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 an SEO agency 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.

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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 & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.