Online Marketing

How to Integrate Search Marketing Techniques Into Your Business Strategies

By January 29, 2019 May 20th, 2019 No Comments

marketing strategyWhile the term “Search Marketing Integration” may be new to many, the strategy has long been a best practice for online marketing professionals.

To get the most benefit from your online marketing efforts, these strategies must be integrated with all other areas of your business and work cohesively with other marketing and advertising campaigns. When properly executed, search marketing can become a fundamental part of your company’s overall marketing strategy.

Incorporating SEO Into All Marketing Channels

The “new” SEO landscape requires relevant and quality content, active engagement, and social proof. With search marketing integration, every aspect of your marketing, sales, and public relations efforts aligns and works together with SEO to achieve overall marketing success.

Take Advantage of Social Signals

Google’s ranking algorithm benefits companies with strong social signals – proof that you are a legitimate business with a following of active and engaged consumers. Taking 10 minutes out of your day to actively manage and monitor your social profiles can have a significant impact on your SEO efforts, and social tools have made it easy to automate.  

Social media can no longer be an afterthought. Your company must embrace it, enhance it, and integrate it into your overall marketing strategy.

Using SEO to Build a Brand

When building a strong brand and company identity, it is important to build an engaged community. Optimizing your social media profiles, employing an engaging content marketing strategy, and issuing press releases covering timely, newsworthy company announcements are great ways to build a brand.

Integrating SEO strategies into your existing public relations campaigns is the best way to build a strong brand online and off.

Enhance Your Content Marketing Strategy with Visuals

Visual content such as videos, truly informative infographics, and SlideShare presentations can be optimized for SEO and play an important role in a content marketing strategy.

When optimized correctly, visual content can rank highly in the search engine rankings. Engaging and informative visuals can establish your company as an industry thought leader and encourage your followers to actively engage with your brand. The sooner you start your content marketing strategy, the greater advantage you will have over your competitors who haven’t started yet.

Diversify with Pay-Per-Click Advertising

There is a strong correlation between the presence of organic listings high on the results page and a higher click through rate for PPC ads. Studies have shown that companies with organic listings and paid ads on the same search results page experience a 10X increase in click through rates and a 200% increase in conversion rates.

When you combine SEO and PPC you can dominate the search results to earn more clicks and brand awareness. If you have the budget, diversifying your online presence with PPC is a great strategy to ensure your company stays at the top of the search results.

Get Started Today

If your company is struggling to integrate online marketing with existing marketing campaigns, consider implementing some of the above strategies or hire an experienced outsource marketing agency to do it on your behalf. A comprehensive approach is the best way to create a cohesive marketing strategy that aligns with overall business objectives.

Chris Slocumb

Author Chris Slocumb

Chris is the founder and president of Clarity Quest Marketing, where she leads a talented group of marketers and designers helping healthcare and technology companies achieve marketing and business goals. To learn more about Chris' experiences and qualifications, visit our leadership team page.

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