We’re teetering on the verge of 2016, and if you haven’t figured out the synergy between SEO and other marketing channels by now, you’re probably not going to see much organic traffic growth in the new year.
Web marketing companies in Canada, US and abroad are starting to realize that SEO does not exist in a vacuum. This siloed approach to SEO fails to factor in how important social media, PR, offline marketing, and even email marketing can be to your overall web marketing strategy. Citations, brand mentions, search relevancy, content, and links needs serious TLC if your SEO is ever going to work. Some web marketing companies are catching on; others are starting to fall behind.
The Mercurial Nature of SEO
SEO is more a verb than a noun in the sense that it’s always on the move. Some web marketing companies struggle to hit this moving target. Consider how much our understanding of SEO has changed in recent years:
Key components of SEO in the early 2000s:
- Crawl
- Keywords
- Links
- Rankings
Key components of SEO in 2016:
- Accessibility
- Knowledge Graph
- Mobile
- Press and PR
- Structured Data
- Localization
- Webspam
- Links
- Internationalization
- Page Speed
- Crawl
- Usage Data
- Design and UX
- Keywords
- Rankings
- Content
- Social
The list goes on and on. SEO is a dynamic challenge for web marketing companies, and it’s ever-evolving needs now demand expertise from many different multiple channels.
Cross-Channel SEO Synergy
Creating synergy between your various marketing channels will help you in a number of ways. Not only will it boost your SEO campaign results, but it will improve your overall marketing efforts by giving you more chance to capitalize on sales opportunities. This synergy will also allow you to create an “omnibrand” presence that will remain strong regardless of how any single marketing channel performs.
SEO, marketing, social, and PR teams are all involved in developing a strong online presence in 2016. There must be synergy between these different wings, whether they’re located in-house or not.
Step-by-Step Guide to SEO Synergy
This is an example of what the avant-garde web marketing companies are up to with their SEO strategy for 2016. Take note of the cross-service collaboration that is needed for optimal results:
Let’s assume you have a big event to promote in Toronto. You decide to get word out by creating a webpage and promotional video. You rely on SEO to gets as many eyes on this content as possible.
First, a meeting would need to be arranged between all marketing channels to discuss the direction for the content and promotional strategy. Marketing, PR, SEO, Social, Email, and Paid Search and Display representatives will need to be present. Some web marketing companies combine these areas of expertise in one full-service suite to eliminate the stress of coordinating this kind of large-scale meeting.
It’s time to start planning your event page. The SEO and paid search teams would conduct keyword research, which would then be used to develop the content promoting the event. The SEO team would offer their recommendations for page optimization.
Now you want to develop the to promote the upcoming event. This video would be published on the company’s YouTube channel, which would be accessible through the event page on the main website – the synergy is apparent here as multiple wings of the project must collaborate. The SEO team would tweak the YouTube meta tags, titles, descriptions, and interlinking style for maximum results.
You’re ready to create the event page to be published on-site. If you want it to soar in terms of SEO, it would need to include: detailed, engaging content outlining the event, on-page optimizations that follow current best practices, structured data markup (where applicable), the marketing team’s YouTube video, embedded Google map listing, prominently-placed social share and email contact buttons, and a succinct contact form.
The SEO, marketing, social, and PR teams are all involved. All channels worked to extend market reach and optimize the content message. A holistic approach to SEO is the way forward for web marketing companies in 2016.
If you’re looking for web companies with global reach, or would like to learn more about SEO strategies that would benefit your company in 2016, call (416)-619-7935 today.