In today’s “always on” digital world, a holistic approach to marketing is no longer an option; it is a necessity. Historically, many marketing teams have operated in silos with copywriting, public relations (PR), content marketing, social media marketing and digital, to name a few, often working independently from one another. Today, a unified branding approach is necessary to boost awareness and traffic to your website where you do business. The following are four tips for using SEO to unify your marketing results.
Begin with the Foundation of Your Campaign: Start with SEO in Mind
What is the basic building block across all marketing channels? Language.
Social marketers, PR professionals, SEO (Search Engine Optimization) experts and content marketers need to collaborate on what language they are using. Start with SEO from the very beginning and designate a set of keywords, themes and phrases that will be used across all marketing platforms and unifies your message for all stages of the marketing cycle.
Be Consistent in Your Message
To gain the trust of your target audience, your marketing team needs to work together to deliver a common message across all channels creating multiple touch points.
A good example of the importance of messaging is the interdependence between social marketing and SEO. Social marketers should be using terms and language that are relevant to your business, such as keywords you want your business to rank for in search engines. If you offer green building solutions, then “green building solutions” should be used in your social marketing messaging. People who see your message in an ad may ask their friends on social platforms using your language, or they may search for the same message online, which will lead them to your website with the same message and language.
It’s About the Visitor, Not the Search Engines
As soon as the conversation about implementing SEO into marketing starts, someone inevitably comes up with the great idea: “If we make sure we have ALL our keywords in everything at the same time, we’ll definitely rank better in Google. Then we’ll sell more.”
NO! Don’t take shortcuts like this.
The search engines are getting smarter. If you start dumping a bunch of keywords on your homepage or in other online marketing, they’ll quickly penalize you for what’s called “keyword stuffing.”
Ultimately, you’re writing for your target audience. They’re REAL people. They have a desire or a problem, and they are searching for a solution. If your message isn’t enticing or useful with well thought-out content, they’ll be gone long before they become a new client.
So don’t overdo it. Concentrate on the user experience, be consistent with your message and be the solution to their problems.
No Silver Bullet
When it comes to marketing, the two things you must remember are: there is no silver bullet, and it’s not going to happen overnight. Like anything in business, successful SEO integration takes time, planning and commitment. SEO is a marathon and not a sprint.
Need help developing your marketing plan by leveraging SEO? We can help!
Contact us today and we will work with you to help develop the best user experience.