What's the best way to balance SEO with other digital marketing channels?

Identifying the target audience and establishing goals is undoubtedly an initial step. However, it's crucial to emphasize the significance of search intent in this context. Recognizing that a majority of transactional intent is addressed through advertising (such as Google Ads and Google Shopping), winning traffic or revenues solely through SEO for these queries can be complex. For this reason, I recommend: - Employing SEO for informational content, focusing on awareness and consideration stages. - Using PPC for all aspects related to transactional intent, including retargeting and purchases. Implementing a strategy that integrates both approaches is vital to crafting a comprehensive and effective marketing plan.

Balancing SEO with other digital channels requires a deep understanding of your goals and audience. I've found that integrating SEO with social media and content marketing helps create a holistic strategy. Consistent branding across platforms is crucial, and data-driven insights enable optimization. Regular testing and adjustments are essential for success in this ever-evolving landscape. It's about aligning your digital efforts to maximize your online presence effectively.

Identifying the target audience & setting clear goals is the initial crucial step. It's imperative to underscore the importance of understanding search intent in this context. Given that a significant portion of transactional intent is addressed through advertising channels like Google Ads & Google Shopping, relying solely on SEO for these queries can present challenges. I recommend: Leveraging SEO for creating informational content, focusing on building awareness & guiding consideration. Utilizing PPC for all aspects tied to transactional intent, including retargeting and facilitating purchases. Adopting a strategy that seamlessly combines both approaches is essential for devising a comprehensive and highly effective marketing strategy.

The right balance varies for each business. First, please be sure to know your audience well. Are they more active on search engines, social media, or email? Understanding their preferences will guide your strategy. Second, know what you want to achieve with your digital marketing efforts. Do you want more website visitors, leads, or sales? Your goals will determine where to focus. Lastly, you can experiment with these channels, starting with SEO, which helps you generate leads (like paid+e-mail marketing at a low cost) and build your brand awareness (same as social media) when you rank high on SERPs. Stay updated on industry trends to refine your approach.

Start with your current position: Are you new to the market or you've been around for some time so people know your brand? What competitors are you trying to match/beat? What your audience like (are they Gen Z or maybe baby Boomers) so you can focus more on platforms where they are...? It's never the same with differenr brands of even different brand products. If new to the market, I always suggested 80:20 in favour of ads, while building SEO presence. After six to 12 months we can talks about different budget distribution and slowly shitfing your budget to specific PULL marketing platforms: to be present where your audience is actively searching for what you're selling.

Balancing SEO and the tone of your brand can be pretty tricky sometimes. A great example of this is organizations that have established a humorous brand tone and play a lot with puns and misspellings. Unfortunately, search engine crawlers lack a sense of humor, and assume a website with misspellings or nonsense isn't trustworthy. SEO is all about search. What are your potential customers typing into that search bar? Answering those questions as thoroughly as possible and establishing yourselves as experts in the industry is the way to get ahead. If that approach conflicts somehow with your brand, maybe SEO isn't for you.

Imagine your brand as a person, and each digital marketing channel as a different social setting. If your brand is friendly and approachable, it should maintain that warmth on social media, in email communications, and on your website. If it's more formal and professional, that tone should carry through consistently. What's unique about this alignment is that it doesn't mean every platform has to sound identical. Each channel can have its own flavor while still being true to brand. Example, your social media presence can be a bit more casual and playful, while your website content maintains a professional tone. This allows you to adapt to the specific context of each platform while staying true to your brand's core values and personality.

If we don't meet our brand guidelines, we need to face to reach the right audience to convert into our loyal customers. Below are the few metrics to allign our brand. - Brand tone - Brand colors - Brand positioning - Brand voice - Brand reviews - Brand support Everything matters to reach our audience.

Imagine you're heading to a themed party: your SEO is the carefully chosen, sophisticated attire you first present (deep, informative content). But then, your social media shows up wearing casual, off-theme costumes (snappy, unrelated slogans) - yikes! So, here's the plan: we ensure everyone's outfits (content across platforms) complement each other. The elegant main outfit (SEO content) can inspire accessories (social posts) and makeup (email campaigns). It's not about everyone wearing the same thing; it's about harmonizing the different styles to create a cohesive look. That way, no matter where your audience sees you, they'll recognize your squad immediately! Matching never goes out of style, especially in digital marketing! ??????

This is where keyword research comes in. When your messaging, branding, tone, and marketing are geared towards keywords that are informational, navigational, commercial, and transactional, you will be able to cut across the marketing funnel from top to bottom.

SEO data is the best data IMO. GSC is telling you want your target audience is searching, what keywords they are clicks on your content from, and how you are ranking for that. This data can be used to help other strategies such as social media and email. If you are struggling to rank for high impression queries that are generating clicks you can target those users through email campaigns, paid search or social media posts.

Organic search data is marketing gold. Your target audience is telling you exactly what they want in real time through keywords. And Google is telling you which types of content solve their needs best through the websites it ranks at the top of each SERP. When marketers understand the user journey, they can publish content that meets those needs at each step. Then, they can repurpose that same content in new formats for other channels. Create sharable graphics and slides for LinkedIn. Make a thread on Twitter. retarget users with related content deeper in the funnel through paid ads and email. You created the content based on user needs, so leverage those insights through content across other channels beyond organic search.

