thousand-mile road." - Miyamoto Musashi
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Drastic

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Re: Websites are Dead
« Reply #21 on: July 08, 2019, 01:03:18 PM »
What people were doing online before social compared to today is not a zero sum game. 10-15 years ago, there were lots of people watching tv, reading newspapers, etc. where they now do that consumption online. If you were in those big medias, yes you should be in the new ones. If you weren't, then maybe you don't need to be in these heavily just yet.

Let's take the local plumber example from above. This guy does not have a tv budget, maybe some small newspaper ads, from old school media. But, yellow pages made this guy live or die before the Internet. He should have shifted his YP budget to digital years ago and most of that should be seo/ppc now. Unless he is doing new builds or major refit jobs, he's a repair guy like most plumbers. I am pretty sure no one goes to insta/fb/youtube to find a local plumber. Sure, they might go to youtube to DIY, and that would be a good place to advertise, but only after SEO/PPC potential is fully exhausted as those leads will be much higher quality.

CCarter

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Re: Websites are Dead
« Reply #22 on: July 08, 2019, 01:17:55 PM »
I am pretty sure no one goes to insta/fb/youtube to find a local plumber.

You should ask or watch consumers' behaviors before making assumptions. Ask neighbors, family, and friends on their behaviors when looking for something. You'll be surprised at the different points of views and drastic different older generation of people have versus the younger ones have with answers to your questioning. I've seen posts "Hey anyone know a good local plumber?" in group chats and FB posts even though Google is literally one click away. Study the audience.

It wasn't too long ago that when the internet was just getting going people echoed "No one is going to the internet to find a local plumber when they can just open up a Yellow Page".

Remember people thought the internet was a fade back then. How many small businesses betted on the Yellow Pages being around forever?

 If you catch yourself echoing the past you are bound to repeat it.
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Drastic

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Re: Websites are Dead
« Reply #23 on: July 08, 2019, 03:28:03 PM »
I actually do watch, but probably should watch more, as our livelihood depends on not being left behind. Almost missed the mobile boat and that ain't happening again.

I figured someone would bring up the referral angle from fb, and imo that's different. Those people are asking for recommendations from people they know and they aren't responding to ads. Sure, there's some potential there, but in the grand scheme of things it is small, for now.

I have a client who gets more calls than website visits, from his GMB, about 25 per day. It's all relative to business type, audience and their specific needs.

Now if I were still slangin aff? I'd be with you 110%.

ergophobe

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Re: Websites are Dead
« Reply #24 on: July 08, 2019, 06:26:02 PM »
I just received this from a customer:

Quote
ust an FYI I looked up your place on YouTube and really liked that you had a video tour, great business move!

A few things to note.
1. I didn't know we had that video on YouTube
2. I took it down long ago everywhere I could, because it is super outdated, was done before construction was even complete and generally looks like crap.

ergophobe

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Re: Websites are Dead
« Reply #25 on: July 08, 2019, 06:38:17 PM »
Followup - I wrote back to her and told her I had forgotten we even had a video and that it was created because we had housed some documentary filmmakers and they did it for us as a thank you. She replies

Quote
Oh wow, glad they created the video. We literally you tube almost everything regarding our vacations so we can make the most of them. I found it before I contacted you and was happy to see it there.

CCarter

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Re: Websites are Dead
« Reply #26 on: July 08, 2019, 10:07:29 PM »
Followup - I wrote back to her and told her I had forgotten we even had a video and that it was created because we had housed some documentary filmmakers and they did it for us as a thank you. She replies

Quote
Oh wow, glad they created the video. We literally you tube almost everything regarding our vacations so we can make the most of them. I found it before I contacted you and was happy to see it there.


NOW that makes you wonder: what other opportunities are on YouTube for even more brand exposure!
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