Search engine optimisation (SEO) has become more and more approachable to marketers over the years. Once upon a time, I was an SEO rookie myself, struggling to grasp the overload of information and knowledge that one must learn to master an essential marketing technique.
However, with time and patience, I've grown to understand the importance of search engine optimisation and the benefits it can bring to the role of a digital marketer. Just like myself, many businesses and professionals are still realising the potential of SEO and how easily their SEO efforts fit into an inbound marketing strategy.
Of course, it’s easy to write a blog or make a podcast, but if you’re anything like me (and I know what you hungry marketers are like) then you want your content to reach as many people as possible to maximise the amount of traffic that goes to your website; after all, that’s inbound marketing done right.
So, if you want to operate your inbound marketing strategies with peak efficiency, search engine optimisation is your new best friend. In this blog, I’m going to share with you some tips that prove inbound marketing and SEO are the ultimate relationships in marketing.
What makes Inbound Marketing and Search Engine Optimisation the perfect match? Let’s first take a closer look at the two:
Inbound marketing is a better way to market, sell and serve your customers. It follows the method of attracting, engaging and delighting people by adding value to each stage of the customer’s journey as you earn their trust and grow your business at the same time.
With an inbound approach, your marketing, sales and service teams align to provide a helpful and holistic experience for anyone who interacts with your business.
Not only is inbound marketing less intrusive than its outbound counterpart, it’s a noted shift away from more traditional forms that have grown stale. Inbound marketing allows the customer to interact with a business and be part of a dialogue.
Search Engine Optimisation
SEO is all about getting your website to rank on search engines so that your business can be found by potential customers. According to Moz, search engine optimisation is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.
Search engine optimisation makes sure that your business' useful and expert content answers the user's query when people type certain words and phrases into the search engines. It’s all about returning and providing the best answer possible on the internet.
Research by Screamingfrog. shows that websites on the first page of Google receive almost 95% of clicks, and studies show that results that appear higher up the page receive an increased click-through rate (CTR) and, in turn, more traffic.
The Perfect Match
Woven together, inbound marketing and search engine optimisation exhibit a match made in ‘marketing heaven’, so to speak. However, some marketers still underestimate the role of SEO in inbound marketing.
If you’re considering using or currently using inbound marketing as part of your overall digital strategy, then it’s possible to identify just how easy SEO methods fits into the bigger picture.
Handpicked by Luminate marketing professionals, here are three key reasons to prove that inbound marketing and search engine optimisation is the ultimate relationship.
SEO & The Buyer’s Journey
In any Inbound marketing campaign, you need to attract, engage and delight your customers who are actively looking for solutions to their problems. Inbound marketers that understand how customers discover information on the web can effectively align their SEO strategies with each stage of The Buyer’s Journey offering a customer experience that’s second to none.
SEO and inbound marketing is a combination of a technical readiness website and optimised content. Take a look below at how search engine optimisation aligns with inbound marketing at each stage of the inbound flywheel.
Awareness: In the awareness stage of your inbound campaign, you’ll want to understand your buyer personas and keyword research for your SEO efforts to be most effective. Typical content formats to attract new leads to your business blogs, podcasts and infographics.
The role of search engine optimisation in the awareness stage makes sure your content is ranking and visible to as many people as possible. The more keywords you rank for on your blogs and landing pages equals more traffic that you’ll see directed to your website. Optimisation means more opportunities to convert leads into customers.
Consideration: Your audience is educated and they're reviewing options about potential solutions to overcome their problems. As you continue your concerted SEO efforts, it’s time to optimise consideration keywords for landing pages, ebooks and free product trials your business offers.
SEO Softwares like SEMrush and Google Analytics can help identify keyword trends as well as monitor conversion and bounce rates on your web pages.
Decision: The buyer is ready to make a decision and your business should be there to guide them to the correct product they need. They just need a little persuading.
In the decision stage, keywords become less important but are still relevant. Your content continues to build customer trust and retention through ideas like industry news, limited-time free trials on new products, free webinars and training.
With marketing automation, you can leverage alert features such as finding out when existing clients return to your website to seek more information.
SEO Loves Your Content
Simply writing and publishing your content is not good enough to be found online. For your content to make an impact, you need people to see it. Content is at the heart of inbound marketing and surprisingly, so is SEO.
Consider blogging, for example, a staple method of content for any inbound marketing strategy. Aligning your blogging and SEO strategy ensures that you are optimising your keywords for which your business is seeking to rank for. SEO rewards your blogs by ranking them higher in natural search for specific keywords that suit your business.
In such a way, SEO relies on content as it promotes your content outside of your website.
Inbound Traffic from SEO
In any inbound marketing strategy, you need to convert your website visitors into leads and nurture your leads into customers. To obtain new leads and customers, your business needs to attract website visitors in the attract phase of HubSpot’s inbound flywheel model.
This is where search engine optimisation plays its role. SEO makes sure that your inbound marketing campaigns receive a steady stream of high-quality traffic directed to your website.
Without SEO, users won’t find your website and that means missed opportunities to generate new customers for your business. With search engine optimisation, your website can remain on the first results page of search engines where customers can find your solutions to their problems.
Being an SEO Agency in Manchester, we're here to help your business climb Google's rankings. Book a call with one of our experts here at Digital Media Stream and we will be happy to tell exactly how we can help your business succeed and grow with SEO.
As you can see, not only is search engine optimisation an integral part of an inbound marketing strategy, SEO can define it. When aligning your inbound marketing and SEO intentions you can expect to convert more website visitors into paying customers that, in return, will help grow your business.
Remember, the role of SEO in inbound marketing can be understated. To have an effective inbound marketing strategy, it is vital that you also have an ongoing concerted SEO effort.