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How SEO Influences Your Inbound Marketing Strategy

Marama Carmichael

If you have anything to do with marketing, chances are you’ve heard of the terms “SEO” and “Inbound marketing”.

SEO, or Search Engine Optimisation, is all about making sure that your sites content aligns with the way people search and the way search engines find results.

Inbound marketing, however, is the method of drawing in clients by creating a frequent source of interesting content that will entice and engage potential customers. Combining these two concepts is so natural it’s almost silly to think of them as separate strategies, and we’re about to explain why.

Search Engine Culture

Back before search engines and mobile devices, people didn’t know about a service unless they saw a sign or advertisement for it. They couldn’t just look up ‘bakeries near me’, they had to either drive around looking for bakery signs or check the phone book for bakery listings. Now, they can not only search online maps for all nearby bakeries, they can do a detailed search only for bakeries that sell danishes or wedding cakes.

In fact, they’d rather have results on command than wait to be told what to buy by an ad. This means that companies that want to be found need to fully reverse their tactics from billboards to search engine optimised websites that are easily identified when potential clients are searching for something..

Inbound Marketing Content

Created from the rise of the search engine culture, inbound marketing is all about getting consumers who actively look for things to buy. News stories and blogs are particularly popular inbound marketing content as it gives companies a chance to publish relevant, educational, and enjoyable information about themselves and their industry. This keeps their content current and provides potential customers a chance to engage with the business. Usually, these blogs end in a call to action, inviting readers to join the mailing list or ask about a consultation for the product or service.

SEO Targeted Content

When writing your inbound marketing content, the natural question is then how will readers find it so they will be delighted, entertained, and intrigued into becoming customers.

The answer is search engines.

People are performing searches all the time, seeking new information about questions they want answer to. By writing interesting and topical articles that are SEO optimised to their own content, you are helping curious readers find your site, and potentially welcome them as customers.

A fitness centre, for instance, might publish healthy smoothie and protein shake recipes. This is a popular need for their target audience (health-conscious consumers)  and brings readers to their blog who are more likely to become gym members later on.

The key is to clearly state the usefulness of the content and its central points in a way search engines can read. Consider how users ask questions and answer them with your title and headers.

Marketing is a constantly evolving, with different methods that help businesses reach their target audiences. Often the best marketing techniques are effective combinations of methods already being used.

Both SEO and inbound marketing are popular and effective marketing techniques, combining them is as natural as food stands at sports games. People will be searching for information relevant to your business, and you are creating that content.

Companies and organisations that successfully optimise their content to be found by curious search engine users will find themselves higher on the results, more often referenced, and facing a significant increase in reader traffic.

Now it’s up to the quality of your content to convert those readers into customers. For more helpful SEO tips, contact us today!