Everything you need to know about SEO, published jointly with Search Engine Land every Thursday.
The importance of SEO in omni-channel marketing, part 2
Search engine optimization is a critical component of digital marketing, but how can you incorporate it into your omni-channel marketing strategy? Columnist Trond Lyngbø lays out his process for doing just that.
The first part of this article series on SEO in omni-channel marketing explained how search engines are intimately integrated into your customers’ lives. Ignoring SEO will eliminate you as an option when customers evaluate and buy things. SEO is critical to any company’s financial success and should be a top priority.
Today, let’s look at a seven-step process to incorporate SEO into an omni-channel marketing strategy.
Note: This blueprint was inspired by P.R. Smith’s SOSTAC framework, an effective model for various elements of business strategy planning. You can learn more about it here: http://prsmith.org/sostac/
Step 1: Situational analysis — Where are you now?
On a treasure hunt, it’s better to know where the chest of gold coins is buried before you start digging! Data from an SEO analysis that looks at your customers, competitors, potential growth areas and ways to secure your investments help your business grow faster.
Ignoring situational analysis creates problems that snowball over time. Many businesses have faltered at this stage — and paid a high price for rushing right into tactics and implementation.
Remember, you can’t fix what you don’t know is broken. An experienced SEO analyst can give you a realistic picture of where you stand and show where your weaknesses lie. Maybe it’ll come as a shock to know you’re invisible to 95 percent of your prospective customers — but this knowledge can help you revise your strategy.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.