Integrating SEO into a Digital Marketing Campaign

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  • 0:05 Defining SEO
  • 0:44 Relationship Between SEO & SEM
  • 2:03 Relationship Between…
  • 3:22 SEO & Customer Interactions
  • 4:31 SEO & Digital Events
  • 5:30 Lesson Summary
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Lesson Transcript
Instructor: Yuanxin (Amy) Yang Alcocer

Amy has a master's degree in secondary education and has taught math at a public charter high school.

After completing this lesson, you'll understand how important it is to incorporate proper SEO into a digital marketing campaign. You'll see how SEO works with SEM, content, and user interactions.

Defining SEO

SEO stands for search engine optimization. When a website is search engine optimized, it is written in such a way so as to make it easier and in fact encourages search engines such as Google to list it higher in search results. The higher up a website is listed, the more traffic it will get. A company does well by integrating SEO into its digital marketing campaign, as it helps to increase the effectiveness of the campaign. The more traffic and sales, the lower the marketing cost per customer acquired. Let's take a look at how companies can incorporate SEO into their digital marketing campaigns.

Relationship Between SEO & SEM

SEO is actually a part of SEM, or search engine marketing. In SEM, there's two branches: the SEO part and the paid advertising part. Both work hand in hand. Paid advertising through services such as Google's Adwords has companies bidding on various keywords. The more you bid, the higher in search results your ad will be shown. SEO gives you free organic traffic. Organic means that visitors to a company's website came of their own accord and not through any advertising means. Organic traffic generally converts better than paid traffic.

If you've searched on the web enough, you may have seen how some companies have both a paid listing and an organic listing for some keywords. By doing this, these companies ensure they capture as much of the traffic for that keyword as possible. For example, State Farm, the insurance company, has an ad for itself for the keyword state farm. By having a paid ad for this keyword, even though it shows up in the first place, it is almost a guarantee they will capture most of the traffic this keyword brings. Scrolling down, other results could include Wikipedia and YouTube.

Relationship Between SEO & Content

State Farm uses both paid advertising and SEO. Where SEO is most important is in a website's content. SEO is how content is found on the internet. Even if a website has tons of useful content, if it's not properly optimized for search engines, it will get little to no traffic. That's how important good SEO is.

So, how can a company integrate SEO into its content? Google says it looks at over 200 factors to determine just how relevant a website is for a certain keyword. These factors include the placement of the keyword in the content. Keywords in the domain or subdomain are given preference. Then keywords should appear more often than other words in the content. This doesn't mean that content should be fluffed with the keyword to the point of redundancy. No, Google still wants the content to sound natural. And after all, your real audience is a live human being and not a computer. Also, the more content on a page, the better. The average content length of first page results is over 2,000 words. Other factors include how fast the website loads, how many other sites link back to the website, and how many affiliate links there are in comparison to content length (too many affiliate links and not too much content results in being listed lower in search results).

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