In the last blog we looked at integrating social media into your online marketing strategy, and in the blog before we looked at the marketing contribution that your blogging makes. In this blog, we’re going continue by looking at how SEO integrates into your marketing strategy. It’s a sign of the way digital marketing has moved and there’s a lot of overlap between these three topics.
That’s because increasingly, SEO is less about stuffing keywords into your website, and more about generating good quality online content that engages your customers and gets them to advocate your brand on your behalf.
‘Good quality’ content in Google’s view means content that ranks highly for expertise, authoritativeness and trustworthiness.
The first integration point here comes from the fact that as long as the content is good, it’ll improve your SEO ranking no matter where on the web you put it; in your blog, on social media, or anywhere else.
This is for several reasons.
First, despite the fact that ‘social signals’ such as social media likes don’t in themselves (as of 2014) currently raise your SEO ranking, good content does generate traffic mentioning your brand. And Google picks that traffic up when it crawls the web, so the more traffic mentioning your brand, the higher your profile and the better your ranking will be.
Good content also encourages people to link to your site. And again, the more genuine people linking to your page, the better your ranking will be.
Secondly, by producing content that’s authoritative, you directly raise your quality ranking with Google.
This needs explaining.
Authorship is important to Google; they’re deliberately trying to identify authors of good content and reward them with a better quality ranking for SEO purposes.
Quality ranking is the way in which Google judges whether your content is worth placing highly in the search engine results pages (SERPS.) A key feature of your ranking is how authoritative your content is deemed to be. So the more authoritative your content, the better you’ll rank as a content creator, or author, the more attention Google will feel you deserve, and therefore the higher they’ll place your pages.
In other words, because Google wants to see high-quality content that’s trustworthy and authoritative, it rewards content creators who produce quality content with more visibility.
Thirdly, of course, there’s the fact that good content will in itself make people feel good about you, and interested in your brand. This will draw people to your website, because if they find your content informative and enjoyable to read, they’ll seek it out and keep returning to see updates and new content.
What this boils down to is that if your blog is good quality material, it will help your SEO ranking. And if your social media posts are good quality material (and if they’re visible to Google) they’ll also help your SEO ranking. And, of course, if your website contains good quality content, it will help your SEO ranking.
Add this to the fact (which we’ve already noted in an earlier blog) that Pay Per Click (Search Engine Marketing) may also raise your SEO ranking, and certainly cross-fertilizes SEO through sharing keywords, and suddenly the need for integration makes sense! Nothing you do on the web is isolated anymore. To achieve the best results you must pay attention to all your marketing channels at once.
The downside of this is that you can harm your SEO ranking by neglecting those areas you didn’t think were important. Companies often pay SEO consultants to tune up their website, but then don’t bother with their social media or blog. A favorite term for this is ‘marketing in silos’, where everything’s kept separate.
It doesn’t work! If you’re going to market online, you need to take an integrated, ‘holistic’ approach, where all your marketing is controlled according to the same strategy. And ideally by the same decision making and creative team.
In the next blog we’re going to continue our focus on integrated marketing, by considering how email marketing fits into your integrated strategy.