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Anastasia Sidko

How to Combine SEO with Other Marketing Activities

Anastasia Sidko
How to Combine SEO with Other Marketing Activities

When we think about SEO and keywords, half of what we used to know and practice is water under the bridge. Search engines constantly update and complicate their algorithms, which forces the SEO profession to become more complex and SEOs to become more flexible.

It is time for content marketing, social media, networking and user experience come on stage and become deeply intertwined with SEO. As we can see, modern SEO cannot be effective if it is not used in combination with other marketing activities. Success requires a more diverse approach and professional skills beyond SEO; and the interaction of SEO with other marketing activities has become more important than ever before.

We discussed this topic on a recent #seocafe chat.

Let’s see how one can coordinate their SEO workflow with other processes in order to be more successful.

How Can Social Media Benefit SEO?

Social media is one of the most powerful tools for leveraging your digital marketing strategy. “Your social presence can help with your branding, networking and link acquisition. It can directly and indirectly impact organic search results,” as Jignesh Gohel @jigneshgohel points out.

How can your social media strategy impact your organic visibility and rankings?

  • Social media is an indisputably efficient way to distribute your content, and what’s more, social likes and shares lead to longer content life and greater visibility.
  • The more links that lead to your website, the quicker search engine crawlers will find and index it. So promoting your site through social channels can ensure that it will be indexed more quickly, which has a direct impact on SEO.
  • Social media is a powerful tool for increasing brand recognition. Having a strong presence on social platforms builds trust around your brand brick by brick. Even those who have never been familiar with your company before may start searching for your branded keywords after discovering it through social media.
  • Social media engagement can serve as a litmus test and show what type of content your audience likes or dislikes. Thus, you’ll be able to recognize trending topics and build your SEO strategy around them.
  • Every piece of content shared via social media adds authority and credibility to your domain. When users visit your website via social media, your website traffic increases. And all of these things together help you get better domain positions in SERPs.

How Can You Synchronize Your SEO and PR Activities?

PR and SEO share the same goal – to deliver information about your brand to your target audience and expand the reach of your company. To make a long story short, “SEO and PR must go hand in hand at every level in order to build interest and links.” – Jim Munro @Jim_Munro.

Let’s take a look at the best way to integrate your SEO and PR efforts for maximum effect.

  • A winning strategy: promote content created for SEO by means of PR.
  • Use the experience of your PR specialists to find out which content works better with your target audience and what’s trending; adjust your strategy and outreach accordingly.
  • Use the experience of your SEOs to make your PR activities more effective, visible and on target.
  • Use the results and feedback that you get from SEO to improve your PR strategy.

How Do You Integrate SEO and PPC?

Quite often SEO and PPC are viewed as two very diverse marketing processes and used separately from one from another, and each has its supporters and opponents. SEO can bring good results, but you need to be patient; PPC, on the other hand, can deliver results much faster, but it will cost you money.

But if you’re not aligning your goals and campaigns for organic and paid search, you’re wasting both your time and money. Here is how well coordinated interaction between SEO and PPC can help you:

  • PPC, with its quick results, is a good way to test keywords for your SEO strategy, and to find out which ones convert better. It is also good for A/B testing landing pages, as it helps you see which one is driving more customers.
  • Find out which PPC ads get more conversions and use them to create titles, meta tags and page content to boost organic traffic.
  • Use PPC for A/B testing of keywords and landing pages. PPC is great to offer an indicative of conversions. “It can help you prioritize your SEO efforts.” - eDigitalAus @eDigitalAus.
  • Use keywords for which you rank high in organic results for your PPC campaign to increase your CTR.
  • Combine SEO and PPC efforts to create “a consistent multi-channel brand message.” – Rohan Ayyar @searchrook.

Good integration of all your marketing activities is able to take digital marketing efforts to the new level. All the results, insights and ideas that you get from one process can also be used for another. Doing this will help you avoid possible mistakes and spot missed opportunities and will prevent you from doing double work.

Do you have any additional tips for integrating SEO and other marketing activities? Let us know in the comments section below!

Anastasia Sidko, Content Manager at SEMrush. I have four years of experience in content creation and public relations. My areas of interest include SEO, digital marketing and content marketing.

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