I read a really good article about web positioning software and it goes along with what we have been doing all along. We never use automated software to check keyword positioning in the search engines, to do search engine submissions, to analyze web copy, to generate content, to manage a ppc campaign, etc.

I’ve seen people even using automated software to generate articles to use in article marketing that supposedly rewrites content using synonyms and such to generate “original” content. Even manually editing a PLR article does not make it original content. Doing this with software certainly does not generate quality content.

There is nothing that replaces an SEO or SEM professional when it comes to these tasks. Knowledge is aquired through experience. There are many things that make someone an SEO or SEM Professional that cannot be emulated by software.

Web-Positioning Software: Good or Bad?
By Shari Thurow, The ClickZ Network

Search Engine Positioning Vs. Web Analytics Software

Sure, Web analytics software has evolved since 1997. It now includes more detailed keyword analysis and search engine advertising data. This makes our analyses more thorough. In that sense, I agree with Fredrick and laud Web analytics companies for responding to the search industry.

However, top-10 search engine positions alone don’t communicate user behavior. Site owners should focus more on those who will spend money on their products and services: their target audiences.

Instead of overzealously maintaining a top-10 position (unfortunately, still a search engine optimization (SEO) obsession), online marketers should spend more time and money on visitor behavior.

An SEO Professional has to know or be able to learn about your target audience. This does not mean the ability to check to see if you have a top 10 google listing. This means understanding how the target audience behaves on your website.

A top 10 listing in google does not necessarily mean you will make any sales through your website. What good is traffic that does not convert to sales?

An SEO or SEM Professional knows how to “guide” a user where they want them to go within a website and knows how to analyze their behavior to improve on those results.

An SEO or SEM Professional knows how to sell. That is the most important part of marketing. You may learn all of the technical aspects of SEO. You may understand keyword research and optimized content. You may understand how to get top 10 listings in some of the major search engines.

But all of that means nothing without having someone on board who knows how to sell and how to analyze user behavior to improve your results and conversions.

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