How SEO Fits Into Digital Marketing Strategies

By Tina Courtney | SiteProNews

“SEO is a foundational element of digital marketing. I don’t see that changing anytime soon. Organizations should focus on how all of their marketing elements integrate, resulting in an Omni-channel strategy that focuses on a net objective but allowing for customization to customer.”

Alison Herzog, Dell marketing director of global social business and digital strategy

If you are having challenges besting your competitors in your chosen industry, there is a good chance that bad SEO is partly to blame. Without  a thoughtfully conceived SEO strategy used in conjunction with full scale digital marketing practices, your competition has an edge.

Despite the almost yearly shrieks and howls that accompany the stories about the demise of SEO each time an algorithm is changed or updated, rest assured that it is not dead nor is it going anywhere anytime soon. As long as people still interact with search engines the way they currently do, SEO will still exist.

Today, SEO is as important as ever considering that roughly 15 percent of Google’s 3.5 billion daily searches are unique to the engine For those keeping score, that’s 525 million unseen searches every day. SEO determines if your site will be found for these searches or not at all.

If your company is already swamped managing the various arms of your digital marketing strategy; social media, publishing content, e-mail, PPC campaigns, influencer marketing, and a thousand other promising endeavors, where in the world can SEO fit in to all of this? Don’t fret. You can do this.

If you have been keeping up with SEO trends  and ways to push your site higher in the SERPs  you are already in the know. For those who are unaware, however, here is the role SEO should be playing in your digital marketing strategy.

SEO Produces the Highest ROI in Digital Marketing

There is no doubt that SEO is difficult to effectively implement and requires a great deal of time and resources to properly cultivate. Challenges aside, SEO can produce some of the highest return on investments out of all digital marketing modalities. Websites that are ranked within the top three seats on Google typically capture about 33 percent of engagements from all Internet users. This means that depending on the popularity of your niche, you could be driving millions of visitors to your site daily. And if your site is optimized to make conversions, then you are looking at a hefty number of sales.

More than just generating consumer purchases, however, a high ranked site will instill credence and credibility to your brand, which will continue to help your company bolster its revenue.

Make sure that all of your efforts are supporting this noble cause.

SEO Equipped Video

Online video is quickly becoming one of the hottest and most effective ways of engaging viewers, educating audiences, driving sales and achieving a plethora of other goals. Online video is now dominating the Web, yet many marketers are falling short when it comes to optimizing video content for SEO purposes.

There are a variety of ways to spice up content for an SEO boost. When it comes to digital video, creators are a bit more limited but can still achieve the same results.

In order to fully optimize videos, be sure to craft concise and compelling titles that are about 70 characters long with descriptive and relevant keywords toward the beginning. It is also massively helpful to describe the important information in the first two sentences of the description using relevant keywords. Additionally, a video transcript may be in order to help with keyword optimization. Ensure that you link to social profiles, related videos, and the company website as well. Lastly, leverage of all the tags and files you can by incorporating keywords you wish to rank for.

SEO is the Infrastructure to Email Marketing and PPC Campaigns

While there are many prevalent factors to a digital marketing strategy, pay-per-click (PPC) campaigns, e-mail marketing, banner ads, and other forms of outbound marketing are among some of the most crucial aspects.

All of these elements should be heavily supported by SEO. Running ad campaigns through AdWords or Facebook will naturally incorporate SEO because these ads are often displayed in accordance with keyword queries. E-mail marketing, however, should be just as rigorous with its search engine optimization efforts as the keywords noted will not only draw the eye of recipients and help guide their decision, but this will help to supplement the attempts made through advertising. By incorporating a strong keyword plan into all of these avenues, you stand to drive an abundance of unique users to your site.

It is often advisable for small business to outsource their SEO efforts because owners often do not have the time or know-how to accomplish the job properly. Do be aware, however, that many in the industry claim to be search engine gurus, but nothing could be further from the truth. Be sure to proceed with caution when hiring a firm to handle your optimization.

