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Want to Attract Customers for Free? It’s All About Content According to Rand Fishkin.

Rand Fishkin is on a mis­sion. He’s an SEO expert that believes spon­sored sto­ries and tweets, as well as Google Ads, are a waste of mon­ey, and he wants us to know why. Rand began dab­bling in the World Wide Web 20 years ago and since then he’s built up a suc­cess­ful career as a search mar­keter; recent­ly reveal­ing his secrets to snag­ging cus­tomers with­out an enor­mous out­lay. Those in media jobs should sit up and take notice. Buy­ing Ads Does Not a Mar­keter Make Fishkin, who’s a grad­u­ate of the Uni­ver­si­ty of Wash­ing­ton and pre­vi­ous­ly worked for Out­lines North­West, firm­ly believes that spend­ing pots of cash on ads does not make you a mar­keter. A fact he says, is borne out by the fig­ures. “Only 10 per­cent of clicks on Google go to ads, while 90 per­cent are on organ­ic results. Search engine opti­miza­tion, or SEO, is much cheap­er. The aver­age cost of cus­tomer acqui­si­tion through online adver­tis­ing is $500,” accord­ing to Fishkin. “But the same cus­tomer can be found through great web con­tent for just $100.” Great con­tent, he says, is the key to suc­cess­ful online mar­ket­ing. “Great con­tent makes com­pa­nies and prod­ucts more vis­i­ble in search, gives…

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