SEO can be broken down into clear and repeatable steps.
In this way, SEO optimization can be distilled into four stages:
Do you want to learn a repeatable, step-by-step marketing program that will allow you to develop and implement a successful digital marketing strategy? This will be the first article in a new series that will deliver just that. This article will provide a general outline of the “what” and “how”. Future episodes will go into much more detail.
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Research (reboot, raid, realign)
Contents
Before starting any SEO campaign, you need to spend a significant amount of time researching.
Here are some key things to look into at the start of any campaign:
Audit (analyze, align, activate)
Now that all of the background research is complete, it’s time to move on to the auditing phase. You will need to go through several checks to make sure your site has all the correct elements.
The number of data points in running a technical audit could be infinite, so we’ll focus on some of the most important ones that will make a significant difference when optimizing for Google.
It’s common for people to cannibalize content, which means they have multiple articles targeting the same keywords. Subtle content is also very common, including pages with little or no text or that don’t cover a topic fully.
Create (captivate, capture, compel)
Now that all the fundamental research is in place, you can move on to the fun part: creating engaging and compelling content.
Build your editorial strategy:
Outreach
Empower (engage, enthrall, earn)
Finally, you have all the building blocks to see your website thrive and see your traffic grow. You should look at your site traffic, rankings, and revenue growth in this final step. You’ve done all the hard work and you can now build on your success. In this final step, you will want to focus on letting your customers trust you and become your customers.
Data analysis
Conversion rate optimization (CRO):
Monitor trends
You can never rest on your laurels when it comes to your SEO strategy. It is important to continuously create content, disseminate and monitor the performance of your website. Google is constantly changing its algorithms, so it’s important for you to keep tracking trends and tweak your website accordingly.
Here are some of the biggest changes:
Deep dive
This article has given you an outline of the elements needed to establish a successful SEO campaign. However, the devil is in the details.
The articles to follow in this series will examine each of the elements mentioned above, with in-depth information and processes to accomplish each of these steps.
The views expressed in this article are those of the guest author and not necessarily of Search Engine Land. Staff authors are listed here.
New on Search Engine Land
About The Author
Marcela De Vivo is an industry veteran with over 20 years of experience in digital marketing, Marcela travels the world talking about SEO, data-driven marketing strategies and workflow automation and optimization. Marcela owns a digital marketing agency called ContentKarma based in California.
What does MarTech mean?
Marketing technology (also known as martech) is a set of software solutions used by marketing leaders to support mission-critical business goals and drive innovation within their organizations.
What is a MarTech strategy? Marketing technology, also known as MarTech, describes a range of software and tools that help achieve marketing goals or objectives. When a marketing team uses a grouping of marketing technologies, this is known as a marketing technology stack.
What are MarTech companies?
Definition of MarTech: “MarTech” is a marketing and technology portmanteau. It refers to the use of the MarTech tools and technologies that marketers use to inform, plan and execute their campaigns.
What is included in MarTech?
A martech stack can include:
- Marketing automation tools.
- Customer relationship management tools.
- Content management system.
- Analysis platform.
- Social media management tools.
- Advertising technology for SEM management.
- SEO optimization tools.
- Team communication and collaboration software.
What are MarTech investments?
MarTech, or in its simple form – marketing technology, refers to: “A range of software and tools that help achieve marketing goals or objectives”. The main purpose of MarTech solutions is to help optimize digital marketing campaigns.
Is Salesforce a MarTech company?
MarTech is for us. We have been instrumental in helping some of the world’s leading sales and marketing teams manage their most critical sales and marketing systems.
What is an example of MarTech?
Any social media marketing, or any marketing that takes place in a digital environment, is an example of martech. Any marketing traced with digital systems is also an example of martech. If a business uses technology of any kind to deliver or track coupons, that’s martech too.
What is an example of technological tool used in marketing?
Businesses can also track canceled email openings, bounces, and spam reports without the use of code. This email marketing tool also provides templates, planning, and A / B testing. Email analytics can be viewed in real time. AWeber is another popular email marketing tool with a number of great features.
What are MarTech platforms?
The term MarTech refers to any software or tool used by marketers to plan and execute their marketing activities in both digital marketing and the offline space. Collectively, these martech tools used by marketers or marketing teams are referred to as their martech stack.
How do you make a MarTech stack?
How to build a marketing technology stack
- Identify your primary marketing strategies and goals. …
- Examine your team to discover their challenges. …
- Establish an estimated budget. …
- Look for the tools you will consider for your martech stack. …
- Consider non-marketing tools to add to your tech stack.
What are marketing stacks? For the uninitiated, a marketing stack is the collection of technology-based (or “martech”) tools that marketers use to perform marketing tasks. For example, SaaS (software as a service) platforms, traditional software, social media tools, CRM and analytics.
What is included in a martech stack?
Social Media: Modern martech stacks include tools to manage and track social media posts and activities, measure brand sentiment among social media users, and engage customers and prospects in 1: 1 and 1: many conversations.
What is Adobe martech stack?
Adobe Stack is an innovative solution that has had a big impact on the MarTech segment. Martech teams now leverage Adobe Stack tools to continuously optimize marketing engagement; enable them to create and deliver personalized customer experiences across channels.
What goes into a martech stack?
A marketing technology stack is a grouping of technologies that marketers leverage to conduct and improve their marketing activities. Often, the goal of marketing technologies (also called “martech”) is to make difficult processes easier, measure the impact of marketing activities, and drive more efficient spending.
What is a martech tool?
