There is a lot of controversy on search engine optimization out there. Many methods are denounced by Google, and many are relying on inbound marketing to solve their SEO issues. What many people don’t realize is that search engine optimization is a huge part of inbound marketing, and both need to be used in order to see the results that you need. It doesn’t have to be a search engine optimization vs. inbound marketing thing; the key is learning to get the best of both worlds.
The world of online marketing and search engine optimization is constantly evolving and changing. For me, it seems like as soon as I master one method of SEO and find that it works really well, Google just throws it back in my face and says oh no, you can’t do that! Frustrating, I know, but I also know that I’m not the only one!
The real question becomes, “With all the obsolete and outdated methods out there, which of the new methods can I trust?”. It’s a quandary for all, and it becomes a gamble when you start to deal with new strategies. Which ones will work? To answer this, you need to take a closer look at inbound marketing and compare it to search engine optimization to see where your next step should be.
Interested in learning more about implementing an inbound marketing campaign that can get your site ranking at the top of Google? Give us a call at IMPACT and learn how we can help!
Search Engine Optimization: What NOT to Do
If you’re employing the same tactics as your were a year ago…or even six months ago, you could be hurting your chances of a first page search result. Google constantly changes their search algorithm and your methods could be out the door. If you don’t adapt to these changes, you won’t get the results you want, and you could even be counteracting all of your hard work. Whenever this algorithm changes, some sites can take a huge hit!
Looking back at the good old days when search engine optimization could mean filling webpages with one keyword to improve their rank on search engines, that used to work great! Then search engines got smarter, and blocked these pages. But fear not, another tactic emerged. Sites had white text on white backgrounds that were filled with keywords as well. Genius! Invisible keywords right? Wrong. Google said nope! And then their sites were blocked.
Now websites with paid links are being blocked! The truth is, no matter what sneaky, easy way out there is, only good, old fashioned hard work and time can improve your rank on the search engines.
What About Inbound Marketing?
Now let’s look at the new and improved way of marketing: marketing with an inbound spin! The internet has revolutionized the way we need to approach marketing. TV ads, big, huge billboards; they just don’t work. And when the DVR came around, I know I just record things for the express purpose of skipping the commercials. And junk mail? Forget it. Half is never opened.
Okay, so I just said throw your whole outbound marketing campaign out the door. Now what? How about inbound marketing. It’s an interactive way to market. By attracting customers to you, not you to them, you can effectively save time and money on your marketing. By using ebooks, blogs, whitepapers, and infographics, you create offers that traffic can’t help but download. Who doesn’t like free stuff?
And if they are attracted to your website from your content, they will come back! You should also add social media! When you have a large social media presence, it’s 110% easier to reach out and find customers or prospects. As your followers tell others about those great ebooks you offereed them earlier, you get free advertising and you reach more potential customers!
The truth is you have to have a good mix of both on and off page search engine optimization in order to be successfully ranked for your industry keywords. The more links you have to your site from social media websites, especially tweets, the more traffic you’ll have, and the better the rank for your site will be. On-page SEO optimizes your webpages to be as search engine friendly as possible, and pushes you higher on the SERPs. By having both of these tactics mastered, your brand will have an increased reach and traffic. They’re also pretty cheap! Throw in a little inbound marketing, and you have a great marketing campaign with loads of potential!
So it’s out with the old, in with the new. In today’s day and age, videos, images, and infographics are much more valuable online than pages of content! So reanalyze your SEO efforts and optimize your campaign to generate loads of traffic for your company!
Search Engine Optimization vs. Inbound Marketing: Working Together
Looking to learn more about how to start your inbound marketing campaign? Contact IMPACT and we’ll get you started!