SEO Performance and Marketing: Are They Really That Different?

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SEO Performance and Marketing: Are They Really That Different?



By Janette Speyer and Alison Brown, Web Success Team

SEO, or Search Engine Optimization, improves the visibility of a website online. Good SEO performance means that your site will be receiving a lot of traffic because it’s showing up in search engines when people look up specific words or phrases that relate to your site. Unless you have the benefit of already has a well-established brand that’s been around for quite some time, your site will mostly rely on search engines to drive traffic to your site. If you do a bit of research and know what tools to utilize, you will be able to use the right terms to market your site, which will generate better business in the long run.

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Managing Keywords

Managing keywords is an import aspect of SEO performance since using the right terms can really boost results. How do you know if you’re using the right words? Luckily, Google has a tool for that. Google AdWords allows you to check and see which word combinations or phrases are most commonly searched for so that you have a better chance of showing up in search results. If you search for a phrase or location, such as San Francisco, AdWords will tell you how often it’s searched daily along with other popular phrases that include “San Francisco,” such as San Francisco restaurants or San Francisco hotels. Just by choosing the right words and phrases, you can ensure that your site has a better chance of being prioritized over those whose SEO strategy isn’t as strong.

Paid Results

Since companies contribute billions of dollars each year towards paid search engine placements, it’s safe to say that this aspect of online marketing can and will work if done effectively. SEO performance can be a result of two things, results that are either organic or paid. Organic results mean that someone wanted to find something specific and winded up on your site based solely on their own accord. Paid results are when you pay search engines such as Google to show your website in search results. Your site is then listed as one of the top results, which will hopefully attract a lot more clicks. Though one important thing to keep in mind is that there is usually a subscription fee along with pay-per-click fee. You can set up a budget so that you don’t wind up spending thousands of dollars without seeing tangible results, but it’s definitely the part of SEO that gets a bit confusing.

Train Your Team

Having a firm set of keywords that are known to everyone in your company will go a long way in regards to building your brand online and driving traffic to your site. SEO, when managed correctly, can be extremely beneficial to overall marketing campaigns. If everyone knows which keywords to use, then they can be integrated into every aspect of the company’s profile. If your IT team is updating content on your website, make sure they use pre-approved keywords or tags so that it will show up in search results. If you have a social media team, you should train them as well so they know what keywords to focus on when plugging away on Facebook and Twitter. SEO, branding and marketing have a lot more in common than one might initially think. In the end, when you’re building your brand, it’s important that you are portraying a unified persona, so why not take the extra step and make sure SEO keywords are also part of that vision?

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