Why SEO Is Still Important To Your Entire Digital Marketing Strategy?

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Search Engine Optimization (SEO) is an integral part of digital marketing.

SEO helps brand visibility. When done right, SEO can create the most consistent and by far the highest quality source of traffic, requiring no ongoing maintenance.


However, SEO is usually the most isolated part of marketing. Whether it's an in-house team or a third-party service delivering your SEO campaigns, it usually exists on its own without actually communicating goals, progress, or results to the entire company.


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This creates silos that can lead to poor results and even a reputational crisis.


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How does SEO work in digital marketing and how can a business make it work better?

What is SEO?


SEO is a collection of tactics (content, techniques, link building, even website security and usability) that ensures that your website is easy for search engines to understand.


Basically, it ensures that a machine knows that your page will be easy for a human looking to solve a related problem to find.


Search engine traffic is one of the highest quality for many reasons:


  • Unlike PPC (paid) traffic, it doesn't require ongoing investment to keep coming

  • Unlike social media traffic, it doesn't require continuous work to keep coming

  • Unlike social media traffic, it doesn't interrupt people's browsing. Instead, you give them what they were really looking for.


In other words, it is consistent and converts well. No other digital marketing tactic beats that.


In addition to driving direct traffic, search engine optimization helps build brand awareness by increasing your brand's organic search ability.


Keep Your Entire Team on Top of Why SEO is Important


The best thing about today is that everyone understands the value of ranking high on Google! Sadly though, many people just know that they "need SEO" without really understanding what that means.


SEO these days is too difficult for a digital marketer to do alone. Many SEOs find themselves in situations where an executive just comes down and says, "Why aren't we well positioned for 'ding wobble'?"


Keep working hard with teams to understand how they contribute to the SEO process:


  • Product Marketers who are responsible for business, people, and messaging understand that SEO is critical to driving the bottom line figures they seek. Part of the personality development process should be the development of the “digital personality” - what websites and search terms are these people searching for? This helps the product marketer when it comes time to develop messages as it will be critical to developing the content so the correct search terms better be there.


  • Field Marketers responsible for campaigns need to know how SEO fits into their campaign, how it is, in fact, critical to our generation of demand, and how to make sure to keep campaigns integrated.


  • Marketing Communications are creating the content, so SEO should be a priority for them, as the content itself will be critical in influencing SEO success.


  • But that is not all! Often times other groups are creating content (press releases, blog posts, presentations, etc.) that also ends up on the web and has an impact on SEO. Whether it's corporate communications, investor relations, or even legal teams, working with them is critical.


  • IT Manages the infrastructure and can be very important for the technical aspects of SEO.


  • Sales and customer service teams are at the forefront of marketing and speak to their current and future customers, so they must be involved in the SEO strategy. Creating relevant content goes beyond keywords. You need to tackle real problems and answer questions from real people, and your customer-facing teams will be your best source of inspiration here.


  • Executives Care Too! While they often cannot influence day-to-day SEO, they will care a lot about the bottom line, which SEO contributes to.


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Educating all these people about SEO helps them to empower them, as well as to position themselves, SEO, as the expert on the subject who is not just someone from the back-office who gives very little visibility to the black box of SEO, but someone who is actively educating and contributing to the success of the organization.


Review and analyze common KPIs early and often to make sure everyone knows what victory looks like for the team.


Additionally, SEO should be a solid part of any project launch as it affects every stage of product positioning. From choosing a business name to choosing a website builder, your initial efforts should be driven by SEO best practices.


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