Ben Franklin once said, “We must, indeed, all hang together, or most assuredly we shall all hang separately.” While this idea can be applied to many parts of life, it is certainly applicable to marketing. As a professional at a B2B tech firm, you are likely faced with the task of deciding which integrated marketing programs to put in place that will provide more sales opportunities, increase brand awareness, and ultimately maximize revenue growth for your company.
Not only is search engine use the number one way both consumers and business users leverage the Internet, but a recent study found that SEO leads have a 14.6% close rate, while outbound leads have shown to convert on average 1.7%. Now more than ever having an SEO strategy in place is crucial to maximizing demand generation for your business. While implementing a new marketing program may seem like an expensive undertaking, there are many cost-effective ways to get started. In this blog post, we’ll address
The New Wave of SEO: Applying User Experience
In the beginning, SEO and UX were thought of as separate strategies for website optimization. While SEO focused on attracting visitors to your website in the first place, UX stepped in after a visitor was already on your site with the main goal of driving conversions. While on a very high level these roles still apply, today a successful inbound marketing program doesn’t exist without the integration of SEO and UX.
With the evolution of the Internet comes the progression of how we engage with it. Think of the Internet as an ever-changing landscape, as search engines will continuously adapt to the needs of users and their behaviors. These days, the quality of your website’s user experience is now a significant determining factor to your overall search ranking, with Google taking into account metrics such as bounce rate, time spent on page, and click through rate when deciding where to place your site in search results.
With Google’s algorithms constantly changing and becoming more in tune with user experience over time, SEO has become much more than tactical keyword placements, cross-links and meta tags. SEO today must start from a strategic place, aligning with your business model, business goals and a solid understanding of the value you bring to your customers and prospects—and then telling that story through your online presence.
In spite of these monumental shifts in the Internet, a large amount of misinformation about SEO still exists today. SEO has changed so much in the past few years that many digital marketers don’t know what is now outdated, what is still important, and what will actually move the needle. Here are a few SEO myths to consider for 2015:
These are just a few ways SEO has shifted in the last few years with the biggest underlying theme focusing now on creating valuable content and user experiences.
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