What SEO Tactics Have You Integrated into Your Digital Marketing Strategy?
Martech Interviews
What SEO Tactics Have You Integrated into Your Digital Marketing Strategy?
In the rapidly evolving world of SEO, marketing professionals are constantly adapting their strategies to stay ahead. From leveraging an internal linking strategy to creating long-form evergreen content, we've gathered insights from SEO Consultants and Managers. Here are the top ten SEO tactics they've integrated into their broader digital marketing strategy and their impacts.
- Leverage Internal Linking Strategy
- Optimize Content for Targeted Keywords
- Utilize Search Data for Multi-Channel Opportunities
- Target Long-Tail Keywords for Conversion
- Optimize Image Assets for SEO
- Create Content Pages for Broad Keyword Reach
- Develop Comprehensive Pillar Content
- Target Seasonal Keywords for Niche Visibility
- Optimize for Voice Search Queries
- Create Long-Form Evergreen Content
Leverage Internal Linking Strategy
I’d say internal linking has been a big one for us. We’ve made a big effort to link many of our content pieces and web pages together. It helps to create a connected web of pages, but it also has a noticeable impact on our engagement. Internal linking has helped search engines better understand the structure of the website—including the relationship between the pages. It has also led people to click further into the site. They might start reading one article from Google, but then they’re more likely to read other articles if there’s an internal link that piques their interest. We can then aim to funnel them through our conversion pathways.
Optimize Content for Targeted Keywords
One SEO tactic we've integrated into our broader digital marketing strategy is content optimization for targeted keywords. By thoroughly researching and identifying high-potential keywords relevant to our industry, we create high-quality, informative content that addresses our audience's needs and queries. This tactic involves not only incorporating keywords naturally into our blog posts, articles, and landing pages but also ensuring that our content is engaging and valuable to readers.
Impact:
This approach has significantly boosted our search engine rankings, leading to increased organic traffic. As our content started to rank higher for targeted keywords, we noticed a steady rise in website visitors who were genuinely interested in our services. This increase in high-quality traffic translated into more leads and conversions. Additionally, optimized content helped establish our brand as an authority in the industry, improving our overall online presence and credibility. Integrating this SEO tactic into our digital marketing strategy has been instrumental in driving growth and achieving our business goals.
Utilize Search Data for Multi-Channel Opportunities
At VibeLogic, we have essentially made search data a multi-channel approach. We look at things in terms of supply (the SERPs) and demand (the search queries) rather than the traditional 'us vs. them' SEO approach.
What this does is open up traditional SEO and search data as a multi-pronged tool to do deep analysis and understanding of a niche. With detailed categorization, you can then use this data to find multi-channel opportunities.
Target Long-Tail Keywords for Conversion
One SEO tactic I've consistently integrated into broader digital marketing strategies is the strategic use of long-tail keywords. While everyone targets high-volume keywords, the conversions aren't always there. People often look at search volume as the key indicator of a high-value keyword, but it's not always the case! Granular keywords typically have a much higher conversion intent.
So for businesses, understanding this can help change how you position yourself on all channels. Let's take a client from my early consulting days, a local bakery competing with larger chains for the keyword 'custom cakes.' Despite their efforts, they weren't getting much traction. I suggested a pivot to more specific, intent-driven long-tail keywords like 'custom birthday cakes in [city].' This change paid off. Their organic traffic increased, and more importantly, the quality of leads improved, with more local customers placing custom orders.
When this happens, there's often a ripple effect into other channels. With more targeted traffic from any channel, people will begin to associate your business with a service and an area.
At Intellar, we continue to leverage this approach for clients of all sizes. It's not just about traffic; it's about getting the right kind of traffic. By focusing on these keywords, we've helped businesses capture highly engaged visitors ready to convert, thereby improving ROI dramatically.
Optimize Image Assets for SEO
We've prioritized the optimization of image assets for SEO. This includes ensuring all images on client sites are properly tagged with descriptive, keyword-rich file names and alt text. We also employ advanced image compression techniques to improve page load times, enhancing both user experience and SEO. Additionally, we leverage image sitemaps to ensure search engines can find and index all relevant images, which can drive additional traffic through image search results.
The optimization of image assets has led to faster page load times and a better user experience, which are key factors in SEO rankings. Additionally, our clients have seen increased traffic from Google’s image search, which has become a significant source of traffic for many websites. This strategy has proved especially effective for e-commerce clients, where quality images directly influence purchasing decisions.
Create Content Pages for Broad Keyword Reach
One SEO tactic we've integrated into our broader digital marketing strategy at SmartSites is creating additional content pages to target a wide breadth of keywords. This approach not only enhances SEO but also supports other marketing channels. For instance, with A&A Thermal Spray, we developed dedicated pages for their services that targeted specific industries, materials, and applications.
This tactic significantly broadened their organic reach by capturing a wider range of search queries. As a result, these pages started ranking for multiple relevant keywords, driving more organic traffic to their site. With that said, these targeted content pages also provide more landing pages for paid ad campaigns. This means we could direct traffic from ads to highly relevant pages, improving ad relevance scores and lowering cost-per-click.
These high-intent pages can also serve as valuable resources for email marketing campaigns. By linking to specific service pages in our emails, we were able to provide more detailed information to subscribers, increasing engagement and conversion rates. This holistic approach not only boosts SEO performance but also enhances the effectiveness of the overall digital marketing strategy, driving sustained growth.
Develop Comprehensive Pillar Content
One SEO tactic we've integrated into our broader digital marketing strategy is the creation of comprehensive pillar content.
By developing in-depth guides on key topics and linking them to related blog posts, we've improved our site's structure and relevance.
This tactic has significantly boosted our organic traffic and search rankings, as well as enhanced user engagement.
Target Seasonal Keywords for Niche Visibility
Optimize for seasonal low-hanging fruit! I am not talking about apples and oranges, but adding year/month/season information to your target keywords, as in "skiing holidays 2025", "best Alps hiking trails October", or "red men's loafers autumn". Especially in travel and tourism, the competition for broad keywords is extremely high, and especially smaller or newer websites will have difficulties getting SERP visibility. Avoiding the competition and going for the more niche keywords often provides better results. The advantage of additional seasonal information is that it's very easy to make existing content relevant. Sometimes, just adding the current or next year to your <TITLE> tag is enough to catapult your website into Google's TOP 10.
Optimize for Voice Search Queries
As an SEO specialist, one SEO strategy that I have used within my larger digital marketing strategy is to optimize voice search. It has been very effective in targeting conversational keywords and natural language queries, especially with the voice usage of smart speakers and voice assistants lately. By including phrases likely to be said, rather than typed, such as "What's the best Italian restaurant near me?" instead of just "Italian restaurant," we have seen a real uptick in organic traffic. This approach has boosted our search rankings, and it has also increased our user engagement and conversion rates.
Create Long-Form Evergreen Content
I integrated creating long-form, evergreen content into our SEO strategy. By focusing on topics that remain relevant over time, we've seen a significant increase in organic traffic and engagement. In my experience, these comprehensive pieces not only rank well but also attract backlinks and shares, boosting our site's authority. We haven't had to constantly chase trends, saving time and effort while still driving consistent results.
