HOW TO COMBINE INBOUND MARKETING AND SEO

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If you have your own business and are trying to promote your website, you have probably come across the terms “Inbound Marketing” and “SEO” . By now, you must have read about these topics and already know what they mean, but how do you combine them effectively?

Combining SEOand Inbound Marketing is extremely important to successfully grow your business,the value that this combination can bring to your website is too significant tobe missed. Luckily, it’s not too late for you to get started, this article willencourage you and give you some ideas on what to do next.

While users can perceive traditional Marketing as interruptive, Inbound Marketing is all about providing your target audience with the information that they need, giving them relevant, interesting, and helpful content at the time they need it. Instead of using commercial advertisements to reach large audiences that might not have an interest in your business yet, Inbound marketing will display calls to action (CTAs) after a user has already come across your website.

SEO, on the other hand, involves any action taken to optimize your website for a good performance in search engines, including a broad variety of tactics and factors that will contribute to your business website ranking higher.

SEO doesn’t consist of just one or two actions, involves a much larger group of strategies that will work together to improve your site: your page titles need to be optimized, your targeted keywords need to be used the right amount of times, your site navigation and URLs need to be clean and easy to understand, etc. Additionally, it’s important to keep yourself updated since SEO is constantly evolving and new tactics are coming into the picture while some of the older fall out.

Initially,you might think that Inboud Marketing and SEO don’t have much in common. Butlet´s think about it carefully:

Without inbound marketing, your SEO tactics will not be effective.  Visitors need to trust you before they choose your services or products over the ones offered by your competitors, plus users will leave websites that don’t meet their needs, regardless how well they rank; so giving them the right content and interacting with them will help you become more approachable and trustworthy. Concurrently, Inbound marketing will not work without SEO, because it means that the elaborated content and information may not be found after all.

The main objective of using Inbound marketing strategies is converting traffic into leads by offering the right content at the right time, while SEO’s main objective is to improve your website ranking and consequently attracting more traffic.

The conclusion is that SEO, besides improving your ranking will get your website in front of more users, reaching more visitors and helping more people find what they are searching for. Conveniently, inbound marketing will give these visitors and leads useful content and information, helping them in finding answers to their queries.

So SEO will focus on attracting new visitors, while Inbound Marketing will focus on convincing them, thus the combination of both makes a powerful sales strategy:

Attracting relevant traffic to your website + converting relevant visitors into leads.

Here are a few tips to get started with your Inbound Marketing for SEO on your website:

  • Before you create any content for your Inbound Marketing strategy, do some research and confirm it’s relevant, solves problems or answer queries that visitors might have. The content should be as useful and helpful as possible.
  • Make sure that the content you create is easily accessible via the front page of your website or via any landing pages you create.
  • Get your keywords in place. This includes navigational links, on-page content, title tags, image alt tags, etc.
  • Share your content on your social media networks to create interactions with potential customers.

Now we are going to focus in blogging. Writing a blog is one of the key tactics involved in integrating SEO into your inbound marketing strategy. Would you like your website to improve its performance in Search Engines? If the answer is yes, update your blog regularly with the right content and you will definitely see a difference.

Firstly, blogging will help you connecting with your audience. If you write a post that people love, numerous visitors might come back to your website in order to see more of your content; and if you give them the option, they might as well sign up to your email list. Additionally, an interesting blog entry will keep visitors on your website longer. When visitors click on a link and go back to the search page immediately because it wasn´t useful, Google understands the result wasn’t as helpful as they thought. Contrarily, when a visitor clicks on a  Google result and stays on the website for a longer period, Google understands that website is helpful. Increasing the traffic to your website and the time that visitors spend on it will show Google that users like your content and will simultaneously increase your site authority in the algorithm. So you are improving your SEO while your website is becoming successful in within your target audience.

Secondly, blogging will keep your website updated. A blog comes very useful for adding new content regularly. Google tends to avoid delivering outdated information to its searchers, hence websites that are updated on a regular basis tell Google that their content is fresh and up to date. Paralelly, the search engine algorithms index your website more often.

Blogging will also become very handy to target long tail keywords, which are longer, more specific keywords people search that are relevant to the business and are extremely important in SEO. Is often difficult to fit them into product pages, but they are perfect to target in blog posts.

Finally, blogging will make it easier for you to create internal links. Not including internal links on your website directing users from one page to another is one of the common SEO mistakes. Once you start posting blog entries, the opportunities of creating internal links will arise, and adding more pages on related topics will add more opportunities to link those pages to each other.

If you struggle with writing, or you just don’t have the time to write blog entries on a regular basis, contact us at Kiwop, we can write the perfect blog content for your website.

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