SEO is an ever-changing field. It’s the shape-shifter of online marketing. Initially it was based on keywords and links and trying to cram as many as possible into a website to see if the search results would skyrocket. Of course Google and other search engines evolved. So did search engine optimization, which brings us to search marketing integration.
When social media came into play some companies began to merge social with search because they played well together. Then content marketing realized that with a solid SEO foundation they could create a lasting relationship. On and on it went as elements of a company’s structure began to see how search marketing integration could benefit them independently and as a whole.
Believing in search marketing integration is one thing. Achieving it is another.
United We Stand…
To effectively implement search marketing integration you need to find a way to bring all or some of the various aspects of SEO to every area of a company or a website. This means that a general understanding of search engine optimization is vital and all divisions must be willing and ready to play together. It also means that the search team must know the objectives of the other departments to improve communication and to crystallize the common goal.
We realize that some companies are larger than others and getting all of the departments to come together and agree on one foundational objective can be troublesome. It can be equally trying for a sole proprietorship to see all aspects of their web presence in a clear fashion in order to find the same objectives. This is where some hard work comes into play but identifying objectives for success will set the stage not only for search marketing integration but for the entire company. Typically the long term goals of any website include earning a high return on investment (ROI) and/or creating loyal followers, but there should also be individualized and specific targets that are spelled out for each website.
Nail Down Your Keywords
Once the goals are established and known the integration has begun. The next major step is nailing down the keywords. Isn’t it funny how keywords constantly crop up in any SEO conversation? It’s because they are the lifeblood of any SEO strategy as they give you a clean and defined objective. The keywords can then provide the fertile soil from which every department will sprout and grow.
Quality Content
One very important note here is that quantity is no longer as important as it once was. There is still some old school keyword stuffing mentality that’s hard to shake but it needs to be replaced with a quality frame of mind. Effective search marketing integration puts quality at a premium which will be very evident when you’re using your thoughtfully chosen keyword rich content to perform as your social media message, your brand engagement pieces, lead generation driver, and loyalty validation. A message that just piles keyword upon keyword simply cannot carry that weight. A well-written message with authentic data and sentiment can.
Connect the Dots
Once you’ve established your goals, set the keywords, and crafted powerful content, you need to market yourself. This is a huge part of SEO and it’s where keywords come in to play. It involves social platforms and cooperation and sharing with key influencers or partner businesses. If you remember the days of link building with an “I’ll link to you if you link to me attitude”, this has entirely changed to a link earning model with the attitude “I have great content that you’re going to want to share”.
Analyze This
Then, the final piece of the search marketing integration model is evaluating the effectiveness of your efforts. Again SEO plays a role in the results by providing great analytical data that helps you review your results to see where you succeeded and where you failed, creating opportunities for the future.
Contact Filament to craft SEO content that will bring you the results you want in a search marketing integration environment.
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