Woman holding iPhone looking at Google search results

Search engine optimization (SEO) is quickly and continuously evolving. In order for marketers to stay competitive in this field, they must keep up with the latest tweaks being made to top search engine algorithms. Those marketers who learn how to successfully integrate SEO into their overall marketing strategy will attract, engage and retain their target audiences in today’s hyper-saturated digital marketplace.

Why SEO Matters for Online Businesses

Experienced marketers know the important role SEO plays in their overall marketing strategy, which is why they implement a wide variety of best practices to optimize how top search engines such as Google and Bing find and rank their websites.

One of the main benefits of a well-planned SEO strategy is more traffic to a businesses’ websites, enabling marketers to reach more target consumers, influencers and users while creating more organic customer experiences.

Keywords Are the Foundation of Content Strategy

In a world where content is king, a solid keyword strategy has never been more important when it comes to targeting, attracting, and retaining brands’ audiences. While most marketers know that they must focus on creating quality content and exceptional user experiences, few are taking steps to properly research and optimize their keyword strategy.

Marketers who are able to identify the topics and keywords their brands want to own are better positioned to understand trends and seize opportunities. While coming up with an SEO strategy can be a daunting task, marketers can facilitate the process by performing an SEO audit of their brands’ digital properties including websites, social media channels and blogs in order to better gauge content reception and performance. Doing so will not only give marketers a deeper insight into what’s working and what isn’t with regards to their existing strategy, but also enables them to leverage SEO best practices to help brands achieve their business goals on the web.

Social Search Ranking

According to an article written by Danny Sullivan for Search Engine Land, Bing and Google’s search engines consider social signals when ranking web pages. In other words, how influential a person is on a social network such as Facebook or Twitter can affect a website’s page rank. Both Google and Bing give weight to the pages influential people on Twitter tweet out.

For brands working on their digital marketing strategy, social search ranking is something that shouldn’t be ignored since top search engines gather content from social networks and leverage social signals to help determine how well a page should rank.

Given the ever-evolving ecosystem of influencers on the web, marketers who want to gain a competitive edge in social search ranking should identify and recruit influencers to promote their brand’s website, blog and other digital properties to improve their pagerank.

The Value of SEO for Businesses

Gradually, more and more marketers realize the value that SEO has for businesses on the web. SEO not only empowers marketers to reach more potential customers, influencers and users, but it also allows them to create more organic consumer experiences.

Today, it’s not enough to optimize a desktop version of a website, own keywords, or get social shares from influencers on Twitter on other social networks, businesses also need to create quality content, memorable users experiences, and conduct social listening to reach and engage their target audiences.

While there’s no denying the importance of SEO as part of a brand’s marketing strategy, businesses that want to succeed must adopt a holistic marketing mindset to form authentic connections and organic returns by creating quality, relevant content for their target consumers.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.

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