FoM18: 5 things you need to know
Why SEO needs to be at the heart of your digital marketing strategy
Search engine optimization (SEO) is not making a comeback in 2017. That’s because it never left. Despite having fallen off the list of digital marketing buzzwords such as “content strategy” and “drip marketing”, SEO still ranks among the essential tools to build a high performing brand online.
A solid SEO strategy makes websites easier to understand, for both users and search engine robots. It ensures that search engine robots can not only find a site, but also clearly read and index content, as well as understand how useful a website is in relation to specific search engine queries.
Think about any time you’ve needed a quick answer. Typing your question into a search engine is most people’s go-to response. In fact, over 2.8 trillion search queries are made on Google alone every year and almost 90% of consumers use search engines for purchasing decisions. These figures are due a massive spike in the coming years as mobile stomps to the forefront of consumption habits.
Play the long game with an integrated strategy
Brands looking to make their messages matter need to stop compartmentalizing their digital marketing tactics. When you’re limited by price, it’s easy to look at these tactics as line items in a budget, such as paid search marketing, social media marketing and display advertising. In the interest of cutting costs, these are favoured over SEO because they yield tangible results in the short term. However, as search engine algorithms and user behaviors continue to evolve, brands need to keep up. That’s why integrating SEO with digital marketing tactics from the onset ensures a more efficient and solid performance.
Always pick quality over quantity
The number of visitors your site attracts is only half of the success metric in a digital marketing strategy. If those visits don’t lead to conversions, then you need to reassess your tactics. Take paid search marketing for example. It’s one thing to drive traffic to your site, but a completely different story to keep your audience there. Driving users to a landing page that isn’t SEO optimized is like giving someone a map to the wrong address. If they don’t find what they’re looking for on that page, then you’ve lost them as potential customers.
With over 2.3 billion active social media users as of last year (around 2 billion of which are mobile social media users), brands that haven’t yet integrated social media into their digital marketing strategy are missing a tremendous opportunity. Those which are social media-savvy, however, could bolster their efforts by optimizing their social media platforms with SEO best practices. Creating up-to-date and engaging posts on social media that are SEO optimized will not only drive traffic to your site, but ensure that visitors are staying on the page because they are genuinely interested in the content.
Don’t get lost in the crowd
At the end of the day, there are a million amazing ways for brands to make a statement. Those that successfully cut through the noise, however, are the ones that can find the right audience to listen. This is where SEO comes in. It’s not a one-trick pony to boost traffic, but a long term investment in an audience who truly cares about what your brand has to say.