SEO is definitely important, but the habit of focusing all of our attention on SEO topics may cause us to lose sight of the goal, which is to get and retain customers. In fact, sometimes it is best to focus away from SEO per se and instead focus on the overall idea of marketing, including both online and offline strategies in the “big picture.”
By Shifting the Focus, SEO Fits the Landscape
Most brands tend to make one of two mistakes: either they ignore SEO or they focus completely on inbound marketing. This is easy to understand, since most marketing agencies push their own products. If they are SEO-centric, the marketing firm likely focuses on SEO. If not, they tend to ignore it or even downplay its importance.
However, the truth, as with most things, lies somewhere in the middle. SEO is important, but by shifting the focus away from a completely SEO-centric model, marketing experts can often give their clients better results.
Furthermore, by focusing too closely on SEO or by ignoring it altogether, any gains that are made are usually hit-and-miss. A firm might be lucky enough to get good results for a client one month but those results may drop off drastically in month two.
What we really want to do is fit SEO strategies into the overall marketing landscape. In order to do that, we need to shift focus to the larger portrait of a brand’s niche and unique offerings. In order to do this, brands should focus on several important things:
- Start with a clear vision of the company and its purpose.
- Understand the audience for the overall brand marketing strategy but also for each individual strategy—they may be different.
- Create a consistent brand and market every aspect of the company through the lens of this brand.
- Allow customers to be a part of the marketing strategy. When customers are able to identify with a brand and feel that they are part owners, they are much more likely to engage with the brand outside of advertising, promote it and become unofficial “ambassadors” for the company.
When you widen your focus to overall marketing and branding instead of focusing only on one aspect of advertising and web optimization, you will get a better return on investment and ultimately position your brand in a way that is much more likely to bring you continued customer loyalty.