SEO and Inbound Marketing can generate enormous benefits, but you need to know their characteristics and know how to use them appropriately. If you are wondering which is the better of the two, read on and you will find out.
The challenge of SEO vs Inbound Marketing was probably born due to misunderstandings or the fact that some web agencies are more likely to propose one or the other methodology to increase website traffic.
For a person who finds himself in front of professionals who praise the optimization of the site or, instead, the inbound it is not easy to understand if that proposal is the best solution to obtain the expected results.
It is precisely for this reason that we need to know the similarities and differences of these two instruments of digital marketing
However, I can answer right now: they are not enemies. But let’s see why.
The Topic OF This Post
- 1 Definition of SEO and Inbound Marketing
- 2 SEO and Inbound: Content is key to both
- 3 Objectives of optimization and inbound
- 4 SEO and Inbound Marketing work together
- 5 In conclusion: better SEO or Inbound?
Definitions of SEO and Inbound Marketing
It is best to explain once again the fundamental concepts behind these two important strategic tools.
The definition of SEO (Search Engine Optimization):
“That set of strategies and practices aimed at increasing the visibility of a website by improving its position in the rankings of search engines, in the unpaid results, called” pure “or” organic “results”.
The definition of Inbound Marketing :
“It’s a method that focuses on being found by potential customers, attracting them to our Brand.
SEO and Inbound: Content is key to both
The thing that unites these two activities inherent to digital marketing is the use of quality content to meet the needs of search engines and, above all, of users.
In both cases, the texts must be created to provide targeted and comprehensive information to the buyer personas identified in the analysis phase together with the related keywords that potential customers type on Google.
The ideal content for SEO is the original (not copied) content that provides complete information to both the robot.
When writing web page texts or articles for the blog which displays information in reverse chronological order, with the latest …company must also pay attention to the technical aspects, for example:
- Use of H1, H2, H3
- Careful insertion of keywords
- Use of bulleted and bold lists
Also, the content written for Inbound Marketing must be optimized, but must also take into account the user’s position within the funnel.
In an Inbound strategy, the contents must be divided into ToFu (top-of-funnel), MoFu (middle-of-funnel), BoFu (bottom-of-funnel) and must respectively:
- Give useful information to target
- Deepen the topics to bring the user to the company
- To stimulate the purchase
Objectives of optimization and inbound
The reasons that lead to optimize a site or create a strategy based on the funnel. The… they are certainly different, so it is not necessary to think that it is always essential to choose one method or the other.
Search Engine Optimization is essential if you want the web pages of your site to be well-positioned inSERPS.
Appearing among the first Google results for specific queries means increasing organic traffic to the site, blog, optimized e-commerce.
By increasing the visibility of a web platform, other important objectives are achieved:
- Get leads
- Convey authority
- Increase sales
The primary purpose of Inbound Marketing is to transform anonymous users into loyal customers who can even autonomously promote the brand.
Unlike traditional media advertising, this type of digital strategy captures users’ attention without interrupting what they are doing.
The principle of Inbound is precisely to be found by the potential customer by attracting him through quality content.
The results that can be achieved with this activity are comparable to those listed for SEO, because also Inbound:
- Improve the lead generation
- It makes the company perceived as a reference point in the sector
- It pushes users to buy
This does not mean that the methodologies are superimposable, rather they must be imagined as parallel lines that, within a marketing strategy, can intersect and work synergistically.
SEO and Inbound Marketing work together
The website is certainly one of the main channels to do Inbound Marketing because the optimized contents attract users right there, but we must consider other aspects that consolidate the collaboration relationship between the two methodologies.
Assuming an entrepreneurial project that starts from scratch, it is difficult to imagine creating an Inbound strategy without first thinking about creating a website indexed and positioned for specific keywords.
Even imagining to guide the user’s path in the funnel by publishing content on social networks and/or on the landing page.
Just think of the user who reads an online article made with extreme care and then goes to Google and searches for the company mentioned in the BoFu content.
What happens if a person doesn’t find the brand on the search engine? He probably thinks it doesn’t exist or isn’t that reliable.
It would also be really strange to imagine publishing optimized texts on the blog inserted within the company or e-commerce website without, however, taking care of the SEO of all the other web pages.
To get good results today you need to think about how many opportunities a user has to look for information and get in touch with those who put a product or service on the market.
After understanding where the buyer personas. They are based on market research, real data on existing customers, and some assumptions based on …, we must not neglect any channel that can make them become customers.
Choosing SEO or Inbound a priori is not advisable. The right thing to do is to analyze the online presence of the brand, define the objectives and finally devise a specific strategic plan.
Bottom line: better SEO or Inbound?
SEO can be inscribed among the fundamental processes of Inbound insurance Marketing, but it is not always essential.
For example, the site may already be optimized and, therefore, to increase the number of leads or the quality of them it would be appropriate to implement only an inbound strategy.
On the other hand, if the need were to increase visits to a site that is not technically perfect and to keep the user on it for longer, SEO could be sufficient, perhaps associated with the SEA (Search Engine Advertising. Advertising (abbreviated ADV) means advertising, it is a paid message that a company sends with the aim of informing or influencing the people who receive it …) or al SMMSMM stands for Social Media Marketing. Social media marketing is the use of social media platforms and websites, such as Facebook, Instagram, YouTube, …( Social Media Marketing ).
The conclusion is that every digital marketing project must be carefully evaluated and the strategy must be tailor-made, without necessarily excluding or including methods, tools, media.