The fact is that SEO should be woven all throughout your digital marketing strategy. Keywords that you know your customers are using to attempt to find your products and services should be incorporated into content, ads, e-mails, social posts, website copy and everything else that you are publishing and sharing with the world.

Remember that SEO is a marathon, not a race; you are in this for the long haul so don’t blow through all of your resources in the first mile. By continually making smaller pushes to surpass your competitors, you are setting the groundwork for a solid SEO foundation.


Combining SEO with Content Marketing

Why SEO Is Actually All About Content Marketing

By Neil Patel |  Kissmetrics

There’s a bit of confusion over SEO and content marketing. The confusion comes over how SEO and content marketing fit together. Do they fit together? Are they at odds with each other? If so, is it possible to force them together?

In a previous post, I explained why SEO and content marketing are like PB&J. They go together. They just fit. They work well together.

Now, I want to share exactly why that is — why SEO is actually all about content marketing, and vice versa.

Before I share the why of this article, let me be clear about the what — the problem I’m addressing.

The Problem: SEO and content marketing are not integrated.

The crux of the problem is that SEO and content marketing are separated, as if they were two very different things. The truth is, however, that they go together, overlap, cohere, blend.

Some people think that content marketing eliminates the need for SEO.

Look at these headlines:

google-serp-content-marketing.jpg
This makes no sense to me.

How can “content marketing overtake SEO completely” when the only way to successful content marketing is to have SEO? How can you tear the two apart like that?

Thankfully, there are voices of reason in the cacophony of confusion (e.g., the smallbusiness.yahoo article above). Careful marketers have observed the disconnect, and are trying to point out that SEO and content marketing go together

Yet the mistake persists. One of the popular articles that makes this mistake comes from an article in The Guardian  which states: “It looks like Google has tired of its old friend SEO and is instead cosying-up to the new kid on the block, content marketing” [sic].

It’s a cute analogy, but it’s simply not accurate. It’s not as if SEO and content marketing are two different people. To borrow the same metaphor, SEO and content marketing are actually two personalities of the same person.

The problem, then, lies in the disconnect between SEO and content marketing.

It’s time to bring the two back together. This is the only way you’ll be successful in both your SEO and your content marketing.

The Truth: SEO and content marketing overlap. A lot.

When trying to understand the integration of SEO and content marketing, think of it this way.

First, here’s the incorrect view of SEO and content marketing. This is wrong:

seo-vs-content-marketing.jpg
Now, here’s the right way to view them:

interaction of seo and content marketing
They overlap.

There are differences between SEO and content marketing.

Yes, SEO and content marketing are distinguished from one another in several critical areas. And while they have points of differentiation, you still can’t separate the two entirely.

Rather than chase down every point of difference between the two, I want to point out this elemental contrast:

  • SEO is narrower, and more technical.
  • Content marketing is broader and more holistic.

This is the way in which the two converge:

  • The way to apply SEO in a broader way is to channel its specific technical endeavors into content marketing.
  • Conversely, the only way to ensure the success of content marketing is to apply SEO techniques in its implementation.

How SEO and Content Marketing Come Together

Another way to look at it is like this — SEO makes demands. Content marketing fulfills those demands.

Think of it as a conversation between two people.

SEO and Content Marketing would like as a person

SEO states the requirements. Content marketing fulfills them.

Now, let me show you how exactly SEO and content complement each other.

In each of the points below, I state exactly what SEO requires, and how content marketing meets that requirement. Keep in mind that conversation between SEO and Content Marketing (above) as you review each of the following points.

SEO demands content. Content marketing is content.

There is no such thing as SEO without content. You need words, articles, substance, keywords, verbiage.

I wince whenever I have to say it, because it’s so cliche, but it’s true: Content is king.

We don’t argue about that anymore. It’s a truism of the SEO industry. Content content content.

And what is content marketing all about? It’s about content. The practical application of SEO (content) is the very substance of content marketing.

When SEO shouts, “We need more content!” content marketing responds, “Gotcha taken care of!”

SEO demands keywords. Content marketing means using keywords.

