Search Engine Optimization (SEO) Marketing✔✔

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Search engine optimization (SEO), like email marketing, is one of the earliest forms of digital marketing. Traditionally, search engine optimization has been addressed as a rather technical topic, with an emphasis on how search engine algorithms function and how to obtain "link juice."

However, things have changed, and the focus is now more than ever on the question, task, context, and customer experience of people using search engines to find answers.

Because the reason people use search engines in the first place is to find for answers and whatever else they may be looking for. Although it appears to be self-evident, it is frequently overlooked.


So, as always, it's all about a well-balanced and integrated marketing strategy that puts the user/customer first. This isn't a new concept: in the end, a customer-centric, connected, and integrated approach always won out, and effective SEO practitioners were well aware of this. What has changed is that now everyone must understand this and concentrate on the customer and corporate objectives in a broader sense. Also, keep in mind that search will alter dramatically in the future years.

What has also changed is that there is a greater emphasis on the context in which individuals search, as well as an understanding that searching is a part of something much larger. And after consumers find what they're looking for on your website or elsewhere, the real job begins: conversion optimization, or being relevant enough for the query and purpose that brought them there in the first place.


Unfortunately, client goals and real-world corporate goals aren't always translated into measures that can be used to measure SEO success.

By far the most important factor is traffic volume.

The goal of search engine optimization is to have online pages, such as website pages, blog entries, or other online properties and content items (such as a SlideShare presentation), rank high in natural or ‘organic' search engine results for pre-defined keywords or search queries.


These keywords can be made up of a single word or a group of words. People's use of high-volume, short keywords was given a lot of attention in the early days of the Internet. However, as Internet users' search habits changed and the Web became more saturated, the emphasis shifted to so-called long-tail terms.


Search engine optimization benefits and the case for relevance

Even with the introduction of many new digital marketing methods and evolutions like as content marketing, social media marketing, and so on, the focus on search engine optimization, an evolving and dynamic activity that changes as search engines modify their so-called algorithms, has never waned. Social signals and content marketing, on the other hand, drew even greater attention to search engine optimization and an integrated strategy.

The emphasis on modifying algorithms can be a little ludicrous at times. Before you can watch the end of yet another Cutts video, bloggers, SEO practitioners, and content marketers with an online concentration begin evaluating and adjusting. Consider how high the – ostensibly – stakes are. From a more fundamental (non-technical) standpoint, though, nothing actually changes.

When discussing the future of content marketing, our buddy Lee Odden stressed the importance of a combined approach of social, search, and content, as well as the necessity to break down silos once more. And the integration extends far beyond tactical considerations. With the way people search in mind, search is and will continue to be a matter of promises and relevancy. Google will be the first to confirm that search is part of a multi-channel customer journey.

Despite all the “this is the new that” mantras, content marketing and search engine optimization are not one and the same in this and many other ways, even if the search dimension (from keyword research to content optimization) plays a key role in defining a decent (digital) content marketing strategy.




  • The majority of buyers use search engines during their journey across various stages. In fact, most buyers at one point or the other use search to find relevant information in a commercial context.
  • Search engine optimization is cost-effective and, when well done, leads to good conversions and other marketing results.
  • Emerging digital technologies enable new ways to optimize the position of an online destination in organic search results and go beyond search in the strict sense, including for instance social interaction.
The search engine optimization community has been analysing the impact of all these changes as search engines continue to update their algorithms on the one hand and ‘punish' spammy SEO tactics on the other, and so-called ‘black hat' SEO practitioners (or frauds) have always come up with new ways to circumvent the latest changes.

It’s all about relevance



The funny thing is that most of these efforts are completely futile and that, in the end, search engine optimization hasn’t changed that much since we started ‘doing’ it and since we wrote a white paper about search engine marketing (which includes SEO) in Dutch for a Belgian agency, somewhere in the beginning of the millenium. The reason I mention the latter is because, when looking back for it and reading it we stumbled upon these lines (translated from Dutch):

  • The whole concept of search is built around relevance.
  • The relevance of a webpage/website in search is defined by the intent of the search engine user who types in a keyword.
  • Content is the essence of relevance (in search engine optimization) and context defines it.
These are still key takeaways from the 88-page report, as well as our search engine optimization strategy, which has always prioritised the customer/searcher and thus customer-centricity on the one hand, and the way search is linked to content and other methods on the other.

From a more technical standpoint, the plain fact of search engine optimization is that there is a lot of competition out there, it's not easy if you don't know how to do it, and - most importantly – that only the first organic search engine results truly matter, so you must aim high.

Search engine optimization beyond tactics: key lessons

However, what’s most important – and this doesn’t mean that more technical aspects aren’t important but we shouldn’t be obsessed by them – is that a customer-centric and connected approach towards SEO has always worked, certainly with a focus on relevant and useful content (one of many reasons content marketing is often confused with SEO today). In fact, such an approach works everywhere and across all tactics as we see over and over again.

