Anyone marketing online must take SEO (Search Engine Optimization) into account. The following SEO tips will demonstrate why search optimization plays such an important role in online marketing.
Given that the vast majority of all Internet traffic originates from organic search, marketers who neglect search optimization in any type of online content – whether it’s a blog, image, video, press-release, ad or anything else, are missing a trick.
To demonstrate how SEO plays a pivotal role in the effectiveness of any marketing campaign, we’ll compare the following similar phrases and explore their SEO profiles to derive marketing insight into how and when they should be used:
- online marketing
- Internet marketing
- digital marketing
- Web marketing
English synonyms aren’t SEO and marketing synonyms
The above four phrases all mean pretty much the same thing in English. We all intuitively understand them to mean something like “marketing activities occurring online in digital form“.
Marketers might not lend a thought to which phrase is the best one to use for their particular campaign. After all, they all mean the same thing, right?
In SEO, these four phrases have completely different characteristics that makes one better to use depending on a whole host of factors, including, but not limited to:
- business or marketing objectives
- type of content
In other words, SEO phrasing of marketing content should be dictated by the audience and marketing objectives, combined with insight and understanding of the SEO profile for the phrases used.
SEO tip #1: Marketing language must arise from both an understanding of the audience and SEO keyword research.
Synonyms (SEO keyword variants) have regional differences
When deciding which marketing phrase to use in, for example, an advert or blog post, it is important to know where the intended audience is. This is because SEO keywords have different search characteristics in different regions.
Here’s the Google insights for search map for “online marketing“:
As you can see, two phrases which mean the same thing to most of us have completely different regional or local SEO characteristics.
SEO tip #2: SEO phrases in marketing content must be carefully selected based on regional or local search behavior in the target audience.
Some SEO variants are better than others
From the second SEO keyword map above, it may seem that anyone talking about marketing in Italy should use the phrase “web marketing“. Unfortunately, things are not quite as simple because SEO is dynamic. It changes constantly and is driven by competition on SEO keywords and phrases.
There are a number of other considerations, namely:
- what are the overall search volumes
- how much competition is there
It may surprise you to learn that the phrase “Internet marketing” generates as much local monthly traffic as all the other variants put together, in the US:
- Internet marketing: 22 200
- online marketing: 9 900
- digital marketing: 5 400
- Web marketing: 4 400
Yet globally, “online marketing” is used almost in equal measure with “Internet marketing“.
SEO tip #3: The highest traffic volume SEO phrases aren’t necessarily the most effective. Highly focused, local SEO phrases may provide much better returns.
Are you a marketer learning how to use SEO to improve online campaigns? Have you been using SEO successfully, or unsuccessfully? Share your thoughts and experiences on the role of SEO in online marketing in the comments, or join me on Twitter, LinkedIn or Google+ to continue the conversation.
Resource: Sheffield seo company