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“Ad Brief:” What is the Value of SEO in Digital and Media Marketing?

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In the world of digital marketing, you have access to a number of tools and strategies to boost awareness of you or your client’s brand or product. One of the most important tools in your arsenal is SEO, or Search Engine Optimization. It is through SEO that your brand’s website and socials can be boosted and found easily by new clients. Good SEO can increase your website’s traffic and conversion rates. But newer digital and media marketers may not know why SEO is so important, or how to best implement it into their campaign. In this Ad Brief, we asked experts exactly what the value of SEO is to them in their digital marketing endeavors.

To start, Danny Moering from Findable defines the two types of SEO: local and on-site SEO. He also emphasizes the importance of SEO as a local business to make sure your company can be easily found by new clients. He states that local SEO can help your Google Business Profile can be as highly-ranked as possible. On-site SEO, on the other hand, helps Google to trust your website by using key words and search terms that are most relevant to your business and your key customers.

For Yeliza Centeio from Integral Marketing & Advertising, they make SEO a default for every project, because you may as well not exist without an SEO presence. “I’m also a firm believer that SEO and the SEM [Search Engine Marketing] part should not be considered separate,” explains Centeio, “They leverage each other, and there are learnings from both that can help each of the two platforms boost and perform at their best potential.” She emphasizes SEO goes beyond just keyword research and metadata. It’s all about the content on the site so the user sees you as a solution to the problem that they have.

You want to keep the consumer in mind at all times and avoid extremes. You want to have a passion in what you are trying to market, but you also don’t want your end user confused by industry-specific technical jargon. Find the balance to both appease Google and rank organically as a problem-solver for your clients.

And for Lynn Casey from Shine Scout, Inc., you want to be in the right location to resonate with your consumer. As we enter a cookie-less world, site placement around your consumer becomes more and more important. Focus on placing your SEO where your audience finds joy and passions to best connect with your brand. Casey wants to draw focus to this as “location for the right content for the right person is really how people are going to find, understand, and embrace the brands of tomorrow.”


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