Where is SEO in Digital Marketing Digital Marketing Social Email Mobile SEM Media ECRM Marketing Marketing Marketing SEM SEO PPC
SEM is the web extension of TraditionalMarket Segmentation & Targeting “A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar products and/or services based on qualities of those products such as price or function.” – On the web, the market segment is defined by what the web users in this sub-set are looking for, and the keywords they are using to find it.
SEO is part of SEM SEO - the process of optimizing your web assets (web content, websites, social presence) to get targeted, qualified, search-based “free” traffic. SEO includes social media optimization. PPC or Paid Search - the process of optimizing paid advertisement campaign assets to get targeted, qualified, search-based “paid” traffic.
SEO is the KEY when it comes togenerating leads for the enterprise Source: 2011 Webmarketing123 State of Digital Marketing Survey
SEO starts with keywords Market Market Sub-set Market Sub-set Market Sub-set Keywords target users are using to find your products & services(edited by me) Source: WordTracker, https://keywords.wordtracker.com/help/videos/searching-for-keywords
SEO Strategies and Tactics On-page SEO strategy -content (text, video, presentation, images, online forms, etc.), HTML (title tag, meta description, etc.), architecture (urls, inter-linking , sharing options, site maps, etc.) Off-page SEO strategy - backlinks (inbound links); social sharing; commenting on external blogs & forums, posting content on external media & article websites; press release optimization, domain trust, localization, etc.
Keyword roadmap for yourweb presenceKeywords should: Be relevant to your business & products/services Generate enough traffic to form viable, measurable segments of targeted searchers/online personas Be well positioned re: your competition
Keyword selection process Define main/seed keywords Prioritize in importance relative to most important brands, competitive features, profitability Build lists of keyword opportunities and assess for traffic, relevance, competitiveness Build keyword variations lists and assess for traffic, relevance, competitiveness Build relative keyword lists and assess for traffic, relevance, competitiveness Decide which keywords will go into your web copy and start measuring their performance
SEO affects all of your web-related content marketingtactics whether they live on your website or are postedon external sites All of your web content marketing tactics should be SEO optimized Source: Marketing Profs, Content Marketing for B2B
Your Website architecture should beSEO optimized Crawlability, site maps, robots.txt, .access, duplicate titles/content removal, elimination of errors, etc.; Website Speed Share, Like, LinkedIn, Twitter buttons User-friendly URLs
Internal Links, Backlinks, Domaintactics should be SEO optimizedInbound link quality (.org carries highest weight, yahoo directory, relevance, etc.)Inbound link anchor textLink numberDomain name, age, authorityInternal linking
Blogging, Social sharing, PR & contentdistribution should be part of your SEO Number of Social shares and likes counts Twitter counts Facebook counts LinkedIn counts Google +1, plus other sites Directories Industry forums and publications PR, article, white paper, etc. distribution sites Blogs
In conclusionSEO optimization affects every facet of your user-focused web assetsEvery website & content marketing asset needs to be SEO optimizedKeywords (search terms) are the web alternative of traditional marketing segmentation and identification of viable markets. They are the foundation of Search Marketing.