March 17, 2014

Understanding Integrated SEO

Integrated SEO isn’t a new idea. But it’s one that’s starting to gain a lot of prominence in 2014. That’s because when you integrate SEO with the rest of your marketing channels, you really start to climb the search rankings. And it’s the kind of traffic that makes your bottom line sing.

When integrated SEO is done right, the results speak for themselves. So here’s what we’ll do:
In this blog post lets explore the meaning of integrated SEO in a little more detail. And then I’ll share a few common use cases and concepts you can use to immediately benefit from integrated SEO. As you’ll see, integrated SEO actually makes your life as an effective online marketer easier.

Now let’s cut to the chase:

Why Integrated SEO is Necessary:

The reason you need Integrated SEO is because search doesn’t happen in a vacuum. Search is happening on the go, search is happening through SIRI while you’re driving down the road,  and search is happening while you’re watching TV and see a compelling commercial. Do you know what that means yet?

Don’t feel bad. Let me spell it out a little more clearly…

The percentage of people sitting in their basement beside a desktop machine searching for information is dwindling. More often than not, people are searching in response to immediate needs. And they’re willing to act on them. So your SEO efforts absolutely must take that into consideration.

But wait. I know what you’re thinking…

How Does This Integrated SEO Actually Work?

As I promised earlier, Integrated SEO is actually easier than you think. According to this article about B2B Companies Integrating SEO

 “The new business-to-individual (B2i) sales model puts a greater emphasis on understanding customer needs and building customer relationships that grow over time.”

I think the last part of that quote is the most interesting. Think about it. The key to successful online marketing is building customer relationships that grow over time. That means coordinating and planning your online marketing efforts across different channels. Because your customer doesn’t just exist when they’re using Google or Bing.

Instead, you need to rely on integrated search. And here’s how you do it:

What Integrated SEO Looks Like In Practice:

Integrated SEO is easier to spot than you think. And basically it involves embedding SEO best practices into the other marketing actions and channels. Here are some examples…

List of Integrated SEO Examples:

  • Ensure your landing pages have a look and feel that’s consistent with your brand advertising and messaging.
  • Integrate core messaging and your brand marketing strategy into your SEO content.
  • Be genuine in your social media interactions. Have conversations and foster relationships over time. And make sure you build out a nice Google+ following!
  • Create optimized online content about any of your up-and-coming event or tradeshow appearances to increase the chance you get seen by participants searching for information on the event.
  • Add big images to your content to grab the attention of users when they click on your search result. Don’t bore your audience once you get them. Search visitors are useless if they aren’t retained.
  • Big images also help draw new users in when your content is shared organically on social media by your current audience. Integrated SEO means proactively preparing for success!
  • Embed sharing links and calls to action in your content to encourage easy link-building. Put a call to action on your Contact and About pages encouraging people to link to you.
  • Blog about the success you’re having on other offline channels as well as YouTube, Instagram and Twitter. Then send out that blog to your email list and encourage them to share the news. This kind of ongoing multi-channel customer engagement is what builds you an audience of active advocates.

And the list goes on. But hopefully you get the idea now. Understanding integrated SEO means seeing how search fits in to your larger marketing mix, and making your search-worthy content consistent with the rest of your customer experience (both online and offline). So I hope this blog post has helped you understand integrated SEO a little more. And…

Of course, if you want to take your integrated SEO one step further and really super-charge your online marketing efforts, why not check out what SEOcial can do for you. Request our portfolio for starters.

Filed under:  SEO  ||  Tagged under:
Author:

Jeff Waite

As an optimization strategist, Jeff helps an array of business owners implement process-based growth initiatives, perfectly personalized to fit their offerings and industry.
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Base Terminology

SEO is the process of affecting the visibility of a website or a web page in a search engine's un-paid ("organic") search results.
The semantic web refers to the next stage of the world wide web and aims to ascribe semantic meaning to all web content through a collection of systems of classification. This means that, in the future, machines will be able to better understand the content we produce, resulting in better search results, new applications and an Internet that is fundamentally different from the one we use today!
What if each of the objects around you had a unique identifier that can be connected to the Internet? The goal of the Internet of things is to equip all objects in the world with tags that allow them to be digitally organized or manipulated. The implications? Less theft, less waste and the ability to control your surroundings in a manner never before possible.
Conversion optimization is the practice of modifying the parameters of a lead-generating system to stimulate a higher success rate as defined by goals. Most conversion optimization is structured to create an increase in ROI (return on investment). We frequently use multivariate and A/B split testing when optimizing conversion, wherein we test two or more systems at the same time, analyze their performance and deduce precisely what action items will bring us closest to the set goals in the least amount of time.
Market diagnostics or analytics is the process of collecting and analyzing business data — especially consumer data. This allows us to assess and improve the effectiveness of a marketing campaign.
In many applications today, there is such a phenomenal quantity of data available that it's difficult to collect and process with traditional database tools. The field of collecting, manipulating and drawing conclusions from massive quantities of data from a particular source is known as big data.
What started as a CMS (content management system) that was only meant to create and edit blog content has grown at a tremendous rate to become the most ubiquitous system for developing websites on the internet. WordPress accounts for an incredible 15% of all sites on the web.

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