If you read the CrazyEgg blog, you’re probably well aware that the SEO landscape has evolved leaps and bounds over the last five years. Overnight, shady tactics like keyword stuffing and linkwheels have become obsolete.
But here’s the thing. Marketers are still having trouble getting SEO out of their minds. That isn’t a bad thing.
SEO isn’t obsolete. It is still extremely relevant to today’s marketing landscape. What’s different, however, is that SEO has transformed from an algorithm-driven to a user experience-focused engine. Search engines will never be obsolete. A solid SEO strategy requires three key components.
#1: Alignment with the Conversion Funnel
Paths to sales are complex. Today’s consumers are self-driven, and by the time they reach a product checkout page or reach out to your sales team, they’re likely committed to buying. Conversion funnels typically follow five steps:
- Awareness – Prospects become aware of your product or service.
- Consideration – Prospects start to think about purchasing your product.
- Engagement – Audiences engage with your brand on social media.
- Conversion – The moment of sale!
- Retention – First time customers become repeat buyers.
As the following infographic from SmartInsights points out, SEO introduces prospects to the conversion funnel. When people have a specific question they’d like answered (or a problem they’d like solved), they’re likely to turn to Google. Your brand’s presence is a sign that you’re there to provide an answer.
#2 Left-Meets-Right Brain Intelligence
Today’s marketing teams need left and right brained skill sets. Marketers need creativity and imagination to create great content that inspire social shares and—consequently—rank high in search. These same marketers need to master the art of performance tracking and analytics.
The following infographic from Salesforce and Pardot breaks down this concept beautifully:
Influence and storytelling through structure and analytics—that’s the marketer’s mantra.
Marketers need this balance to succeed in the SEO landscape. SEO is equal parts technical and creative. In addition to optimizing your technology (sitemaps, high page load times, etc.), you need to ensure that your content is compelling, interesting, and jam-packed with human interest. User experience is the thread that connects all of these components.
Which brings us to the last infographic in this post:
#3: Relentless Focus
SEO takes discipline, practice, and patience. It helps to have a checklist to keep yourself (and your team) on track. That’s why IDF Marketing created the following guide:
How do you (and your company) approach SEO? Share your thoughts in the comments section below.
- The Shifting SEO Landscape in 3 Infographics - May 16, 2014
- March’s Best: Favorites in Analytics, Conversion, and Copywriting - March 31, 2014
- February’s Best: Favorites in Conversion, Analytics & Copywriting - February 28, 2014