Inside Inbound Marketing: Why SEO Still Matters by Cory Bosket on 12/21/2015 Search Engine Optimization (SEO) is hardly anything new. In fact, you can trace the beginnings of SEO all the way back to the early 90s. In its most primitive state, SEO was an ‘anything goes’ type of environment. Marketers could leverage nearly everything in their power to earn the highest rankings in search. In the wake of these black-hat tactics, the biggest search engines saw an opportunity to provide users with something better, and search engine algorithms were born. Through the years, emerging marketing channels and a continuous push for better user experiences across the web meant that brands needed much more than just SEO to please search engines and earn their spot on the top of the rankings. That being said, SEO is still a vital part of any inbound marketing strategy. If you want to see success in the form of new prospects, better leads and an improvement in ROI, having someone who can understand and manipulate the complexities of search technology is vital. Follow along to see how SEO still continually works behind the scenes to better your inbound marketing campaign. Content Marketing: SEO’s Close Cousin It’s no secret that content is the primary means of attracting and retaining new traffic to your website. When done correctly, content marketing is a great way to build a relationship with your customers. However, text can only take your content so far. This is where SEO comes into place. SEO and content marketing go hand-in-hand, as the success of one relies almost completely on the other. Integrating your content marketing strategy with the more technical SEO side of things will ensure your audience actual sees the content you create, leaving you with articles and assets that people really want and will really love. Create something that offers real value to your visitors, follow best practice techniques, keep your content fresh and up-to-date, and you may just find yourself converting all that new traffic into high-quality leads. Targeting Keywords Still Matters While they certainly aren’t what they once were, keywords should still play a big role in your SEO strategy. In a way, keywords have become informational tidbits that search engines use to measure and analyze your site. After content, good keyword research is the most important detail of your SEO strategy. If you want your site to perform well in search, you need to know what drives audiences before you start writing and create topics that capture the interest and appeal to ongoing conversations across the web. Google’s Keyword Planner There are tons of tools across the web, like Google’s Keyword Tool pictured above, that can help you discover how people are searching for and finding your content. Focus your writing on keywords that attract a large audience, maximizing your search visibility along the way. The key is to find and right keyword density, balancing your targeted keyword usage with the natural flow of your article to capture your audience without sacrificing quality. Better SEO Means Better, Higher Quality Leads Useful, keyword-driven content is one of the most powerful lead generation tools you have. This type of SEO content not only places your articles, assets and webpages higher in search engine results, but it also leaves your brand on top of the minds of your customers. Let’s start by looking at the more technical side of SEO. When Google looks at your website, they determine the relevance of your page by analyzing your content on several factors. On-page keyword usage, title tags, meta descriptions, site speed, linking and headlines are just some of the things Google looks at when analyzing your webpages. Create a headline that attracts people’s attention, write clickworthy titles and meta descriptions, link to experts in your industry and make sure your page performs up to par if you want your page to climb to the top of search engine rankings. The other side of SEO deals with the quality of content you create. In SEO copywriting, you want your content to accomplish two goals. First, your content needs to appeal to the end user, whether it is customers, clients, prospects or readers. Second, your content needs to solve a particular problem the end user has, or provide some value to the user. Before you begin to write, take some time to understand your writing. Find out what they struggle with, what problems they have, and come up with a creative solution. Daring to solve your reader’s problems with your words will help establish your brand as master of your domain. When you effectively combine the two elements of SEO copywriting, Google rewards your site with the most sought after rankings in search results. Even if a lead doesn’t convert on their first visit, providing them with valuable insight and answers to their problems will help establish your online authority. User Experience Google is paying far more attention to user experience than you think. Google wants to assert itself as the leading search engine, and providing users with the best results is their way of making it to the top. Everything from the layout of your page and its navigation to the load speed of images and internal links affects your SEO. Streamline your site with simple navigation, break up blocks of text with images or interactive graphics, and make sure your site is mobile-friendly to assure your audience is engaged with your webpage. There is no simple solution to inbound marketing. Success only comes to those willing to put in the hard work. Start along the path to creating more leads, boosting revenue and building ROI with help from Eyeflow. Our digital marketing services do the heavy lifting for you, deploying all the latest strategies, technologies, and techniques to take your site to the top of search engine rankings and build a loyal customer base for your brand. If you’re looking for a creative way to watch your business grow and achieve all your marketing goals, contact the inbound marketing experts at Eyeflow today. Share the Love Related posts: Inside Inbound Marketing: Creating an Effective Email Marketing Campaign Inside Inbound Marketing: Content Creation Inside Inbound Marketing: Social Media’s Role Inside Inbound Marketing: Paid Advertising’s Role Cory BosketCory is the Director of Content Development at Eyeflow. He graduated with a degree in Multimedia from Point Park University, where he held focus in print writing and online content. When not at work, Cory spends his time conquering Pittsburgh's hills on his bike, tackling DIY projects and crafting creative recipes. 2016 Digital Marketing Essentials Learn how to improve your search engine performance dramatically and do more business online! Check it out!