The important role SEO should play when developing your marketing strategy - The Drum

Hallam lays out the key steps for creating a successful marketing communications strategy

As any good marketer knows, a strong marketing plan relies on the following tried-and-tested elements:

• Market research

• Segmentation/targeting/positioning

• Objectives

• The 4Ps and tactical planning

For a refresher, take a look at Mark Ritson’s post on the key steps for marketing planning.

An effective marketing strategy is based on a deep understanding of your market, audience, competitors and brand. Only then will you be in a strong position to develop a successful marketing communications strategy.

SEO analysis can provide crucial value in the earliest stages of market research and strategy planning for brands. Research into customers and competitors is an SEO’s bread and butter, through daily use and familiarity with tools such as Google Search Console and Google Trends, and SEO tools such as SEMrush and Similarweb. SEO isn’t something we should only start considering later down the line, once all of the research and planning is done, in order to drive organic traffic and leads/sales via a website.

When you’re looking for a solution to your problem, where do you turn? Search engines, of course. It’s estimated that Google processes approximately 63,000 search queries every second, translating to 5.6bn searches per day and approximately 2tn global searches per year.

This means that all those search terms, phrases, questions and problems posed by your customers every day to...

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