The Importance of Creative SEO in Marketing
Not many years ago, salesmen or marketers would do door-to-door marketing, and then came the telemarketers who would call you on the home phone and talk about their products and services. Nowadays, it is the age of digital marketing, where time is at a premium. Gone are the days of yellow pages where searches were based on the categories of services, searches these days are conducted on the digital media and the search engines have taken over. With millions of searches conducted online, how does a marketer ensure that his product or business garners attention? Search Engine Optimisation (SEO) is therefore a concept which the marketers can only ignore at their own peril.
For the uninitiated, SEO is the technical term used to explain your business in a few keywords. When a search is made on any of the search engines like Google, Yahoo or Bing, a series of complicated steps are followed by these search engines to bring you the search results. The sites which will feature in the top 10 of the search results are decided by the search engine based on the keywords and their combinations. So for an advertiser or a marketer, these keywords become a matter of immense importance, because these keywords will determine whether your business will get due attention or not.
Enter the creativity in marketing! You need to conduct keyword research on not just the relevant words but also their combinations, synonyms and similar words. The SEO is a continuous process where the keywords are tweaked regularly based on the search engine feedbacks and data analysis. For effective marketing it is also imperative that the content in the pages is relevant, has good linkages to more information and keywords are not all concentrated together.
An intelligent marketing technique does not only involve creativity but it also need to be integrative. The aim of SEO may be to attract more traffic to your content, but it is equally important to capture the interest of the audience, inform it and then retain it for future reference. Digital marketing therefore forms a big chunk of the total advertising spend for all the big companies. And search marketing forms a dominant percentage of it. SEO is therefore a specialised arm of the marketing department and it wouldn’t be an exaggeration to say that SEO is actually driving the marketing philosophy of many businesses now.
November 3, 2014