SEO is designed to pull in organic visitors, but a well thought out search engine optimization plan does more than draw organic eyes to your website. It’s responsive to your market’s needs and wants as well as shifts in your industry. It’s also heavily reliant upon analytics. This is where SEO and marketing automation come together.
In the very beginning, on a single-cell level, SEO was about keywords. Optimization has grown from those simple and sometimes shady beginnings to what it is today, which is still in great flux. The user experience has become a key part of a good search engine optimization strategy. Google really wants to reward websites that deliver what searchers want, not sites the falsely lure people in. This is why the user experience is an intricate part of modern SEO. It’s also why SEO and marketing automation are now finding wonderful synergies.
The question now is, how do you create an SEO automation plan that uses assets from both SEO and analytics to complement each other.
Analytics
Whether you use one of the free analytics programs (Google Analytics is, of course, a favorite) or a different platform, you’re getting regular data about your audience based on the SEO plan you have in place and their reaction to it. This is valuable information that can then be put into action in your marketing automation approach.
Web Tracking
Your marketing automation campaign should be integrated with your SEO strategies so it can track the results and help you determine which campaigns are working and what to tweak. This data can be just as useful for SEO as an analytics platform, just in a different way.
Engagement
The real goal of both SEO and marketing (of any sort) is to get people engaged. Automation is just an easier way of inciting engagement in a variety of areas by pulling site visitors through the funnel more efficiently. SEO is a basic way of reaching an audience who is ready to be engaged. Using SEO to develop effective content and then using that content in your marketing automation plan is the golden ticket of SEO automation.
Dynamic Customization
Different marketing efforts can easily be created for different target audiences through automation. This is where it gets complex and, frankly, very impressive. Let’s assume you have an Adwords campaign selling pet food and Sue Smith randomly clicks on a keyword. She will get the average experience on your webpage; very generic. But let’s say our marketing automation recognizes Susie Smythe clicked on a keyword and she runs a cat shelter. Susie will automatically have her experience tailored for cats with different images, slightly different content, cat-centric products, testimonials from cat owners, etc. This clearly is more appealing to her. It answers her needs immediately and will most likely prompt her to engage and become a brand advocate.
The ultimate goal of pulling SEO and marketing automation is Dynamic Customization that uses data from both ends to get engagement based on a tailored experience. The downside is that you will need to have content for all of your “buckets” of customers. If we stick with the example above, you’ll need a cat food experience, a dog food experience, bird food etc. The upside is that Filament is here to help you customize content. Get in touch with Filament for help creating customized content for your target audience.
