– SEO Marketing is a process whose goal is to constantly increase the position of a website in the search engine.
– It is a good solution for both service websites and online stores. However, your SEO strategy will be different in each of these cases.
– SEO Marketing is the cheapest method of acquiring customers on the Internet in the long term.

SEO Marketing – What is it?

SEO Marketing is a process of taking planned actions, thanks to which a given website will be found more effectively in the search engine, i.e. it will achieve better positions for specific phrases. As a result of SEO activities, pages become more visible to web crawlers.

We divide SEO optimization into two basic areas
– technical – we can mention here, among others code optimization, speed of the website, fixing errors, etc.,
– content – here we distinguish, for example, expanding the text content, optimizing headings, etc.

SEO should be an ethical and fair process, both for competition and website users, and thus follow Google’s guidelines for webmasters. For example, obtaining artificial links and automatic linking are inappropriate, which unnaturally inflate the position of websites in search engines. SEO should, however, include link building activities aimed at acquiring links from other websites. Thanks to links, the promoted website is more often visited by search engine robots and rated higher than the competition’s websites.

SEO Marketing is therefore a combination of optimization activities and page linking. Both of these activities should be carried out in a consistent manner. When designing a strategy as part of the SEO Marketing service, it is always worth considering the benefits and needs of the user, business goals and taking into account the operation of algorithms and additional guidelines.

SEO Marketing – What does it consist of?

SEO marketing involves a comprehensive approach to website visibility in search results. SEO and link building are part of a broad spectrum of activities. Apart from them, the scope of optimization activities also includes monitoring and eliminating potential threats to the effects of positioning as well as searching for and implementing beneficial solutions.

More than half of the work on the success of most positioned websites is spent on analyzing, preparing and implementing optimization changes on the websites. Linking complements thoughtful optimization.

On-site activities – these are all activities that we conduct within our website, i.e. technical optimization of the website, content enrichment, internal linking.

Off-site activities –  include linking the website from external websites (back-end, blogs, internet forums, sponsored articles, taking over domains).

SEO Marketing – Who Is It For?

Both local and regional businesses advertising their services through their website and owners of online stores can benefit from SEO Marketing activities. SEO Marketing allows them to gain an advantage over the competition by appearing higher in search results. What’s more, it also allows you to gain the trust of customers and strengthen the effectiveness of other marketing activities, such as Google Ads campaigns, advertising in social media or offline marketing. How can particular types of businesses benefit from SEO Marketing?

– Service companies running their local businesses. Such companies are mainly interested in positioning on local phrases in order to attract new customers from their regions, for example by entering search queries “Las Vegas hairdresser”, “London plumber”, “Manila tailor”. It will be especially important for these companies to get traffic from searches in the areas where they operate.

– Online stores that expect long-term results and want to get high positions in search results, both for branded, non-branded and long-tail phrases. These are companies that cover much larger areas, often operating throughout the country. Positioning for local phrases does not fulfill its function here. Often the keywords here are more specific and unique, as well as more elaborate.

How to measure the effects in SEO marketing?

The effectiveness of SEO Marketing activities depends on the market environment and changing Google algorithms. Therefore, it is important that conducting SEO work is a long-term process that is monitored on an ongoing basis. Constant factors, independent of market conditions and changes in algorithms, also work for their effectiveness.

The constant factors influencing the effectiveness of SEO Marketing include:
– activities related to the posted content (texts on the website, guides, articles);
– implementation of new pages, subpages or products;
– site redevelopment or relocation;
– supporting and complementary advertising activities.

When developing an SEO strategy, it is also worth planning the method of evaluating the results of work and analyzing periodic control reports on the basis of which you can objectively assess the implemented and supervised activities. The guarantee of the effectiveness of SEO work is the continuity of optimization processes and consistent rationalization of all necessary areas related to the operation of the website.

The effectiveness of SEO Marketing will be determined, among others, by previously established KPIs (Key Performance Indicators). The most frequently used KPIs in the case of SEO are, for example:
– Increase in website traffic in a given period by the assumed number of unique users;
– Increase in the number of brand phrases in TOP100, TOP50, TOP10 and TOP3;
– Increase in the number of non-brand phrases in TOP100, TOP50, TOP10 and TOP3;
– Ultimately, an increase in conversions (sales of specific products, inquiries, complex contact forms, material downloads, etc.) from organic traffic;

How long do you have to wait for the effects?

There is no clear answer to the question of when we will see the first effects of SEO activities. Most specialists will tell you that it depends on many factors, including those described above. However, we can assume that for websites or online stores that have never used any SEO techniques before and have not undertaken optimization, the website should notice an increase in the first 6 months. Very often, it is enough to implement the first recommendations from an SEO specialist to see how they will positively affect, for example, the reception of the website by users, and thus also on web robots.

Starting a cooperation in the field of positioning is associated with relatively high initial costs and no return on investment in a short time. However, with the following months, the position of positioned phrases increases, which translates into an increase in traffic on the website. As a result, the number of clients acquired through positioning is increasing.

