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What is the role of SEO in digital marketing?

The importance of SEO in digital marketing is rising, informing PPC, content marketing & more. Check out Forrester's Total Impact Report for real life insights!

As digital marketing has evolved, search engine optimization (SEO) has increasingly become an initial thought rather than an afterthought in the typical marketing workflow. Not only should SEO be one of the first priorities, studies have found that when companies make it the foundation for their other digital marketing efforts, they see an all-around return on investment.

For their Total Economic Impact Report, Forrester interviewed Conductor customers and found that SEO efforts helped build overall team efficiency across PPC and content marketing, and also informed other business decisions. Here are just a few examples that showcase how effective SEO data can be when it becomes an integral part of your marketing department. 

SEO and PPC campaigns

Given that they both target search engine result page (SERP) rankings, it is no surprise that PPC and SEO are done best when data is shared and teams are not siloed from one another. The Forrester TEI report found that SEO greatly enhanced paid search strategy and created more effective PPC campaigns by driving down cost-per-click (CPC) through better page rank and quality scores.

SEO and Content Marketing

So why is SEO important in digital marketing? Without integrating SEO into a digital marketing strategy, your audience won’t find the existing marketing content you’ve already created. Content is integral to both SEO and digital marketing. By leveraging SEO data and making it a key factor in content marketing strategies, websites will see an increase in keyword rankings and appearance on SERPs. After all, SEO is about taking content and optimizing it for search so that it can be found by the appropriate audiences. On the other hand, content marketing is about creating powerful and engaging content that maps back to target audience’s queries.

SEO and Business Strategy

Beyond its ability to impact other marketing efforts, SEO analysis can guide business strategy as search data provides insights into customer behavior. Businesses work hard to identify and understand their target audience—and SEO provides an unbiased view into the minds of target consumers. Using these insights can inform other business decisions about localized messaging, product marketing, and which general direction a business should move to keep up with its customers.

To hear direct quotes from companies leveraging these search insights, and more about the synergy between SEO and digital marketing channels, download the Forrester TEI report here.

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