The Shifting SEO Landscape in 3 Infographics

by 11 05/16/2014

If you read the CrazyEgg blog, you’re probably well aware that the SEO landscape has evolved leaps and bounds over the last five years. Overnight, shady tactics like keyword stuffing and linkwheels have become obsolete.

But here’s the thing. Marketers are still having trouble getting SEO out of their minds. That isn’t a bad thing.

SEO isn’t obsolete. It is still extremely relevant to today’s marketing landscape. What’s different, however, is that SEO has transformed from an algorithm-driven to a user experience-focused engine. Search engines will never be obsolete. A solid SEO strategy requires three key components.

#1: Alignment with the Conversion Funnel

Paths to sales are complex. Today’s consumers are self-driven, and by the time they reach a product checkout page or reach out to your sales team, they’re likely committed to buying. Conversion funnels typically follow five steps:

  • Awareness - Prospects become aware of your product or service.
  • Consideration - Prospects start to think about purchasing your product.
  • Engagement - Audiences engage with your brand on social media.
  • Conversion - The moment of sale!
  • Retention - First time customers become repeat buyers.

As the following infographic from SmartInsights points out, SEO introduces prospects to the conversion funnel. When people have a specific question they’d like answered (or a problem they’d like solved), they’re likely to turn to Google. Your brand’s presence is a sign that you’re there to provide an answer.

inbound-marketing-funnel

#2 Left-Meets-Right Brain Intelligence

Today’s marketing teams need left and right brained skill sets. Marketers need creativity and imagination to create great content that inspire social shares and—consequently—rank high in search. These same marketers need to master the art of performance tracking and analytics.

The following infographic from Salesforce and Pardot breaks down this concept beautifully:

Scientist

Influence and storytelling through structure and analytics—that’s the marketer’s mantra.

Marketers need this balance to succeed in the SEO landscape. SEO is equal parts technical and creative. In addition to optimizing your technology (sitemaps, high page load times, etc.), you need to ensure that your content is compelling, interesting, and jam-packed with human interest. User experience is the thread that connects all of these components.

Which brings us to the last infographic in this post:

#3: Relentless Focus

SEO takes discipline, practice, and patience. It helps to have a checklist to keep yourself (and your team) on track. That’s why IDF Marketing created the following guide:

idfmarketing-seo-infographic

Your Thoughts

How do you (and your company) approach SEO? Share your thoughts in the comments section below.

About 

Ritika Puri is a San Francisco-based blogger who writes about trends in business, internet culture, and marketing. She’s inspired by the intersection between technology, entrepreneurship, and sociology. By day, she works for a large online media company, and after-hours, she runs her writing consulting business, UserGrasp.

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11 COMMENTS

Gary Starkman

This is by far one of the best posts I’ve seen here. Good job.

May 19, 2014 Reply

    Kathryn Aragon

    Thanks, Gary! Love to see feedback like that. :)

    May 19, 2014 Reply

    neil

    Gary, glad we could help. Thanks for the feedback :)

    May 20, 2014 Reply

Monica Ruby

Great article, thanks! However, it’s really difficult to create great content (viral) every single day or something like that.

May 20, 2014 Reply

    neil

    Monica, that’s very true. If you get at least some of your content to go viral you are on the right path :)

    May 20, 2014 Reply

Larry Brians

The trends for SEO has been greatly changes since one or two years so each and every step must be taken very carefully

May 20, 2014 Reply

    neil

    Larry, great point. Thanks for the feedback :) We look forward to hearing more from you!

    May 20, 2014 Reply

Gail

Great article and very useful. I’m still very new to blogging so this definitely helped. Thanks!

June 9, 2014 Reply

    Neil Patel

    Gail, glad we could help. Thanks for the great feedback :)

    June 9, 2014 Reply


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