In the case of websites with an established position, which were previously positioned and optimized, we can achieve the first significant increases based on a long-term strategy. As an example, we can take the website of one of our clients, who, thanks to the compilation of SEO Marketing activities, increased the traffic on the website by 394% in 3 years. Importantly, when assessing the effectiveness of positioning activities, we should also take into account, among others, whether the given increases are relatively constant, and the revenues and other KPIs that we achieve also go up.

What does the cooperation with an agency look like in terms of SEO Marketing activities?

When deciding to entrust SEO Marketing activities to an agency, it is worth realizing the need to implement all the proposals and changes signaled during positioning. The knowledge of the positioner is supported by extensive experience, and the priority in his work is to propose changes to the client that will bring measurable, i.e. the best results. Cooperation between two entities whose common interest is the best possible website optimization effect is effective only when the positioner can count on the client’s trust in the area of website rationalization activities.

What if the proposed changes cannot be implemented?

If, in any case, the introduction of changes will be difficult due to, for example, emerging restrictions resulting from insufficient functionality of the website engine, it may be recommended to change the software responsible for the operation of the website. Each case is considered individually, and major changes that require website preparation and planning positioning and optimization activities are always agreed with the client.

During the SEO cooperation, changes to the website are being worked and implemented all the time, subsequent errors are eliminated and less important elements of the website are optimized. It is worth noting, once again, that website optimization is a continuous process. After introducing changes, the actions are analyzed and how they influenced the visibility of the website in the search results. Based on the conclusions drawn, subsequent stages of optimization are carried out.

The latest trends in SEO Marketing

Website positioning itself is a term that has been known for many years, and many companies have invested in its activities. However, it is impossible to notice certain trends that have more or less affected the environment and practice of SEO specialists.

User Experience

In recent years, we have been talking more and more often about users, including their experience on the website (UX – user experience) and how important they are also in terms of website positioning and optimization. Why is it so important? Why does SEO Marketing have to consider UX?

The website is now a powerful advertising tool on the web. You may be tempted to say that “if your business does not have a website, it does not exist”. The website is a showcase of the company on the web, presents the offer, portfolio and enables direct contact with your company. Therefore, website designs are more and more advanced, they allow you to place high-quality images, quick payment methods or the presentation of thousands of products. In order for all the amenities to really benefit users and make the company achieve better results, it is worthwhile to adapt them to the needs of potential customers.

SEO Marketing must also take these guidelines into account. Therefore, when setting an SEO strategy for a given business, it is also worth bearing in mind the aspect:
– visual – related to the ease of reading messages by the user, the simplicity of navigation on the website and its readability.
– user-friendly – including the page loading speed and its adaptation to various devices (mobile, tablet, desktop), having a simple purchase and payment process.
– business – the overriding goal is to sell / attract more customers. The pages should therefore contain a clear CTA (call-to-action), the possibility of contact, customer service chat window, etc.

User intention

Therefore, more and more attention is paid to adjusting SEO activities to the user’s intentions. Google understands better and better what the user means when typing a given phrase and what search results he expects. If it is possible to give him a simple solution in TOP3 or TOP10, this page will be there. No matter how much we saturate our content with keywords. It will be important for the algorithm whether they are really valuable from the user’s point of view and whether he received an answer to his query after entering our website.

Marketing – the “invention” of the 20th century?

The concept of marketing appeared relatively recently, as it was around the time of World War II, in the USA. However, the fact that it was only then called this phenomenon does not mean that marketing itself was not born until the mid-twentieth century. Because the first ads can already be found in excavations straight from ancient Greece or Rome. After all, competition in the world of selling products and services has never slept. However, it must be admitted that it was the 20th century – not to mention the current times – that was the time when the market developed extremely dynamically. We operate in a consumer-oriented society with extensive needs and open to new products and services. The number of brands, products and solutions is growing not only from year to year, but also by the minute. And if so, the activities themselves that are to encourage the customer to choose product X, not Y, are evolving.

Modern marketing – the one we know today – therefore differs from previous attempts at promotion by one detail that is of colossal importance. It has the form of organized strategic activities, subordinated to a specific goal. Although there is a lot of room for creativity in it, there is no chance and chaos. Then, the likelihood of budget overflows is highest.

What is marketing?

The question of what marketing is is more difficult than you might think. Not at all because there is no definition of this term. On the contrary. Over the past few decades, a whole lot of them have appeared, as well as disputes about what marketing is and what is not. For example: are PR activities part of marketing or a completely separate plot? And … does it matter?

If we define marketing as all activities that support the sale of products and influence customer decisions – not necessarily. Because this group of activities includes almost everything – from designing the brand logo to activities in social media or price reduction.

One thing is certain: marketing focuses on the needs of consumers and satisfying their needs through a specific offer of products or services. By acting in this direction, the company increases the likelihood that the customer will choose its offer, rather than the competition – because it will be better suited to his expectations.

Is marketing the same as advertising?

