Welcome to the third part of our series of blogs based on inbound marketing. This time, we’re looking at the role that SEO plays in your inbound marketing strategy.
On the surface, inbound marketing and SEO appear to be two separate strategies. However, if you integrate the two together, they will work in harmony and you will much greater results.
What is SEO?
SEO helps you to optimise your website in order to make it more attractive to search engines, boosting your rankings.
Why is SEO important?
It helps to increase the QUANTITY and QUALITY of traffic to your website.
So where does SEO fit into an inbound marketing strategy?
SEO is one of the best ways to drive traffic to your website. Without SEO, you won’t find your target audience online or have a way to drive traffic to your website. Ignoring SEO will make your inbound marketing strategy ineffective. Without traffic to your website, it doesn’t matter whether you have a great user experience or the best, most engaging content because no one is ever going to find or see it.
Can you see how SEO is about so much more than improving your rankings and appearing top in the search results? It helps you to draw in more potential customers, give them the information they’re looking for and pull them into the top of your sales funnel. From here, your inbound marketing takes over by helping to solve their problems quickly and easily.
Now, do you see that, as the two strategies work together, they begin to form an effective and cohesive strategy? The strategies work together to attract the relevant traffic to your website and then convert that traffic into customers.
SEO drives site traffic
Remember the four stages of inbound marketing that we drew out in our first blog post? Attract, engage, convert and delight. SEO helps you to ATTRACT those customers whilst inbound marketing convinces them that they want to buy from you.
Although SEO works within each stage of the process, attracting traffic is its biggest role. Without this site traffic, your website visitors will never encounter your user experience or great content which is designed by your inbound marketing strategy to help them convert.
Your inbound marketing strategy involves creating content which is targeted at your desired prospects and SEO makes this content more attractive to search engines and your audience.
As SEO brings in the initial leads, there is little effect in investing in one without the other.
Content and SEO
We will delve further into how content and your inbound marketing strategy work together later in this series but we’re just going to touch on it now. SEO relies heavily on the content you create as part of your inbound marketing strategy. Content such as blogs and whitepapers are the magnets you use to pull people in and so drive traffic to your website. SEO can survive without inbound marketing because you simply need an offer to pull customers in. However, inbound marketing cannot exist without SEO because if there’s no traffic on your website, how will you convert visitors?