Whitey - 3:52 am on Aug 27, 2006 (gmt 0)

I've seen testimony to internet business' that have turned corporate on a big scale by using methods of customer acquisition and retention away from SEO.

Initially they used PPC and then they found it too expensive and cut back, having acquired a purchasing rate of around 2500 to 3000 items per day. To the best of my knowledge they have grown from those levels, now with a much smaller PPC budget, maybe 20% as an estimate of the original.

Not only that, they are "highly profitable".

How do they do it. Simply, they run a good business, have a good internet site that helps people find what they want and compare the products easily. A bit of PR and word of mouth takes over [ or nowadays that's called "viral marketing" ] . Adoption is created and they look after their customers with a combination of good old "customer service" by telephone and some standard promotional stuff with email etc. and keeping their website and products fairly priced [ and as usual they don't have to be the cheapest ].

Their SEO is the weakest part of their business, but those that hold top positions on the SERP's are not within a "country mile" of them in their key markets.

So the motto of this story is - SEO is not the sole component of a successful online marketing strategy or business . It is one of many in my view.

And remember, SERP's aren't free for most people. A lot of budget or "real costs" have to go behind a good SEO strategy.