We recently heard someone refer to SEO as ‘The icing on the cake’, but he went on to describe that ‘No matter how bad your cake is, with enough icing it will attract lots of interest’. We disagree.
Sure, your ad-words campaigns, advertising, and social media shares act as the icing for your cake. But the icing is nothing without the cake.
You need relevant content. You need a marketing strategy. You need good information architecture and an infrastructure that supports all this. That is the foundation; that is what makes the cake.
These elements form the basis of Online Presence Optimisation. You need to get the fundamentals in place before meaningful ongoing online success can be achieved. Then, rather than covering up bad cake, you can maximise your targeted SEO efforts and get a good return on investment.