Here’s another feature of SEO: Keywords.

No one would argue that a fundamental component of SEO is keywords — researching them, utilizing them, and tracking your ranking of them in the SERPs.

How does one apply the use of keywords? How is all the research funneled into its practical application?

It’s called content marketing. The only way you can use your keywords is to be employing them strategically throughout your content. Content marketing consists of top-notch content, written for humans, and using the keywords that you’re targeting.

Obviously, Panda will nail you if you insist on stuffing your pages with keywords and over optimizing. But when SEO and content marketing do what they’re supposed to do — work in sweet harmony together — you’ll be fine.

SEO demands linkbacks. Content marketing introduces linkbacks.

SEOs dream about linkbacks — a huge, fat, DA 98 linking to your site. Or, an incredibly powerful .edu tossing a link to your blog article.

This SEO dream can only come true if you’re unleashing stellar content through content marketing.

You can build links by contracting with a link building agencies. Some are reputable, some not so much.

But the best way to build links is by publishing killer content, and letting the masses link back to it. This is the real way to continual SEO success.

If you want this important component of SEO, you’ve got to have the indispensable element of content marketing.

The only way to get a linkback — that dangling SEO carrot — is to have content worth linking to.

SEO demands onsite technical optimization. Content marketing needs great UX.

I anticipate that some SEOs may still object to my point, at least in part.

Here’s why. SEO is about more than just blog articles, keywords, and linkbacks. SEO is about optimizing the robots.txt, enhancing metadata, utilizing proper tags, and constructing a strategic sitemap. Technical stuff like that.

Yes, it is. And, yes, this is also tangentially related to content marketing.

This technical optimization is put in place for the good of the user — whether the user is searching, selecting, or reading your content. It’s accurate to think of these enhancements from a user experience (UX) perspective. These technical SEO components are present in order to serve the user and promote your content.

Again, the link between SEO and content is inextricable. Why do you want a good sitemap? So people can more easily find and access your content. Why do you want an optimized robots.txt? So search engines can better crawl your site, and so readers can see the content. Why do you want the right tags in the right places? So your content can get stellar indexing, accurate search results, and more readers of your content.

It all comes back to content.

SEO demands consistent output. Content marketing requires consistent.

Google likes fresh content  and they have for a long time. If you know SEO, you know that fresh content gets rapidly indexed, and registers higher in the SERPs than older low-value content. When this fresh content appears on a site with historic authority, you can be sure that it’s going to have a SERP boost.

Good SEO, then, means consistent output of content. Consistent output means that you’re doing content marketing, and you’re doing it right. There isn’t any way around it.

Content marketing is an active verb, with ongoing action. You don’t just do it, and then stop. You do it, and keep doing it. And on and on.

Content marketing and SEO converge again.

Conclusion

I could continue to discuss applications ad nauseam, but I hope the point is clear: SEO is actually all about content marketing. And content marketing is all about SEO.

Here are two takeaways that I want to leave you with:

1. You’re not an SEO, unless you’re also a content marketer. You’re not a content marketer, unless you’re also an SEO.

I’m not trying to be harsh or unkind, especially if you call yourself an “SEO” or a “Content Marketer” exclusively. That’s fine, and you can keep doing that.

The point I want to make is that your content marketing needs SEO, and your SEO needs content marketing. These are no longer disparate departments with disconnected efforts. An SEO needs to know about content marketing, and vice versa.

I’d love to see these two occupations blend a bit more. I don’t think that the acronym SEOCM (Search Engine Optimization + Content Marketer) is going to take off, but that’s how you can think of yourself.

2. Your SEO campaign will fail unless you integrate content marketing. Your content marketing campaign will fail unless you integrate SEO.

In a recent post, I explained why your content marketing is doomed to fizzle and die without several key features. Each of those features had to do with SEO.

Clearly, content marketing is only going to be successful if it has SEO features. Look at it this way: Your content is going nowhere unless people search and find. In order to make it found, you need SEO.

Bring these two together. Alone, they are impotent. Together, they are dynamite.