Search Engine Optimization(SEO) – combines the techniques that aim to position a website higher in the result page of search engines. The purpose of SEO is to make a site clearly visible to users, and therefore acquire maximum traffic.
The term “inbound marketing” might sound fancy but actually is simple. It is meanwhile to naturally attract visitors to the site and then convert them into customers: But If we dig deep into inbound marketing, it is a broader concept, which goes beyond SEO techniques. The brick “traffic acquisition” of inbound marketing can use other techniques such as targeted advertising – Search Engine Advertising or SEA – or any social media communication strategies – Social Media Advertising or SMA – or the e-mailing campaigns.
As inbound marketing is not limited to SEO, it remains one of the most important bricks in terms of traffic acquisition.
Quality traffic to capture the leads
Without quality traffic, the quality of the leads will itself be bad: the challenge of a good inbound marketing campaign is to know how to attract the right people. There is no point in attracting people who are looking for Travel agency while the company is a Digital Marketing Agency.
The strength of Inbound Marketing is knowing how to place the brand in the exact spot where the target prospect will connect, in a completely natural and non-intrusive way. For this, it respects the well-defined process of the customer journey, namely:
The discovery stage: possibly guided by a search related to a need. This is the phase where the client gets information, inquires about what he is looking for.
The stage of consideration: he studies closely what is proposed to him, compares it, analyzes how it could bring him what he seeks
The decision stage: the product convinced to him, he decides to buy it. Or not!
How SEO helps engage your Customers Naturally?
The advantage of SEO is to position yourself as naturally as possible on the Search Engine Rank Page(SERP) during customer’s search related journey.
SEO helps you rank higher in search engines where the user will perform his own research, unlike the other levers that are advertising or e-mailing, for example, who will fetch the visitor. SEO is pull marketing, which is to attract the visitor, as opposed to push marketing, which pushes the user to its site.
And to see which strategy is the most effective in terms of lead generation, just look at the statistics: SEO leads are considered to have a closing rate of 14.6% versus 1.7% for outbound leads – Source Hub spot 2017.
It should also be known that 70% of the research results clicked are purely organic, that is to say from a natural positioning by the search engines, against the results positioned by SEA strategy.
SEO is the key to the effectiveness of your Inbound campaign.
Cost Effective in the long run
Some see SEO as a long process to get going, which requires a lot of effort for results that are not very visible … They do not anticipate all the power of SEO for their future! It is true that SEO requires a steady, long-term effort. The content should be created regularly, with behind a real work on the keywords and goals always renewed to be well adjusted.
The advantage of SEO
it allows to create a solid reputation, in the long term. It requires more time investment than a financial investment. Moreover, we can see that 75% of the page views of blogs and 90% of the leads from blogs come from old publications. If your best content does not display the best results, keep working well and keep hope: with SEO, it’s all about time.
In addition to its long-term effectiveness, SEO helps ensure continuity in the flow of visits, even if you stop publishing. For a certain moment, visibility is self-sustaining rather than falling back immediately. While with advertising visibility stops as soon as you stop paying.
SEO and inbound marketing are therefore perfectly complementary. SEO is a pillar of a more global strategy, inbound marketing. Your SEO is well built? go on to complete the strategy. we know that 93% of global internet traffic comes from search engines, we better understand why everyone wants to be ranked number 1 on Google.