Planning your marketing strategy with SEO in mind will give you a good lead on your competitors and take the guesswork out of your SEO efforts. The rules of the game for SEO keep in changing and it is leaning towards providing users with the best result for their search. This means that black hat SEO tactics will prove harmful for you in long term. Whereas concentrating on good SEO framework will reap enormous benefits in the long term.
Hence I suggest the following framework to marketing in order to reap long-term benefits of your SEO efforts and stay in good standing with the search engines:
1) KNOW THE KEYWORDS THAT YOUR TARGET BASE WILL SEARCH FOR
For this, you will need to know the online behavior of your customers. Make a note of what your customer will possibly be searching for when you want them to come across your brand name. Know the state of mind your customer would be in when he/she is searching for particular keywords which are of interest to you. Come up with 20 to 30 long tail and fat tail keywords. And paste them on your desk. Believe me, you will come up with sooo many quality blog ideas.
2) MASH UP THE KEYWORDS TO COME UP WITH A MARKETING STRATEGY OR BLOG IDEAS
Now using the keywords you have identified brainstorm with your team to come up with marketing campaigns or blog ideas. This approach always will get you more bang for your efforts than creating random blogs and marketing campaigns. Having a reverse engineering approach like this to your marketing efforts will yield its benefits and help you concentrate your efforts where it really matters. Also using this approach will help you create quality content which appeals to your users and hence ultimately improves your search rankings as you are continuously making relevant content (user research in step 1 is the key!).
3)BAKE SEO IN YOUR MARKETING CAKE
Get into the habit of planning your efforts with SEO in mind with the given tactics. So let SEO be the driver for your content marketing and social media marketing. Let your team know the purpose behind your approach and what you are hoping to achieve with it. Have a goal in mind and remember, ‘TRACK EVERYTHING’, using all the analytical tools at your disposal, so that you know if you are doing well.
So what are your thoughts about baking SEO in your marketing strategy? Does this approach make sense to you or your team’s working style? Let me know in the comments.