by Simon Ensor
While some may still hold the perception that SEOs are the ugly ducklings of marketers, the truth is that most successful SEO campaigns incorporate all aspects of marketing, which requires teamwork and the sharing of resources.
Challenges abound for small businesses, and time is short. Therefore, efficiency is of paramount importance. To be most efficient, small businesses (and larger ones) must ensure that SEO shares resources with all other marketing areas. In the best case, all marketing teams should consistently work together to create effective, coordinated campaigns across multiple platforms.
Here are some actionable resource-sharing tips for a more successful SEO campaign:
Website design and SEO
Your website is the keystone of your digital marketing. It's your number one conversion tool, the platform to which your campaigns will drive traffic. So, you've got to make sure that it excels. The ultimate measurement of your website is how well it works to convert visitors into customers. SEO campaigns support your conversion effort, but they aren't the only factor to support that effort. Website structure (discussed in a related post on white hat SEO tips and tricks I wrote) plays an important role in targeting multiple search terms and reducing negative ranking factors such as a high bounce rate.
A website should also showcase the great content that an SEO team will be creating. Whether building a new website or redesigning your current site, you must involve the SEO team. Without their input, you may discover that your new website lacks the necessary structure or other SEO considerations, which in turn can result in additional costs to rectify these issues, or could undermine your SEO team's efforts.
Social media and SEO
The web is dominated by social networking sites. Coupled with push notifications, social media permeates both our personal and business lives, and social media marketing can be leveraged to have a positive impact on SEO:
- Creating awesome content is great, but if a tree falls in the woods with no one around, does it make a sound? Your social media channels should work to push your content to the masses while social advertising complements your efforts, increasing the reach of your content.
- "Link earning" happens when your website’s content is so mind blowing that people naturally want to link to it (rather than you asking them to). Want to increase your chances of earning links to the content you have painstakingly created? Reference the tree I mentioned in point number one above.
- Target specific individuals or key influencers through social to turbo charge the effectiveness of your content.
- Google keeps their cards close to their chest as to the extent to which social metrics affect a website’s search ranking. Regardless, you can use SEO resources on social to drive more specific and engaged traffic to your site, which will pay dividends for your conversion rate.
PR and SEO
There is a very thin line separating PR and proactive link building. High quality, relevant links are a fundamental factor for a website’s success on Google: more than 99 percent of all top 50 Google results have at least one external link that points to the website. As a result, it's critical that your SEO team and PR team work together. Effective communication between teams will ensure that PR efforts complement the SEO strategy.
- The SEO team can pass on high profile websites that they have identified to the PR team to target.
- SEO and PR teams should agree on any targeted websites so as to avoid irrelevant sites and establish high priority sites for link building or link earning campaigns.
- Use social media to help increase the reach of any successful PR efforts.
- Make sure that your PR team is gaining a backlink from features and linking to the most relevant page on your website, not just the homepage.
Whilst other marketing efforts may not have a direct influence on SEO, they can certainly contribute indirectly. For example, take outdoor marketing. A creative outdoor marketing campaign should be linked with online efforts so that users engage with the brand across multiple platforms. Furthermore, email marketing should increase the exposure of online content created by social media and SEO teams. It is through this type of collaboration that both small and large companies can create not only more efficient resourcing but also more effective marketing campaigns.
Simon Ensor is an SEO specialist and managing director of a marketing agency and consultancy in the UK called Yellowball (weareyellowball.com). As part of their SEO service, Yellowball provide audits, training and full campaign management for clients ranging from cash strapped start ups through to more established SME's, larger blue chips and governments. He is a big believer in ensuring that all marketing efforts are connected and help fuel cross platform engagement as well as efficiency. Say hi on Twitter @simon_ensor