How to Fit SEO Into Your Marketing Strategy

As digital marketing specialists, it’s easy to “have the blinkers on” and focus solely on the channel or channels nearest to your heart. In my case, this is SEO. Having worked with several businesses and top brands over the past few years, I’ve learned that some specialists and marketing generalists are: Cannibalizing efforts between channels. Undervaluing organic search as a channel. Failing to align SEO with other disciplines effectively. In this guide, I’ll explain why you should include SEO in your marketing strategy. I’ll also explain how you can align SEO with other disciplines—from PPC to brand building. Aligning SEO with other disciplines Specialists can be guilty of becoming isolated from other channels. Often, you’ll hear debates about one discipline versus another, such as SEO vs. PPC. The reality is that having multiple strong-performing channels is vital for business success, and there’s often more opportunity to align than most specialists realize. SEO and brand building/traditional advertising Traditional advertising, such as TV, radio, and billboard advertising, can create a lot of search demand. How often within a TV advert are we prompted to “search” for a brand name or a product?  The SEO team can ensure you are maximizing “SERP real estate” by being an entity in the Knowledge Graph and targeting search features such as People Also Ask. Furthermore, the SEO team can ensure all applicable content is up to date and well optimized. Another area where the SEO department can help out traditional marketers is by using organic search to assist in market share calculations. Calculating market share is tricky, and the SEO team can help you calculate it through a metric called “share of search.” At the EffWorks Global 2020 event hosted by IPA (a U.K. trade body), effectiveness guru Les Binet shared how he was experimenting with “share…

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