How SEO and Digital Marketing Teams Can Work Together

Agencies and in-house teams usually divide into specialized units for digital marketing, such as SEO, content marketing, and PPC.

Although this division makes sense internally, it does not match how customers interact with a brand online. Customers interact with a brand’s digital presence holistically rather than in silos.

Because of this, digital marketing must be approached in a unified manner, with SEO playing an important role.

SEO experts are uniquely positioned to bridge gaps between various marketing disciplines thanks to their extensive skill set, which includes research, copywriting, technical insights, and digital PR.

This article looks at how SEOs can work together with other members of digital marketing teams to develop a strategy that works better for both businesses and customers and is more effective overall.

Sharing research

The foundation of their strategy is extensive research conducted by SEO teams.

They look at the keywords customers use and how many times they search, which I call the “voice of the customer” because it shows exactly what they want.

In addition, they look at their competitors and compile data on what ranks well for them and how well their websites perform.

This study sheds light on the SEO strategies used by competitors and the customer journey they are aiming for. Based on their rankings and most recent content, it presents the priorities of competitors.

The marketing team as a entirety will help greatly from this information. It can, for example, give keyword data to the paid media team and content teams insight into where competitors are concentrating their efforts.

Copywriting: Training and sharing skills

Copywriting is a key skill for SEO because one of its main pillars is content.

SEO copy should now just be good writing now that Google understands context better. Although keyword themes are still important, spammy SEO content is no longer necessary.

Because of this, copywriting is a valuable skill that can be taught to other teams.

If other teams develop website copy, they should be acquainted with SEO essentials to guarantee that the content is optimized.

Also, SEO teams can learn from paid media teams.

Learning high-performing ad copy and click-through rates, for example, can support and enhance SEO content’s influence on search results because meta descriptions are equivalent to paid ad headlines.

Technical collaboration

Specialists in technical SEO know how a website’s technical health and decisions affect its search engine visibility.

Technical SEOs have a great chance to work with website product owners and web developers as part of the digital marketing team because of this.

A successful search strategy necessitates strong relationships between these teams, particularly given that SEO can frequently appear mysterious to those outside the field.

Both teams can be empowered through data-driven decision-making and clear communication.

Furthermore, it is important for the SEO and UX teams to work together. SEO will not be helpful for a website that fails to convert visitors, and vice versa.

Both teams can improve customer satisfaction and performance by cooperating on technical optimizations and design enhancements.

Digital PR: Building authority for all

Digital PR is often viewed as a subset of SEO, ignoring its larger benefits for the marketing strategy as a whole.

Digital PR has its origins in link-building efforts, but by 2024, it will enclose a lot more.

It is related to content, outreach to influencers, social media, and traditional PR. These teams can achieve really effective things when they work together.

Every stage of the customer journey is optimized by a successful digital PR strategy. Although SEO still wants to build links, the authority gained drives beyond that.

Insights can direct targeted strategies by performing with the strategic team to understand audience personas and their online behavior.

Opportunities to capitalize on trends also arise when working with the social media team.

Metrics throughout the customer journey

Data is both a digital marketing strength and a challenge.

We have access to a great deal of data that can be reported in a variety of ways, resulting in numerous reports for various meetings and purposes.

It is important to align data across teams. It makes it easier for everyone to agree on how to assign conversions and understand the customer journey, both of which have the potential to transform the digital marketing strategy.

Channels and campaigns can effectively focus their efforts when their roles are clear.

Not all activities need to demonstrate a direct ROI; It is true that some efforts are made with the purpose of increasing interest and awareness.

The SEO team has the possibility to unlock massive potential for all engaged teams if they collaborate with other departments to develop a unified approach to reporting on the customer journey by mapping their needs and actions.

Champions for the customer

A digital marketing team must have champions for the customer. These team members always remember that our ultimate goal is to inspire the audience to make a purchase, in any form that may take.

All departments should work together to improve the customer journey, whether from the SEO team, the PPC team, or another group.

SEO is just one team with valuable contributions to make. The keys are to encourage teamwork, share knowledge, and focus on the customer. Group members are better able to collaborate when they are aware of each other’s strengths.

When was the last time you shared knowledge with another division? Consider scheduling a lunch-and-learn session if it has been more than six weeks.

Collaboration enhancement can be initiated by any member of the team, not just by leadership. Consider how you can make a difference today, then.