Unified SEO strategy is crucial to marketing success

A unified search engine optimisation (SEO) strategy is “crucial” to a successful marketing campaign, an industry expert has advised.

Commentator Peter Young advised marketers that an effective SEO strategy is one that combines careful keyword research with search path analysis and good implementation.

Writing on online marketing resource E-consultancy, he stressed that online advertising campaigns should incorporate a range of elements including paid search, relevant keywords, effective website design, good quality content and appropriate imagery.

“It is about tying all of these facets together into one campaign,” Mr Young noted. “Only by doing this will you see your online marketing campaigns perform to their maximum efficiencies.”

“Understanding intent and ultimately tying this into potential return both in terms of traffic and investment is an important part of any keyword research activity.”

He also advised marketers to map their keywords to strategic areas of the site as well as “associate information architecture and off-page activity” to enhance a marketing strategy’s effectiveness.