MarTech tools are used to automate or otherwise simplify marketing processes, collect and analyze data, and provide various means of reaching and engaging the target audience. The suite of tools a company uses for marketing processes is known as the MarTech Stack.
What is an example of MarTech?
Any social media marketing, or any marketing that takes place in a digital environment, is an example of martech. Any marketing traced with digital systems is also an example of martech. If a business uses technology of any kind to deliver or track coupons, that’s martech too.
How many MarTech tools exist?
Like a botox-free valley girl, a company without a proper stack is showing its true age. But with over 5,000 MarTech options available, finding the right tools for the job can be daunting.
What is the MarTech 5000?
We have launched martech5000.com, a site where you can access all the data of the current martech landscape. Actually, even more current than graphics, as we will continually update the database, while graphics are more of a once-a-year snapshot.
What is an example of MarTech? Any social media marketing, or any marketing that takes place in a digital environment, is an example of martech. Any marketing traced with digital systems is also an example of martech. If a business uses technology of any kind to deliver or track coupons, that’s martech too.
What is MarTech today?
BREAKDOWN: MarketingLand.com and MarTechToday.com are reborn as MarTech, a brand new digital experience designed to inform, support, bring together and uplift the broader marketing community.
What is MarTech used for?
Definition of MarTech MarTech tools are used to automate or otherwise simplify marketing processes, collect and analyze data, and provide various means of reaching and engaging the target audience. The suite of tools a company uses for marketing processes is known as the MarTech Stack.
What is the future of MarTech?
The future of MarTech will be about campaign orchestration, intuition and relevance in the age of artificial intelligence. A number of Marketing Tech vendors will try to attract the spotlight by offering machine learning services, navigating the peak wave of the Hype-cycle.
What are MarTech platforms?
The term MarTech refers to any software or tool used by marketers to plan and execute their marketing activities in both digital marketing and the offline space. Collectively, these martech tools used by marketers or marketing teams are referred to as their martech stack.
What MarTech 2020?
It’s a big day in the martech community: the Marketing Technology Landscape 2020 is here. This year, MarTech Conference President Scott Brinker, and creator of this supergraph since 2011, has been crowdsourcing data from hundreds of contributors to put together the latest version of the landscape.
What is the future of MarTech?
The future of MarTech will be about campaign orchestration, intuition and relevance in the age of artificial intelligence. A number of Marketing Tech vendors will try to attract the spotlight by offering machine learning services, navigating the peak wave of the Hype-cycle.
Why do you need MarTech?
MarTech allows you to market smarter. When you consider the entire customer journey with the questions above, your teams can evaluate processes, automate efficiency, and optimize data for a more satisfying customer experience. Ultimately, MarTech enables companies to adopt and scale their marketing efforts faster and smarter.
Why is MarTech so important? MarTech software such as CRMs are useful for aligning marketing and sales and are most commonly used by B2B companies. A CRM allows your marketers and sales reps to have access to all the customer data they need to manage relationships and help potential customers along the funnel.
What should I know about MarTech?
Short for marketing technology, MarTech is a phrase that describes the software and applications that marketing teams use to plan, implement and analyze campaigns. MarTech can cover anything from social media and email marketing to website and digital asset management.
Why is marketing technology important?
Technology helps companies grow and thrive, build relationships, strengthen organizations’ effectiveness, enable people to get to know each other, and greatly affect how companies communicate with potential customers.
How is technology used in marketing?
When it comes to marketing, AI is helping businesses gather more information about their audiences by offering recommendation engines, predictive search, chatbots, etc. The use of these technologies and tools is helping companies to offer a better experience to their users and also to market themselves better.
What is the importance of marketing technology?
It can help you and your marketing team create, execute, and measure the success of your marketing resources and efforts more effectively, essentially freeing your marketing team to do more of what they do best.
How many MarTech tools are there?
MarTech bloat: how many MarTech solutions do you really need? There are currently just over 8,000 MarTech solutions available worldwide, a market that has seen considerable growth since 2011 where only 150 tools were available.
How many martech tools are there? Like a botox-free valley girl, a company without a proper stack is showing its true age. But with over 5,000 MarTech options available, finding the right tools for the job can be daunting.
What martech 2020?
It’s a big day in the martech community: the Marketing Technology Landscape 2020 is here. This year, MarTech Conference President Scott Brinker, and creator of this supergraph since 2011, has been crowdsourcing data from hundreds of contributors to put together the latest version of the landscape.
What is MarTech today?
BREAKDOWN: MarketingLand.com and MarTechToday.com are reborn as MarTech, a brand new digital experience designed to inform, support, bring together and uplift the broader marketing community.
What is the future of MarTech?
The future of MarTech will be about campaign orchestration, intuition and relevance in the age of artificial intelligence. A number of Marketing Tech vendors will try to attract the spotlight by offering machine learning services, navigating the peak wave of the Hype-cycle.
What is a martech tool?
MarTech tools are used to automate or otherwise simplify marketing processes, collect and analyze data, and provide various means of reaching and engaging the target audience. The suite of tools a company uses for marketing processes is known as the MarTech Stack.
How many tools are in a martech stack?
According to MarTech guru Scott Brinker, the average firm uses a MarTech stack comprising around 90 tools, which is too many. The reason is that there are not many single platforms that offer all-in-one solutions that are free from hassle.
How many tools do marketers use?
Marketers use more than 12 different tools on average, and some use more than 31 tools to manage campaigns and data. If agencies manage these accounts on behalf of their clients, that’s a dizzying amount of tools and programs to learn, use and track on a daily basis.