SEO: Essential for Effective Inbound Marketing

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SEO: Essential for Effective Inbound Marketing

Search engine optimization plays a critical part in the success of your inbound marketing efforts. Implementing a solid SEO strategy increases the effectiveness of the other two pillars of inbound marketing: content marketing and social media marketing. Working together, these strategies drive targeted traffic to your website. All of these content strategies need to be optimized in order to work towards the common goal of inbound marketing:

  • Attract visitors
  • Keep them coming back
  • Convert visitors into leads
  • Nurture leads to build relationships and hopefully, turn them into customers.

How has SEO changed?

Since inbound marketing has been introduced, creating quality content is still the most important criteria for search engine optimization to be effective. Although search engines have changed the way they present and rank information to users, this change has made the results much more personalized and localized to each individual user.

Investing in original, quality content creation is essential is no longer an option if you are serious about inbound marketing. Rather than play games with search engines, provide them what they want, written in a way that helps them index and rank your content more effectively.

Check out this post by Brafton for a bit of history as to how SEO has evolved over the last 15 years.

SEO: Essential for Effective Inbound Marketing

Start with keyword research

Before you start optimizing your content, do some keyword research and build your list. Think about how your prospects and customers search for your products and services. Come up with a list of the top 10 keyword phrases that you absolutely want to rank high in the search engine results. Then focus on using those appropriately on your site, especially on your pages. For your blog posts, you most likely will have a longer list of keywords that you want to use for blog categories.

Quality content written to focus on specific keywords has several benefits:

  • Content will meet the needs of your audience;
  • Clearly written content will enable your audience to better understand what you are writing about;
  • Search engines can index your content specifically for how you want to be found.

On-page SEO Tips

There are a few things to remember when optimizing your website content. 

  • Use your keywords in your page and post URLs. If you are using WordPress, set the permalinks to https://yourdomain.com/%postname%/.  It will use the title of the post or page in the URL, but feel free to craft a better one for each page and post. 
  • Use a search engine optimization plugin to help you with the key areas that you need to address – i.e. the SEO title, meta description and use of keywords within the content itself. I recommend Yoast SEO.
  • Be sure to use your keywords properly throughout your content to enhance your efforts. Include them in your SEO title tag, alt text, headings, but also as anchor text for links, both internal and external. This will help the search engines determine the best terms to use when ranking that particular page.
  • Create and encourage inbound links.  Link out to other expert posts from within your content.
  • Publicize your content. Post it on your social media properties. 

If you haven’t included search engine optimization in your online marketing efforts because you thought it was too difficult, now is the time to invest. There are some fabulous tools that can help you with the process, enabling you to win the inbound marketing battle.

What questions do you have on SEO that I can answer? Also, share your SEO resources that you find useful with all of us.

7 thoughts on “SEO: Essential for Effective Inbound Marketing”

  1. Thanks a lot for sharing so specific information in detail, I learn from it. I just start to involve in SEO and it is difficult to me to deal it well, so I would like to learn a lot from you, thank you :)

  2. Very good post and great to see how quickly you answered the previous commenters (I was going to answer Samuel, but I think you got it covered!) :) Let’s see, a resource that might be helpful is SEMRush (just the free service is fine) for finding what keywords your competitors are getting traffic from. This can be helpful in knowing what keywords are already delivering traffic, assuming you can do what ya gotta do to get your site ranking for it, too. ~David Walker

  3. SEO really increase the effectiveness of inbound marketing strategy. however I found really hard to do it properly, because I am not a specialist (yet) but I am a quick Learner:)

    • Hi Anna, Good for you for learning how to do SEO as that can be valuable to gaining more visibility on the Internet. But somehow I think you know more than you are letting on :-)

      Cheers.

  4. Hi Debra,
    I really admire your description on SEO. I have one confusion in my mind or you can say i have one query. Somebody told me to link out to the “edu” and “gov” links only. So please tell me Debra, is it essential to link out only to EDU or GOV links? Or We can link it out to anyone of good website?

    Thank you for sharing such a great and informative content with us.

    Good Luck and God Bless!!

    With Regards!
    Samuel Joshua

    • Hi Samuel – I can understand why someone would tell you this about .gov and .edu domains because you just can’t buy them without proof you are a government or educational business, so in that sense, you will most likely be linking to a quality site. However, any site that is legitimate, has a good page rank and is not just scraping content from other valuable sites is worth linking to. Do your homework when you work on your SEO strategy about which sites you want to link to and try to get backlinks from.

      Good luck.

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