In this day and age, a marketing team shouldn’t be developed without SEO in mind. Whether it’s adding an SEO specialist into the team or training your marketers in basic principles, it should be considered to improve the visibility and efficiency of your business.
So much of marketing is digital marketing now. Audiences are online and the focus on physical advertising is dwindling massively. A modern marketing team needs to know how to reach its audience and understanding basic SEO principles is essential to doing so. Whether your business focuses on social media ads, paid search advertising or content creation, SEO should be playing a huge part in your strategy. Read our five points below and you’ll see why it’s vital for your marketing team to understand SEO principles.
It drives content strategy
Content and SEO go hand in hand. If your marketing team isn’t using SEO to guide their content strategy, they’re wasting their time. Marketing teams with a passing knowledge of SEO will know some of the elements they need to implement, but will likely be doing them incorrectly. Coming up with a content idea, writing the piece and then retrospectively cramming it full of SEO elements will not achieve the same results as a properly optimized piece.
Your marketing team should be using keyword research to dictate the focus of their pieces, and the links they want to target. Keyword optimization will guide the style and structure of their writing and make the page more readable for both users and Google. Writing with SEO in mind from the beginning creates good work that gains a higher quality of backlinks. Once your team understands the role SEO plays in guiding their content, you’ll see better quality work with actual results.
Organic is a primary source of traffic (and cheaper)
Sick of the amount you spend each month of paid search and social media promotion? SEO is a much more affordable and long term solution. Organic search has long been the goal of those in the know with SEO. In terms of sheer traffic, no method of delivery outperforms organic search. Paid campaigns might yield better conversion rates, but organic is going to make your business more visible in the long run.
Switching from paid to SEO will take solid time and financial investment. If you’re used to the instantaneous nature of paid search it may be a shock at first, but putting the time into quality and consistent website optimization will yield excellent results.
It helps them understand the web
Understanding SEO is understanding the unique language and environment of the world wide web. A knowledge of its basic principles will keep your team up to date with constantly changing best practices and strategies. Take website errors for example. Understanding SEO can help you spot an error you may not have noticed before, but is having a major effect on your ranking. Technical SEO knowledge is a valuable set that can’t be underestimated.
An SEO literate team is also best placed to deal with Google springing a surprise algorithm update that could ruin your ranking and traffic. These changes can happen any time and in the past have made entire strategies redundant. Don’t lose years of progress because you don’t have a team prepared to deal with the changes.
Couple a marketing team’s natural knack for finding and appealing to an audience with an SEO expert’s knowledge of web best practice and technical solutions and you’re on for a campaign that can’t fail.
Good SEO offers credibility
A well-ranking website is a respected website. Trust is as important to Google as it is to your audience. In a world where people are becoming more aware, they can’t trust everything they read online, ranking highly and appearing authoritative are some of the best ways you can dispell mistrust. Making sure your marketing team have the skills to achieve this is essential.
SEO has developed into a sophisticated way of convincing search engines your website and business are worthy of being considered legitimate. There are a number of ways to do this, from having quality backlinks to optimized on-page elements. It takes time to establish that authority, but it will help both your website and your overall brand appearance.
It improves user experience
SEO teams are here to make sure everyone has a good time. User experience is very important to them and they know the value Google puts on it. Good SEO principles put value on making a user’s time on a website informative, enjoyable and easy. If your marketing team knows this there are obvious benefits for your users and hidden benefits for you.
User experience elements such as load times and average time spent on page are taken into account by Google when determining page ranking. A marketing team with great SEO principles will understand the importance of this and not neglect user experience. See it as just another way to get an advantage over your competitors and improve visibility.