This post originally appeared on Searchenginewatch.com
SEO plays a role in the success of most online businesses, but it’s kept in a silo. SEO focuses on organic traffic online, while other strategies operate independently around it. What happens when you break down the silos and start working SEO into other company functions?
The ‘Rule of 7‘ suggests that people need to see your messages at least seven times before they start to take notice of your brand. By combining your SEO efforts with ongoing marketing, advertising, and other activities, you can start to accelerate the number of times and channels by which people are seeing your messaging.
SEO and SEM are really just two sides to the same coin. SEO focuses specifically on monitoring and improving organic traffic to your website while SEM has a broad focus on improving conversions through mostly paid strategies. Many companies consider these two activities different enough to keep them separate, a strategy that makes sense when you look at the individual functions that differ from SEO and SEM.
However, when SEO and SEM are collaborating, you can often get better results for both departments. Both activities rely heavily on targeting keywords to draw in more people. By sharing keyword data and insights, both departments can work on targeting and optimizing for the best keywords and phrases, creating a more unified approach that puts content and ads in front of the same audience consistently.
When a website is well optimized, it can improve the results of SEM campaigns. Good SEO practices help Google and other search engines to consider your site as a legitimate source of information. This is good for your organic search placement, but also for your ad placements since search engines are more likely to promote more credible websites.
SEM is also vital during the early stages of an SEO campaign. By using PPC ads as you work on your SEO for a new website, you can start getting more traffic and legitimacy that may speed up your long-term SEO results and help you reach your goals faster.
If you’re using a CRM (customer relationship management) software, you can have a powerful impact on your SEO by utilizing the system to complement ongoing SEO activities. The three most distinct benefits of this collaboration are:
1. Insights about other companies your customers use
CRM systems can help point you toward other services or companies that your customers engage with on a regular basis. With this knowledge, you can approach those companies for guest posts or content collaborations. You’re more likely to get a “yes” if you can show the other company how your customers are related and the value you can offer that’s complementary to what they already offer.
The more relevant, high-quality links you’re getting, the better the results you can expect from your link building strategy.
2. Keyword insights related to holistic customer experiences
SEO analytics are great for showing you where customers can from and which keywords they searched to find you. But what happens if that customer took an unconventional journey?
CRM software is better at tracking the full customer journey, allowing you to gain some insight into the circumstances that brought a person to your website. You’ll be able to see when and where they engaged with you, along with keywords and phrases that may have influenced them along the way.
3. Unified content on all platforms
CRM systems let you see what’s going on all around so you can see how well your messages are mashing up. Whether you’re hosting expert webinar presentations, publishing a series of blogs about a relevant topic, or posting short social media videos, you’ll be able to see how these things are impacting your customers positively or negatively.
Having more data is necessary for successful SEO. You need to know what’s working, where, and why. CRM lets your SEO team draw from more complete data while ensuring that every outgoing message lines up with your ongoing SEO strategy.
If you’re not already combining SEO and social media marketing (SMM) activities, it’s time to catch up. Social media isn’t a good place to worry about keywords and typical SEO strategies, but it’s a very complimentary service that can drive a large amount of traffic to your website directly or to the search engine to look for you.
Messaging and brand voice displayed on social media should match that on other platforms and throughout your content marketing. Social media is a unique platform that’s more informal and comfortable for people wanting to interact with your business. While SMM doesn’t directly impact your rankings, it has an enormous indirect benefit and helps get your content in front of more people, resulting in more backlinks, more engagement, and higher traffic numbers overall.
Give your SMM team guidelines about how to effectively promote your SEO optimized content. SEO teams should make it incredibly easy to share content on social media (high-quality images, easy quotes or snippets, and the works). They should include social media features integrated into the website itself, while SMM teams should put in the work to make sure SEO content is getting out in front of their audience when it’s appropriate. In this way, both teams can help each other succeed.
Traditional marketing has very little overlap with SEO. Since traditional marketing is more concerned with marketing that makes sense in the real world, rather than on the internet, it’s a completely different type of marketing. However, there is an important point of overlap that shouldn’t be ignored. Both marketing and SEO work with specific customer data, refining your brand messages and outreach based on who and how you’re reaching the most people.
Marketing is concerned with knowing as much about your customers or potential customers as possible. If you have a marketing focus that’s not exclusively limited to online marketing, it’s still important to combine these two departments to allow them to share their data back and forth.
The goal of collaborating
At the end of the day, you want to present a unified brand image that gives people the right impressions no matter how they access your brand. Your messaging may vary from platform to platform, but your brand voice should always be the same. All your teams should be working together to reach the same broad company goals and milestones.
When you start from the top and work your SEO strategy into every facet of your business, it’s easier to accomplish or even surpass your goals.
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