In Digital Marketing, Search Engine Optimization (SEO) and Inbound Marketing are different in terms of its importance but are complementary to each other. Inbound Marketing can’t be effective as it can be without SEO since it is the beacon that allows internet users to head out onto the web ocean to take the direction of your site.
What is SEO and How does it work ?
Search Engine Optimization or what we used to know as SEO is a process of increasing the visibility of a website to users of a web search engine. It is considered as an organic search since companies don’t need to pay to be shown in the search engine results.
It involves identifying which keywords and phrases your target audience uses when looking for products or services like yours, then working towards ranking well for those searches.
In other words, SEO involves making certain changes to your website design and content that make your site more attractive to a search engine.
Factors that Affect On-page and Off-page SEO
Content is effective in both attracting the search engines and helping your organization make connections with site visitors.
The more quality your content strategy is, the more likely search engines will be to rank your pages higher on the search engine results page.
Here are just a few types of content that you can focus on to help improve your content offering and, thus, your search engine rankings:
- Blog posts and articles
- Social media content
- E-books and whitepapers
- How-To Guides and Tutorials
- Videos and audio recordings
- Infographics or other visual content
The on-page SEO factors are those elements that happen in your website. These are the things that you have complete control over to improve your site following the best practices of doing SEO. This goes beyond just your content marketing to the deeper levels of your site’s HTML.
Here are just a few of the on-page SEO factors that can help you improve your search ranking:
- Title Tag – This tells the search engine on what your page is all about. This contains 70 characters or less including keywords your content focuses on and your business name.
- Meta Description – A little overview of what the page is all about. This should include your keyword and also provide enough details to tell the reader what the content is about.
- Sub-headings – Not only do subheadings make your content easier for visitors to read, but it can also help improve your SEO. You can use H1, H2, and H3 tags to help search engines better understand what your content is about.
- Internal Links – Building internal links, or hyperlinks to other content on your site, can help search engines learn more about your site.
- Image Name and ALT Tags – A keyword or phrase added in the image to better locate your website.
Off-Page SEO refers to all measures that can be taken outside of the actual website in order to improve its position in search rankings. These are measures that help create as many high-quality backlinks (incoming links) as possible.
Types of Off-Page SEO
- White Hat – Experts call it as White Hat SEO because it is the most organic/natural way of SEO, which follows search engine rules and policies. Most of the techniques are done to please the USERS, not the search engines. The primary goal of these techniques is to increase user experience and website usability.
- Black Hat – It is completely the opposite of White Hat SEO which is to please search engines only without giving much thought about the users and relevance. This can be done through bots, programs, tools, etc. without any human involvement.
- Gray Hat – A combination for White Hat and Black Hat SEO techniques.
Inbound Marketing : A step by step guide
What is Inbound Marketing and How does it Works ?
Inbound Marketing on the other hand, is a business methodology that attracts customers by creating valuable content and experiences tailored to them.
Inbound Marketing Strategies
These strategies will help you effectively market to your target audience the inbound way. It includes a number of different channels and types of content to attract prospects and customers to your website. Below are specific strategies for each inbound method of attracting, engaging, and delighting consumers to help your business grow better.
Inbound marketing strategies that attract your target audience and ideal prospects are bound to a content strategy and development.
To reach your audience, brilliant content creation must be published — such as blog articles, content offers, video content, and social media that provide value.
To attract your audience members on a deeper level through inbound marketing, optimize all of this content with an SEO strategy that will require you to target specific keywords and phrases related to your products or services, the challenges you solve for customers, and the ways you help target audience members.
This will allow your content and information to organically appear on the search engine results page (SERP) for the people who are searching for this information — also known as your target audience or the right customers for your business.
These strategies aim to connect to the target audience through valuable contents.
Specific engagement strategies may include how you handle and manage the sales process and make sure you’re always selling solutions rather than the product. This will ensure all deals end in mutually beneficial agreements for customers and your business — meaning, you provide value for your right-fit customers.
These strategies ensure satisfaction for every customer which involve your team members becoming advisors and experts who assist customers at any point in time. It focuses on lead nurturing strategies to maintain existing customers and do lead generation for acquiring new clients.
Incorporating thoughtful, well-timed chatbots and surveys to assist, support, and request feedback from customers is a great way to delight these people. Bots and surveys should be shared at specific points in time throughout the customer’s journey to ensure they make sense and are of value.
Social media listening is another important strategy when it comes to delighting customers. Social media followers may use one of your profiles to provide feedback, ask questions, or share their experience with your products or services. Respond to these interactions with information that helps, supports, and encourages followers — this shows you hear and care about them.
Remember…. “Happy clients means more sales and referrals.”
Inbound Marketing vs. Outbound Marketing in a Nutshell
According to Forbes.com, the average person is exposed to 4,000-10,000 advertising messages each day – everything from TV ads and outdoor signage to radio spots and digital ads all over the internet.
Inbound Marketing allows you to attract your best prospects – and those who are actively looking online for solutions while Outbound Marketing refers to as “interruption” or “push” marketing, uses tactics that get a message to a large number of people in an effort to make a sale. It’s a one-way conversation that typically focuses on the product and reasons why the audience should buy it.
Reasons to Incorporate SEO Into Your Inbound Marketing Strategy
SEO aims to attract traffic
The main goal of SEO is to improve a site’s ranking in the Search Engine Results Page (SERP). But beyond that, the purpose of achieving high rankings is to attract more traffic — and ideally, to convert that traffic into customers and leads.
Quality content is used for SEO and inbound marketing
Good content must be able to meet specific needs, fun to read, provide relevant and viable information, offer a rich and pleasant reading, and be correctly written. To be effective in terms of SEO, a content must therefore be based on the readers, their needs and expectations.
Keywords help you better understand your SEO and Inbound targets
The best SEO strategy is the selection of keywords which is key essential in understanding your inbound targets.
Keys to SEO are also those in Inbound
To grow your business and get new leads, SEO is the key to achieve it.
To magnet prospects, you must:
- Understand the intentions behind the requests of Internet users: Understanding the needs of the target audience means to build trust.
- Work on long tail keywords : Long tail keywords means more visibility in search engine results.
- Optimizing your web pages for mobiles : Inbound requires implementing a multichannel or cross-channel strategy for efficient search engine results.
- Create effective landing pages: these landing pages on which Internet users fall when they click on Call-to-Action (CTA) or organic links, and which allow to qualify prospects by encouraging them to leave their information – the very heart of an Inbound Marketing Strategy.
- Create Marketing Automation : workflows and segmenting your audience will enable you to power your lead nurturing
A campaign that will send specific content to leads based on behavior and data, with the goal of closing more sales. Your automated campaigns can continue to run in the background while you focus your attention on bigger projects. In other words, doing SEO to Inbound Marketing improves the chances of generating qualified prospects allowing them to be sent to a support system that have been specifically designed to convert them into customers in the long term, in an inbound approach.
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