I’ve been catch­ing up on my Mad Men episodes lately. Watch­ing reminds me of the lengths adver­tis­ers will go to to cre­ate some­thing mem­o­rable that will stick in the mind of the cus­tomer so that when a word or phrase is spo­ken, the brand imme­di­ately comes to mind. The mar­ket­ing apple does not fall far from tree as gen­er­a­tions come and go.  As an exam­ple, we refer to search mar­ket­ing as keyword-driven mar­ket­ing and aim that our brand mes­sages are acces­si­ble and rel­e­vant at the moment prospects raise their hand via a search query. We have come to describe the process of mar­ket­ing in the dig­i­tal world as hav­ing the DNA in our sys­tem or process, which in turn gives us the under­stand­ing and knowl­edge of how to do it.

Now DNA being a med­ical term has lim­ited mean­ing in mar­ket­ing. It brings to mind a surg­ing tor­rent of twisted pairs of social media chan­nels that serve as the blood ves­sels of the Inter­net. Or, map­ping your web­site source code and archi­tec­ture (the DNA) to the most preva­lent search mar­ket­ing or media algo­rithms. I cre­ated a fac­sim­ile of twisted pairs, and the over­whelm­ing com­plex­ity of that stopped me at four chan­nels. There are well over 240 social media sites alone with search engines and cor­po­rate and pri­vately owned web­sites cre­at­ing a vir­tual flood of DNA, or deoxyri­bonu­cleic acid.


Search mar­ket­ing and SEO is not a mys­tery nor is it toxic like an acid. How­ever, like the actual DNA strands, it has also been well mapped and doc­u­mented as  Moz Search Rank­ing Fac­tors, On-Page SEO best prac­tices, and link­ing best prac­tices all demon­strate. I hap­pen to spe­cial­ize in SEO and online mar­ket­ing, and SEO rep­re­sents a value to both the cus­tomer and the mar­keter. For the mar­keter, doing SEO right, along with a mutu­ally sup­port­ive con­tent mar­ket­ing effort gets your prod­ucts in front of the peo­ple that want to buy them. For cus­tomers, brands that do SEO well make it sim­ple to find a prod­uct when they go online to search for it with a search engine or go on Face­book to find the Face­book brand page with links to that product.

There is no DNA required or wanted. Search mar­ket­ing and SEO is a sim­pli­fi­ca­tion tech­nique for con­nect­ing with cus­tomers at their moment of inter­est and with rel­e­vant infor­ma­tion, pro­vid­ing answers to ques­tions and the oppor­tu­nity to pur­chase prod­ucts eas­ily and directly regard­less of the screen they are using, be it a smart­phone, tablet, lap­top, or desk­top com­puter. There is no com­plex­ity there from the customer’s point of view. They can log on, type Adobe Cre­ative Cloud into their favorite search engine, and if we have done our job right, the first hit on page one of the search engine results page (SERP) is the Adobe web­site per­son­al­ized to our Cre­ative Cloud sub­scrip­tion offering.

In my next post, we will start on a series of arti­cles to intro­duce enter­prise SEO con­cepts and their global impact. As I men­tioned in a pre­vi­ous post, we work hard to deliver sim­ple, straight­for­ward solu­tions to the cus­tomer. What is under the hood is impor­tant in get­ting cus­tomers to trust our brand because, as you will see, we take no short­cuts and we do not cook up fancy metaphors to rep­re­sent the plain truth. That has a name in the dig­i­tal world by the way … WYSIWYG. You will not see fancy metaphors in our con­tent, just the plain truth.