As marketers who help businesses get found online, we focus a lot of time on the content that is on the website. But there is more to be done.
Over the years I have been stressing the importance of content marketing on your website and blogs in order to get your information available to the people who are looking for you. These are not tricks of the trade or SEO optimization programs used for ranking your website. Although the result does help your rank, it is more of a common sense practice.
Simply put, having your message available in as many relevant media sources is just simple marketing. If someone finds your information via word of mouth, or direct mail, or print advertising, they will call you. The same thing in the internet world. Finding a product of service in the social media, email, or search engine results works the same way. The idea is to be found where people are looking for you.
Check out this article on SEARCHENGINELAND
SEO Must Be About More Than Your Website
As marketers, we sometimes need to step back and focus on the big picture. Columnist Casie Gillette discusses how offline, social and email channels can work with SEO for major wins.Casie Gillette on October 28, 2014 at 9:08 am
At SMX East a few weeks ago, Arnie Kuenn, Marketing Land columnist and CEO of Vertical Measures, gave a very interesting statistic around the buying journey.
He noted that 93% of all consumers use search before making a purchase — and on top of that, 86% of people are conducting non-branded queries.
That’s a lot of people using search in the buying process!
The question for marketers is, “Are you optimizing for search?” If you answered yes, here’s another question:
“Are you optimizing for search on all channels?”
For most of us, when we think search and SEO, we think about our website. However, not only do people search on other channels, they also search based on what they see on other channels.
For marketers to truly be successful, SEO has to be synced up with our other marketing avenues. Let’s take a look…
An iProspect study from 2010 showed that 40% of online searchers were influenced by offline channels. A more recent iProspect study showed that 67% of online users are driven to search from exposure to some offline channel.
Think about it this way: 67% of online users saw something in print, on TV, on the highway, or perhaps, on the train during their morning commute and then headed over to the web to search for it.
As marketers, our job is to ensure that when people take that step, they actually find our website. That’s where SEO comes in!
The challenge for us is that there’s a good chance the person searching won’t be searching for your brand. Truthfully, they probably won’t even remember it.
After all, people barely remember advertisers during the Super Bowl, and that’s when they are actually paying attention to ads.
As marketers, we need to align our SEO strategy with our offline marketing campaigns to ensure our site can be found. We need to know:
- What taglines are being used?
- What are the story lines?
- What images are used?
- What’s in the ad copy?
- What makes the ads memorable?
- How will people search for the ad?
These things should then all be integrated into the website and other online channels (think social), geared at capturing your offline audience who will be searching by what they remember.
Here is the thing..
We know where customers are looking for you most online. Really… How do we know? Because we put you everywhere they are looking for you. Local Search, Social, Search, Blog-sphere, Online Directories, Places pages and so on.
BE WHERE PEOPLE ARE LOOKING FOR YOU
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