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SEO is traditionally thought of as a means to increase traffic, particularly organic traffic, to a website. This has traditionally been done through a series of formulaic activities, such as checking the technical SEO, keyword research, and creating content. SEO has been around for a long time, and it’s not going anywhere anytime soon. As search engines exist, so t0o will SEO best practices.<\/p>\n
Yet, think about how much search engines have changed over the years. This means that SEO has had to change. It’s expanded and evolved, just as the rest of search has. Now, we can even think of SEO as a growth initiative. Here’s how.<\/p>\n
For a long time, SEO has coasted along, tacked onto the wider digital marketing initiatives as a way to get more eyes on the website from organic visitors. In a way, the whole process was a bit transactional. Well, this isn’t the case anymore. Treating it this way simply won’t work. Search isn’t just something that happens. It can align with phases of the buyer’s journey, and it needs to be looked at in this way in order to treat it as a growth initiative.<\/p>\n
Think about this way. When someone searches for information that will eventually align them with your website, this is an opportunity for you to bring them into your sales cycle. Keywords should sync with each phase – Awareness, Consideration, and Decision. Each of these three main phases will have content associated with it that will please your target audience. The content will have associating keywords. This will fuel growth.<\/p>\n
It is in this way that SEO needs to be considered as part of the big picture. Too often, we find that people silo each digital marketing pursuit as being part of a different bucket. Well, these days, the buckets all relate to one another. In the section above, we outlined how important it is to fit SEO into the big picture. It is in this way that you can fully please your target audience and move them through the sales cycle properly.<\/p>\n
So, before you even start working on your SEO, you need to develop a comprehensive digital marketing strategy. This will outline the big picture so that you can facilitate growth. In fact, understanding the big picture maximizes this growth.<\/p>\n
Treat SEO As Part of the Core Growth Strategy<\/p>\n
SEO is part of a solid foundational plan for digital marketing. Treating it as a separate thing shows the world that you misunderstand the point of it. Inserting SEO into the big picture of digital marketing treats it as a growth strategy that can align with the strategic initiatives of the company as a whole. To really do this justice, understanding the connections between every part of digital marketing works in your favor.<\/p>\n