It cannot be denied that both concepts are closely related. However, they are not the same. Advertising is part of marketing strategies. These are specific messages aimed at promotion, which are sent to recipients. But marketing itself covers a much broader scope of activities – those that have, among others:

– inform the customer about the existence of a given problem / topic or its exposure,
– inform about the existence of a specific brand / product and maintain this awareness in the long term,
– arouse interest and encourage interaction (which at the beginning does not have to be a purchase),
– help “push” the customer towards conversion – understood not only as buying a product, but also, e.g. leaving contact details or starting communication with the brand,
– build a positive brand image based on a specific set of values,
– build and maintain communication with the target group of potential customers – also to research their needs on an ongoing basis and to better match the offered products,
– build long-term relationships and brand attachment – so that the customer returns to it many times.

The very description of these marketing goals shows that advertising alone is only a fraction (very important!) Of this area of functioning in the business environment.

Is marketing the same as sales?

The sale transaction is the last stage to which marketing activities always lead. So that’s the result of marketing. However, marketing alone does not focus on closing sales, i.e. negotiating the target terms of the contract with the customer. The marketing funnel leads the customer from interest in solving a problem or response to needs, through interest in a product or service, to inducing the need for a specific solution. Activities in its area are also carried out after the sale – so as to maintain communication with the client and make him come back again. So let’s keep these differences in mind and look at marketing as a separate element of market communication – the most diverse and crucial for business efficiency in the business world.

The 7P concept, i.e. the elements that make up marketing

To understand even better what aspects marketing covers, you can refer to one of the concepts of marketing mix, i.e. a network of related elements that affect the market environment of an enterprise.

In the first version, created in 1960, E Jerome McCarthy talked about 4P, and thus about the success of the company’s strategy is influenced by:

– product – its quality, design, packaging, brand and fit to customer needs,
– price – the demand for it also depends on how much the product costs. But this does not mean that the pricing policy must be guided towards the maximum reduction in rates;
– place – a market where products go,
– promotion – and this includes, among others, advertising and PR activities or merchandising.

Currently, the literature also adds further aspects to this list, such as:

– people – it’s both about the customer service staff and the customer himself,
– process – the way in which customer service goes from interest in the offer to after-sales service,
– physical evidence – all “tangible” elements of the company’s image that affect its perception, e.g. the brand’s logo, its website, visual identification system or the appearance of its headquarters.

There are also another “P“, e.g. “pleasure“, i.e. the pleasure of using services, so important in today’s consumer market. So, as you can see, issues related to defining marketing are a river topic. One thing is certain: if you take any action with a view to ultimately increase sales – this is part of marketing. Since marketing includes such a large group of diverse activities, you can guess that there are also various divisions and classifications. It all depends, of course, on what criteria of division will be adopted.

Traditional and internet marketing

Marketing, especially online, is a very broad category of activity. Which one will you choose? It depends, among others from the industry in which you operate, as well as your target group or promotional goals. However, it is worth looking at the most popular types.

SEO marketing
These are all activities related to website positioning. The absolute foundation of communication with clients in the 21st century. Why? You will answer for yourself if you think for a moment where you are looking for e.g. information about good restaurants in the area or proven ski equipment. Modern consumers direct their first steps to the Internet search engine and most often click on the first few results on the list. And if so – the position your website achieves in SERPs (search results) determines how effectively you reach customers.

Content marketing
It’s so-called content marketing, and therefore all activities related to “textual” communication with the recipient. This broad category includes content published on your website (and not only, but also because of SEO), external image articles, as well as product descriptions and much more. The better and richer the content you create, the greater the market potential of your brand.

Social Media Marketing
So all activities related to market communication carried out in social media – e.g. on Facebook, Twitter, Instagram or LinkedIn. Warning! It is not only about paid advertising, but above all about adding interesting posts, as well as building a community and communication with its members.

Video marketing
Contrary to appearances, this is not the same as TV commercials. The content of video materials that are posted for marketing purposes can be completely different. Popular are, for example, thematic guides with product placement, cooperation with vloggers or purely image-based clips.

Remarketing
These are automated activities that aim to display to the consumer ads related to what he has previously searched on the web. For example, a person who has visited a website of an online store with clothing displays his ads when he visits other websites. Remarketing is one of the most interesting solutions especially in the context of abandoned shopping carts.

Word of mouth marketing
Based on product and service recommendations – these are now more and more often authentic opinions obtained from customers.

It is also worth mentioning on mobile marketing – activities aimed at interacting with smartphone users (including, among others, sending SMSs with information about promotions!), and above all about inbound marketing, i.e. ‘inbound’ marketing, which is aimed at waking up interest of the recipient – so that he himself actively searches for content related to a particular brand, as well as offers. Strategies based on it are considered to be the most effective.

This, of course, does not exhaust the list of marketing varieties. But it will never end, because new ways of reaching the customer are constantly emerging – along with the evolution of the market itself, technology and social needs. Keep this in mind when planning your marketing strategy – to be effective, it must be adapted to current trends.