Search engine optimization (also known as SEO) has become a major part of the modern online business ecosystem, especially as it relates to inbound marketing tactics. For those who are unfamiliar, inbound marketing encompasses a wide variety of marketing formats. When you market your content with the use of a blog or social media, that is a form of inbound marketing.
Other forms of inbound marketing include community outreach programs, e-mail related campaigns, life cycle management, as well as a host of others. But building these links to your content is useless unless your company has the content to back them up. Pointing users to your content is all well and good, but without the proper content, it is all for naught.
Inbound marketing is executed differently depending on the size of the company. Certain businesses may be short of staff and require one person to handle all of their inbound marketing. Meanwhile, a larger business could have the resources to put an individual to work on each separate aspect.
So where does search engine optimization fit into this complex puzzle? A search engine optimizer should embrace the usage of inbound marketing, as it significantly simplifies their approach. Instead of the old days when a search engine optimizer was sent a company blog spot and told to spruce it up with keywords to increase its Google ranking, those who work in the SEO field are able to do much better marketing.
SEO strategy must be built around a « can do » mentality. Their job is to tie together all of a company’s inbound marketing strategies into one cohesive whole. By doing so, this ensures that the entire company is on board and that everyone is working towards the same goals.
There are several ways that an SEO can help a company improve their overall inbound marketing strategy and execution. First and foremost, they provide important analysis about the latest keywords and trends in the world of online marketing, giving a company the chance to adjust their approach accordingly.
A business’ website is essentially their calling card. A well-constructed site that utilizes responsive web design and prides itself on delivering a satisfactory browsing experience for the user is hugely important to a company’s long term success.
An SEO will work alongside of the web development team to ensure that the site has no errors and is easy for a browser to use, which increases their chances of using inbound marketing to convert leads into sales. They will also help your company build key relationships with those who can positively influence your site’s growth by sharing your material and linking to it.
Search engine optimization is a process that never stops. What will work for your company today could be obsolete by tomorrow. Inbound marketing strategies cannot remain static, they must be adjusted to meet the demands of the changing times.
By working with the CEO of the company, an SEO helps to provide important data that will influence the upcoming improvements made to your website and the way that your company does business. Being able to draw customers through inbound marketing is not enough, there must be a viable strategy for retention.
The way people use search engines to find businesses and products is much different than it was in the past. People used to search for something once, using one keyword and they made their decisions based off what they uncovered during this initial foray into the Internet.
But consumer savvy is now at an all time high. No longer do people simply select the first product that they see or enter one keyword into their search engines. Now, it is a process, one that takes place over a undetermined length of time.
A user may start by searching for just one keyword, but over the course of several days, they will modify their search to include words that are more specific to their goal. The process may even take weeks, as they sift through all of their available options and seek feedback from those closest to them.
It is not just the active searchers that SEOs need to be worried about when aiding companies in their inbound marketing strategies. A consumer’s opinion of a business is often developed over time and they may have a good idea of how they feel about your brand before they’ve even decided whether they wish to shop with you.
People are spending more time on the Internet than ever before, thanks to the advent of smartphones. They build their opinions about your company each day through the use of social media. The modern consumer does not linger on Google’s search page, they use the Internet to learn more about the world around them.
With qualified inbound marketers at your disposal, a business can speak directly to these consumers as they bounce around the Internet each day and build a relationship with them that extends beyond trying to sell them a product.
In a perfect world, businesses will continue to mix inbound marketing with search engine optimization to create a more informative and entertaining experience for their potential consumers. By dedicating an equal amount of focus to both strategies, a company is able to increase their opportunities to meaningfully engage with the customer.
The more chances a business has to link their consumers to awesome content, the better their chances of retaining them. Search engine optimization and inbound marketing are both here to stay and will work hand in hand to ensure that smart businesses are able to realize all of their benefits.