Although saying that we don’t optimize for search engines (technical dimension) as well would be a lie, the majority of our efforts always has been going to search engine optimization for the intent, purpose, quest and information need of people using search engines in an integrated online and offline journey.

Some rules of search engine optimization have never changed and never will (and we prove it each and every day to customers and people we train):

  1. Focus on the way people look for information across all channels and touchpoints, their intent and their task at hand, which is at the basis of their search activity. Act upon that information and correlate it with keywords and content/information that meets this behavior and task at hand (where customer carewords start coming in).
  2. Producing your own buyer-centric content is simply your best tactic. This doesn’t mean that guest blogging, , link building, working with specialized SEO writers or other tactics/approaches don’t work (when done in a non-spammy and relevant way) but no one knows his customers and their journey better than you, if you truly operate in a customer-centric way. And your content and personality, with some help, as it sits in your company’s story and the minds of your people simply is the fastest route to search engine relevance if you look at search and content in a connected, continuous and consistent customer context across channels and social spheres. However, focus on the essence first and prioritize the content needs in a smart way, by taking the usefulness and customer value into account.
  3. Best practices more often than not are nonsense. Everyone tells you that short copy and visuals are what people want. These data come from surveys looking at copy and content in general. You don’t want people. You don’t want eyeballs. You want customers. And by using content and search engine optimization you can organically focus on your target groups on one hand and test what works best for your customers instead of believing the latest tips of the day after new algorithm changes. Always test, no one knows how search algorithms really work and no one certainly knows how your customers search until you find it out.
  4. Search engine optimization will always have a component of the very essence of the Web in the early days: links leading to links that connect people’s queries to relevance whereby each link is a promise and the content behind that link the fulfillment of that promise. These links between different pieces of online content, websites, etc. are gradually completed with links between people (social), links between relevance and meaning (content, context, semantics) and pretty soon linked clusters of content, devices, human networks, time, place, personal data, predictions, well, everything really.
  5. Search engine optimization – despite technical aspects – works best and will always work best when approached from a holistic perspective and is part of a chain of marketing and customer experience optimization that goes far beyond search and even conversions. It’s a matter of common sense and works very well if you know the essence.
  6. Yes, you need a partner. Everyone that takes digital marketing serious tests, tweaks and has some secret sauce after +15 years of experience and passion.

More technical-oriented SEO practitioners will probably throw lots of terms at you and disagree with some statements. It’s good to apply some technical aspects and if you fully take care of your content for instance, knowing some of them will certainly help.

But nothing beats a customer-centric and connected approach. And, yes, content is essential in it, as long as it’s darn relevant and focused on the right goals and needs. The context within the content resides (from user/customer experience and navigational dimensions to customer intent) is crucial.



From search engine optimization to customer (experience) optimization

In the end, search engine optimization, just like other forms of digital and social marketing optimization are about customer experience optimization. Don’t forget the customer is one. Marketing optimization encompasses every interaction/channel the individual consumer prefers, whereby the connected customer experience is the total of all touchpoints. You must integrate around your customers, their preferences, social networks, etc. and of course your goals.

No channel or tactic should be isolated and no department should own a tactic. Integrating and optimizing if everyone’s job as it’s about the customer. Questions such as whether you should invest in SEO or social media should not be asked as they are about the characteristics of tactics and media, not about what your customers and their customers want.

The same goes for SEO because it is about a promise and how you deliver upon it and what you do with the resulting visitors, fans, subscribers and what they want. And, of course about how you can serve them want they want to convince and convert. Optimization is often seen as a channel-specific activity, focused on conversion. But, as our good friend Bryan Eisenberg pointed out a while back when tackling the ‘we-work-in-silos-but-pretend-to-cooperate mentality‘ , it’s time to talk about marketing optimization in general and have a broader approach.



Search engine optimization and content marketing: the state of search

SEO, along with email marketing, is probably one of the easiest ‘forms’ of digital marketing to integrate with other tactics and disciplines such as content marketing and social media marketing, even if the latter two are broader umbrella terms (certainly content marketing) that are used in more contexts than SEO and email for instance.

It’s not a surprise that on top of the integration between SEO and SEA (search engine advertising), which has existed for ever, search engine optimization increasingly gets integrated with content marketing and social media marketing.

According to the earlier State of Search Marketing Report 2013 by Econsultancy and SEMPO, nearly 45% of all respondents (client-side and agency-side) said content marketing and SEO are now “highly integrated”. SEA – or paid search – and social media marketing follow next. In other words: there is still some work to do before having a good integrated view, even if content marketing is clearly – and for obvious reasons – gets integrated more than other disciplines with                                             

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