Boost Your Overall Marketing by Integrating SEO with Your Marketing Team
Posted October 20, 2014
Traditionally many marketing teams have operated in individual silos, with PR, content marketing, social marketing, etc. often working very independently from one another. As digital marketing continues to become more and more important, integration is no longer optional. A unified branding approach will boost brand awareness and ultimately drive traffic to your website where you do business. Here are four tips for using SEO to boost your marketing results.
- Build the Foundation of Your Campaign: Start with SEO in Mind
What is the common denominator across all marketing channels? Language.
PR professionals, SEOs, content marketers and social marketers should be collaborating on what language they are using. Integrate SEO from the very beginning and designate a set of keywords that will be used by all marketing teams.
- Be Consistent in Your Messaging
In order to gain the trust of your target audience, your marketing channels need to work together to deliver a unified message.
A good example of why this is important is the interdependence between social marketing and SEO. Social marketers should be using terms and language that is relevant to your business; i.e. keywords for which you want your business to be found. If you build custom horse barns, then “custom horse barns” should be used in your social marketing messaging. On the flip side you should have the same target keywords in your website. This will build awareness for what you do, plus people often search for terms they’ve seen on social media and in this case your website should show up.
- Remember It’s About the Visitor Not the Search Engines
As soon as the conversation about integrating 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 get more and more clients.” NO! Don’t try to take shortcuts like this.
The search engines are getting smarter. If you start dumping a bunch of keywords on your homepage or in other marketing they’ll quickly penalize you for what’s called keyword stuffing. Ultimately you’re writing for your target audience. They’re REAL people. If it isn’t enticing, useful and 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 and be consistent with your keywords.
- There Is No Silver Bullet
Two things we often have to 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.
Need help integrating your SEO in your digital marketing? We can help!
By working together, communicating and helping to develop the best user experience, Scheffey Integrated Marketing can help you create the best overall integrated digital marketing plan.
By: Bryan Coe, Digital Marketing Strategist
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