“I need SEO services.”
This is a statement made by countless businesses whose goal is to grow their brand and continuously hit those high-revenue targets. But is SEO really what they need?
For some reason the name “SEO” is often thrown around while being misused and completely misunderstood in meaning.
Just as people often misuse the word “luxuriant” (they think it means “luxurious” but what it actually means is “abundant”), search engine optimization has the reputation for being that magic sauce digital marketers use to make their clients money.
The Truth About SEO
First of all, SEO (at least when done expertly well) is magic sauce but as a stand-alone service it will play a small role in your business growth.
Search engine optimization includes a number of tactics that, when designed to work together, rank web pages for various keywords and search terms.
This means your business could go from page 12 in Google’s search results to the top of page one for “best home builder in Palm Springs”. But it doesn’t mean people will be active on your site and submit a form.
SEO is one of many services offered by the WEBITMD Growth Stack to help businesses reach those high-revenue targets. A Growth Stack is a set of tools and strategies designed to work together to achieve a specific goal, and SEO is one of them. But this is just one of many channels necessary for driving traffic.
Indeed organic traffic can bring a high conversion volume, but so too can multi-channel paid media, social media, editorial outreach and strategic content marketing.
Keep in mind that driving traffic in of itself is just one piece to the Growth Stack.
Driving traffic from as many appropriate channels as possible is highly advantageous to hitting your revenue goals while spreading brand awareness, and for many businesses SEO generates the highest reach.
But even if SEO helps drive traffic to a landing page, it won’t nurture and educate them into making a purchase.
SEO Helps Fuel Growth Marketing
SEO plays a role in driving traffic to landing pages.
The inbound marketing methodology is what actually leads people through a funnel using content that attracts and educates potential buyers into making informed, polished purchasing decisions.
Inbound marketing is another piece to the Growth Stack. Understanding how people consume information relevant to your industry, products and brand and what components of content lead them, into making purchasing decisions is how marketers create clever workflow logic.
SEO may drive certain people to a top of funnel landing page, but a clever inbound workflow will nurture them through a buyer’s journey while teaching them why a certain product or service is the best solution to their problem.
Growth Marketing Strategies (and Good SEO) are Never Cookie Cutter
A solid Growth Stack that relies on organic traffic to funnel in prospects is only as good as the SEO strategy that supports it. Remember, SEO drives traffic to the landing page that will then drive people through the bulk of your growth marketing strategy.
Not only must an inbound-driven SEO strategy rank landing pages for the right search phrases, but also for the right buyer personas. This is why context and topic plays so heavily into organically ranking content that will help convert readers into buyers, and why no single SEO strategy will work for every client.
The same is said regarding growth marketing strategies. While one client may benefit from a Growth Stack that focuses on eblasts and paid Google ads, another client in a different industry may never get traffic from paid ads or even SEO for that matter; they may require a Growth Stack that focuses on marketing automation that feeds emails lists with strategic workflows.
SEO is Really One Slice of the Growth Marketing Pie
SEO is not growth marketing; so remove this false definition from your mind.
Instead, it is a strategy used that drives traffic to the top of the funnel where potential buyers discover more about their needs, your products, and how your company can offer the best solution to the customer’s needs.