Search engine optimization has continually adapted as the Internet expands, new algorithms are introduced and digital marketing advances into new territory.
The advent and growing relevance of social media has altered search results, as has emphasis on content and quality links by leading search engines. It should be of no surprise that search engine optimization is transforming once again, expanding to include these new additions to the Internet scene…
SEO is adapting to new challenges
Marketing for search engines now involves:
- Social media marketing, targeting platforms like Facebook, Google+, Twitter and LinkedIn, in order to take advantage of viral marketing and reach the social following,
- Pay-Per-Click, using carefully researched keywords and websites to advertise to specific audiences,
- Content Creation, focusing on quality and user relevance, along with keyword inclusion,
- Networking, building relationships with other relevant sites and bloggers to promote collaboration and links.
All of these additions to the tactics of search engine optimization means that SEO is no longer an adequate term within the broader field of Internet marketing, so a new term is gaining traction within the former SEO scene: Inbound Marketing.
Search Engine Marketing (SEM) is becoming Inbound Marketing
The term “Inbound Marketing” better describes a more comprehensive approach to online marketing. If a company desires to optimize their site for more traffic and effective conversion, they can no longer just slap a few keywords on one of their web pages or tack on a hyperlink to a comment – vigilant observation and smarter search result algorithms have made it foolish to insert poor content or sneaky backlinks.
Organic optimization and better, long term results come from establishing a web presence that adds value to the user’s online experience. Links can still give some value, but these can be fabricated or bought, so search engines would rather see an active social media account that reaches out to customers and provides them with superior service or website content that is fresh and original rather than regurgitating old ideas.
Inbound Marketing builds a strong foundation and stable results
If you think this sounds like a lot more time and harder work, you’d be right. But look at it this way – the more time and effort you put into building content, earning links from reputable sites and diversifying your online presence, the stronger your foundation will be and the higher you will eventually rank.
Websites that use reputable inbound marketing methods to promote their service or product won’t ever have to worry about being penalized by search engines. On the other hand, optimization that doesn’t adapt and instead sticks to the old tactics of keyword stuffing or high volume of low quality links will always be nervous that they’ll be discovered and penalized, losing page rank or even complete removal from search engine results.
Inbound Marketing is the new, improved SEO
Inbound Marketing isn’t just a new name for a more comprehensive SEO approach, it is evidence that search engines and online marketing are improving, working hard to provide users with results that are pertinent and valuable.
4 Helpful Resources on Inbound Marketing
1. Straight from
the horse’s Rand Fishkin’s mouth: why inbound marketing was needed to replace SEO.
2. Kuno Creative put together a very helpful inbound marketing blueprint.
3. Here are 11 Google Analytics tricks that will help with interpreting data and implementing improved inbound marketing strategies.
4. Tried and true link building tools that will assist online marketing efforts.