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Is Your SEO Truly Strategic?.
For most brands, organic traffic is the largest driver of sessions to their site and so by extension, the greatest source of revenue or conversions.
Yet traditionally, organic search can receive a fraction of the investment, both financial and in resource, compared to other digital channels which may make a louder noise than their contribution warrants – such as paid, display and even offline.
So a more strategic approach to SEO is vital to protect the significant contribution made by organic. To identify if your brand is using SEO strategically, ask yourself the following key questions:
SEO and Multichannel
Where does organic search fit in within an overall multi-channel strategy? For example, is organic being influenced by awareness raising channels like display which raise brand profile and have a knock-on effect on organic brand search?
SEO and User Journey
Where does organic traffic sit within the user journey towards conversion? Is it an acquisition tool to introduce your audience on a first click attribution basis or through organic brand search? Is organic bringing users back to your website and so plays a greater role on a last click attribution basis – or both?
SEO and Brand Strategy
How does your organic search presence reflect your brand strategy? For example are search snippets reflecting key brand messages and are these being updated over time? Is this being achieved whilst still balancing organic search and technical SEO imperatives to target specific keywords? Is organic being strategically integrated with other channels such as social media – for example, if you are developing a brand device of a hashtag is this being surfaced through your organic search results snippets?
SEO and User Intent
Is your keyword research for SEO purposes reflective of wider user intent and targeting different segments from end users but also potential influencers such as blogger and brand advocates in the B2C space or specifiers in the B2B environment?
SEO and Content
Is the right content being surfaced through organic search? For example, are your organic search results gaining traffic and visibility for out of date legacy content, particularly in an e-commerce environment? Or are the latest versions of your product or service being promoted through organic search – if you have an annual update of your brochure or inventory, how is your organic search and SEO strategy accommodating this regular change? If required, how is your SEO strategy achieving a peaceful co-existence between old and new versions of content? These are all strategic content led objectives which could be fulfilled through a strategic approach to SEO.
SEO and User Experience
How is the different intent of users behind different types of search activity being reflected from organic sessions when they then arrive on the site and their differing forms of user experience? Could this experience be personalised based on the source of the user (organic search) and the behaviour of the user on the site, both implicit and explicit, to ultimately increase conversions?
SEO and Competition
Is SEO being used to create competitive advantage or, more importantly, to target your competitors head on? For example, are you monitoring new opportunities emerging, perhaps arising through botched site migrations or SEO foul-ups amongst your competition? SEO doesn’t just mean your SEO – it can also mean paying as much attention to the SEO of your key competitors.
SEO and Business Intelligence
How is data created by the discipline of SEO and findings from key SEO tools feeding into market intelligence or business intelligence for your brand or organisation at a strategic level? Are you sharing and learning from the insights which SEO analysis can generate around user behaviour, competitor activity, search trends or customer intent to then inform, influence and shape strategic decisions around product, distribution or content? For example, increased awareness of search activity around installation or application of your product could highlight the need for improved content such as user guides, or even developing a network of intermediary resellers, referrers or installers?
In summary, SEO as a discipline or service can fulfil so many more roles other than the common scenario of being brought in to fix issues around lost visibility, rankings and traffic when things have gone wrong. And SEO can even contribute more strategically than when used as a progressive and positive SEO programme of ongoing improvement to increase traffic and revenue.
SEO deserves greater investment and in return can play a key role strategically across many areas of your business – especially if you are striving towards a more joined-up approach to multichannel digital marketing. SEO can even support your organisation’s omnichannel journey towards delivering consistent customer experience across every touchpoint.
If you’re interested in learning more about how Sagittarius can help your Digital Marketing endeavours including SEO please drop us an email to email@example.com or call us on 01233 467800.