While web marketing is our jam, we still believe in the power of traditional marketing to reinforce your online brand. Even at JM, we use traditional marketing efforts in the Omaha metro and we believe the branding power it gives directly effects our SEO.
For years, Search Engine Optimization (SEO) has been thought to be a keyword game. Yes, using strategic keywords and regularly contributing rich content is still a factor in organic ranking. But search engines use many factors to determine a site’s rank and most do not rely on keywords.
What factors do search engines use for SEO rank?
In 2017 SEMrush conducted a ranking factors study, analyzing the importance of 17 different factors for organic rankings. The top five factors are:
- Direct website visits
- Time on the site
- Pages per session
- Bounce rate
- Referring domains
The factors that I’d argue can be strongly correlated to traditional marketing efforts are:
Direct Website Visits: Users arrive at your website directly, typing in your domain. This indicates to Google that the domain has high authority and value.
Backlinks: A backlink is any link from another website to your website. This indicates to Google that other people believe in the value of your website.
Your marketing strategy “in-real-life” reinforces your company’s online presence. When people discover your offline brand, they are more likely to visit your website than to drive to your storefront and walk in.
Search engines know this and they recognize these direct visits as a mark of a strong, real life business. Since direct website visits are one of the greatest factors of high search rank, branding your business offline is a crucial part in strengthening your business online.
Also, develop relationships and partnerships in your community. Think speaking engagements, guest blogging, newspaper articles, supporting public charities. All of that community involvement and the publicity connected with it can bring even more potential customers to your site. It’s good for the place you love and it’s good for your SEO.
The point is…
If people see a bus ad, hear a radio ad, see your logo on a sponsorship banner, hear you speak at a seminar… they are more likely to look up your company directly, giving your business domain a powerful boost.
Being involved in your community by doing good and providing education can give you brand power AND SEO power through direct visits and backlinks.
So look at your current marketing efforts. Are they working together? Do they elevate your brand offline AND increase the value of your SEO efforts online?
Google Analytics can tell you a lot about the results your efforts are producing. And if you don’t know how to analyze that data, we do. Let our Omaha-based SEO team help you put together a comprehensive SEO strategy that can help you build power!