“…AND THAT DOES NOT A STRATEGY MAKE.”

This is the first of a 500 part series in which we address a recurring paradigm. Someone with a modicum of information about a topic suggests it as a singular, all encompassing, silver bullet of marketing. I recently spoke with a marketing executive who had been told that purchasing key-phrase URLs would boost their search engine ranking. That very sentence is so incurable, it is difficult to know where to begin dissecting. (And in this case, there were thousands of candidate URLs to purchase. Silly.)

Instead of beginning a 4-hour “SEM 101” dissertation, I opted to use a simple analogy.

Imagine you have one piece of a 200 piece puzzle, and no box cover to look at. How can you tell me what the puzzle picture looks like, with only that one piece in your hand? Answer: you can’t.

Any singular tactic, just like a single piece of a jigsaw puzzle, is just that – a single piece. And that does not a strategy make. Buying a bevy of key phrase URLs is not a strategy.

Neither is “press releases.” But we’ll save that for the next installment.