Marketing’s Next Move: SEO As a Strategy

Strategies like Search Engine Optimization target customers at the moment they want to buy.  Through analytics, marketers can accurately track where customers come from, how long they stay on a site, what campaigns bring in the most sales and more. Marketing is making the move towards SEO

SEO is Measureable:

Tracking the effectiveness of marketing dollars has always been the hard job of advertising and marketing departments.

It’s difficult to track how billboards, print ads and TV commercials bring in customers, and if sales are a direct result of traditional marketing campaigns- “what’s the ROI?”

It makes sense that marketers would move towards SEO and search volume/analytics on keywords. Whether it’s PPC, SEO, Social Media, or Conversion Optimization, through analytics, you can track how a particular campaign directly influences website traffic, leads, and sales. Everyone involved can see the statistics and can change plans to
improve performance.

SEO is Targeted:

Every month, there are 14 billion online searches.Many of those searches are for products and services.

Each industry has keywords that are searched on thousands of times.

Top rankings in the search engine results has the potential to capture a massive demographic that is looking to buy specific products.

As reported in Cornell University’s Eye Tracking study- 56% of searchers click on the 1st search result.

A big difference between traditional marketing/advertising and digital, is search marketing directly hones in on a demographic of customers who are looking to buy a specific product.
While traditional reaches a vast, ambiguous audience, search marketing reaches the right customers at the exact moment they want to buy. Traditional marketing is like blindly casting a wide net.

SEO as Strategy

Good search marketing campaigns achieve a balance between SEO, Paid Advertising, Social Media, and conversion strategies that drive website traffic and turn that traffic into sales. When each of those strategies blend together perfectly, website revenue increases dramatically.


Mike Toner

Based in Alexandria, Virginia Michael is the Manager of Social Media at Navy Federal Credit Union. By evening, he's a husband, dog owner and runner. Toner writes about social media strategy, tools, training and best practices for social and digital marketing programs.


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