In my best experience - correlate data insights from SEO and other channels. Read between and through the lines. Use case: User acquisition through SEO is comparatively cheaper. Turn the user in repeat visitor through retargeting Ads - relatively cheaper that user acquisition Ads. Consider it as a net that attracts, retains and converts. Another important aspect - analyze user behavior acquired through SEO vs other channels on your most important pages. Ex: Avg. session time.

You can also leverage local SEO data, such as local ranking reports, to identify which markets you might not be as visible in, and then target these markets through PPC.

Leverage Social Signals: Social media activity can impact SEO indirectly. Sharing content on social media can increase its visibility and attract backlinks, which can improve search rankings. Engage with your audience to encourage sharing and interaction.

By integrating interactive elements like games, quizzes, and dynamic formats into your website, you can engage visitors and entice them to spend more time on your site. Search engines tend to prioritize sites with high engagement and low bounce rates, which can positively impact your search rankings. This optimization can result in increased organic traffic to your website.

Here is one practical example: Users have numerous search intents which might not be possible to capture on one single page. Create another page with different content/targeted search terms, A/B test and analyse the results. Which page is attracting the most visitors and making them stay on the page because they are getting information on the page that they initially searched with a query and landed on the page. Which page most converts? Gather direct feedback from visitors if they found the page/information useful.

A great way to test and optimize is to use platforms that rank on SERP and have Social features, such as YouTube, Quora, Pinterest, etc. Embedding a YouTube video (which can already rank on its own) on a blog post will boost that article's position in the search results. Content on those platforms will give you the benefit of social (direct feedback from your audience), and help you with your SEO. You can also use a channel like YouTube to test what works, find an audience that relates to your content, and then build your SEO from there.

A/B testing is a general principle in digital marketing and SEO is no exception. For cases where you are not sure or have doubts, be sure to use A/B test and take the results into consideration in the next campaigns to get the best results.

Paid ads and SEO are excellent partners for testing. You can run ads targeting keywords to see how they convert before investing in SEO. If they prove valuable, publish an entire topic cluster to target the full funnel. Then, as you begin ranking for expensive keywords, you can shift budget to other areas. You can also run dynamic search ads (DSA) to content that converts well through organic search to boost traffic even further by ranking for adjacent keywords. You may even discover new terms to create more content for!

We love to use Case Studies here because companies can follow through and see how it starts through how it ends when calculating your ROI across your SEO and digital marketing efforts.

Be sure to consider specific periods to review and review the work done. During the running of the campaign, you can also check the KPIs and make changes based on that to improve the results.

Pour adapter sa stratégie au fil du temps il faut: -Effectuer un reporting par canal avec une fréquence donnée et fixe. -Effectuer un reporting global permettant de croiser les données de chaque canaux. -être agile sur la répartition du budget et des efforts selon les résultats de ces reporting

Optimize Landing Pages: Ensure that landing pages are optimized for both SEO and conversion. A well-optimized landing page will improve your organic search rankings and provide a better user experience, increasing the effectiveness of other marketing efforts.

Evaluate your results … when you review the numbers that you have and the key indicators on SEO strategy, you will see how your channels can be balanced and mixed according the weight of the impact you are reaching. If my SEO have more number of conversions then you will have a very good results and you can have more SEO or balancing according this results!!!

In my experience, keep up to date with changes in SEO algorithms and digital marketing trends. Adapt your strategies to remain effective in a dynamic online landscape. The key to balancing SEO with other digital marketing channels is to integrate them seamlessly into a cohesive strategy. By aligning your goals, audience, and content across all channels, you can maximize the effectiveness of each channel and achieve a stronger overall online presence.

SEO is not a standalone marketing strategy. It should be subservient to and dependent on your webwide brand-focussed digital marketing strategy. Any smart business will focus on - brand - marketing - SEO In that order of importance. If you have a brand, then you have something to market. If you create marketing materials that are truly helpful to your audience, then you have something valuable to offer Google... All you have to do is package it (aka SEO :) So, modern SEO is simply packaging your brand and marketing for Google.

SEO is a part of digital marketing and complements it. The SEO strategy must be aligned with the digital marketing team so that the audience does not get confused and different in the presentation and campaigns. Especially when different channels are used. Use the experience of the team and transfer it to others so that the team gets a favorable result.

Many SMEs don't do SEO early enough as they think it's too expensive or hard - so other marketing or social media often totally outweighs SEO activity. To get a better balance, I think small businesses should recognise SEO can be done in stages. Stage 1 - i.e. good SEO planning (including keyword research), & SEO friendly content can be incorporated into an initial web build. This gives the website strong SEO foundations which are needed for future SEO - & costs for this element are often affordable for SMEs. If the SEO planning / foundation work & web content is done well at the web build stage - it can make SEO activity easier later. Also, it should stop the need for a web redesign when a company is ready to spend on ongoing SEO.

If you're looking to balance SEO with other digital marketing channels, you should keep a few things in mind. Here are some key factors to consider: - Assess your channel portfolio with LTV and CAC ratios in mind. You may find that SEO can improve profitability in the long term, while channels like Paid can boost short-term acquisition. - Consider channel-fit. Users from high intent keywords may convert better than those coming from social media. - Think about your total addressable market and channel saturation. If you already dominate non-branded SERPs and have top Search Ads placements, it may be best to focus on brand and awareness campaigns.