SEO is a broad field with many points that affect a diverse base of marketing channels. The rules have changed quite frequently with Google, rankings, and many different algorithms, so an integrated approach is necessary to achieve the results you want and enrich the experience for your brand’s user.
Today, we’re going to touch base on some ways to integrate SEO with other marketing channels, such as Content, SEA, Email, SMM, UI/UX and PR to ensure the best results for your company while ultimately saving you time, money, and valuable resources.
Companies that don’t invest in SEO are risking developing a ton of well-created and thought through content that no one may ever see. Producing content that people are searching for is the predominant role of SEO: getting noticed in a vast sea of digital options. Providing a quality user experience with keyword-rich content will drive user engagement and enhance visibility on the Search Engine Results Page (SERP).
Since 2014, Google Quality raters have deployed a concept called EAT. Expertise, Authoritativeness and Trustworthiness. EAT is a metric that helps Google measure PQ (page quality).
Google wants content developed with expertise. Duplicate content can prevent pages from appearing in search results. Your online reputation among the experts is all about authoritativeness. To build trustworthiness, a website must be factually correct and clearly transparent.
Search Engine Advertising and SEO go hand in hand. They are both keyword-driven processes that complement each other and assure that your website is positioned on the top of the all-important results page. Choosing relevant keywords is the first step in promoting a business through search engines. SEA campaigns provide immediate results by focusing on the position of ads. Your advertiser’s position in the results can also put you at an advantage against your competitors.
An SEA campaign can help to make sure your SEO strategies are worthwhile by testing their initial priorities. Experimenting with different keywords can help with optimizing long-term strategies.
Email marketing membership is a powerful acquisition channel. By determining which subject lines have the best open rates, SEO can be inspired to grow CTR (click through rate) organically by optimizing page titles and meta descriptions.
EMM allows you to improve content relevancy and promote content while earning backlinks. Successful newsletters can be recycled, fine-tuned, and turned into blog posts that then can be shared across different channels and mediums. Natural backlinks are the result of linking successful emails to blog posts.
Social Media Marketing works in conjunction with SEO to serve users with engaging content to generate traffic and trigger conversions. SMM also generates a good amount of insightful and enlightening information about your target audience and allows you to understand and recognize user intent. This data allows for highly developed landing pages that answer a searcher’s intent directly. SEO can then improve the user experience and communication on the website.
SMM, along with third party tools, can analyze which topics on Facebook and Twitter are frequently associated with their company’s branding and their competitor’s companies and brands.
User Interface and User Experience are essential aspects of SEO. By optimizing communication and cooperation between them, you can build information architecture. Allowing search engines to crawl, index and rank is fundamental in good website structure which in turns creates a more satisfying user experience and the user’s understanding of it. Burying a page deep in a site’s architecture will make it harder to rank. Therefore, only relevant pages should be kept in a site’s navigation.
Since 2015 mobile-friendliness has been a key factor in determining the page experience. Therefore SEO and UX should ensure every website is mobile friendly. As soon as any user checks out your site’s mobile version, it needs to be quick, efficient, and very information rich. Elements include, but are not limited to text size, tap targets and a responsive design. Improving page speed, managing pop-ups and ads are also elements that need to be monitored by SEO as developers and designers are constantly implementing changes.
SEO and Affiliate Marketing both rely on links. On the Affiliate side, links are sales streams to generate positive conversions. From the SEO side, backlinks (one of the most important ranking factors) contribute to a website’s authority when it comes to how search engines perceive the URL in question. The higher the authority, the higher the ranking in the search engine’s eyes.
The main goal of the affiliate partners is driving relevant traffic to websites that convert to sales. Building up a strong network of publishers to promote and enhance the content is necessary not only when it comes to ranking, but clout and accountability overall.
The role of Public Relations is to place the brand’s image in a positive spotlight, while also possessing a sense of organic awareness and authority. PR and SEO can help each other to identify the target audience and trending topics, thus enhancing the message with currently trending affairs.
PR and SEO should cooperate in creating backlinks and linkable assets, which are powerful elements to create awareness and authority for companies and brands.
How we Roll up our Sleeves to Research and Help You:
Our hard-working staff at Farfetched Studios has many ways of assuring that new content online reaches your target audience, which immediately develops trust and promotes organic growth. Synergizing SEO with other marketing channels, as outlined in this article, is a powerful and fundamental way to grow your company and brand’s value and presence into the future.