Content and online marketing strategies can help drive business, increase revenue, and increase awareness of an organization. Techniques related to content and online marketing include search engine optimization (SEO), geo-targeting, and search engine result pages or SERPs. Some organizations choose to design and execute online marketing campaigns in-house, while others will hire an ecommerce marketing agency. Organizations seek the help of an outside agency due to a lack of internal resources, the need to supplement in-house capabilities, and to gain expertise.
Definition of SEO
SEO or search engine optimization is the deliberate use of targeted keywords within online content. These keywords can be inserted into the copy of an organization’s website pages, downloadable white papers, and blogs. The creative teams within organizations choose targeted keywords based on research and keyword tools. These tools show which keywords generate the most traffic, which keywords are more difficult to rank for, and suggest alternative keyword combinations to use. Short-tail keywords, for instance, may only include one or a few words that someone would type into a search engine. Long-tail keywords, on the other hand, might be portions of sentences or complete sentences that someone would speak using speech recognition software.
Organic Search Strategy
Organizations use SEO and SEO related tactics to generate unpaid or organic traffic. By ranking higher on a search engine’s results for specific keywords, the organization and its content receive unpaid exposure to potential customers. The organization’s content helps provide information about topics or problems the audience is searching for and in turn can generate leads or even sales for the organization. An organic strategy differs from a paid strategy that involves targeting paid advertisements or paid boosts of blog posts through social media platforms. However, organic and paid strategies are often used simultaneously to stimulate awareness and revenues.
An ecommerce marketing strategy is both technical and artistic. Creative teams must create content that will appeal to a target audience and drive them to find out more about the organization’s products and services. At the same time, there is a technical component that involves keyword research, keyword selection, and finding out what type of information target markets are searching for online. Matching those searches with the firm’s products and services is the goal.