We already know that SEO stopped focusing on techniques only and became a set of strategies that are integrated into search of authority and relevance. As a result of the new Google algorithms and the desire to increase results in the face of increasing competition, this phenomenon causes the thinking in SEO to transform: more than being one more way in the search for strong brand positions, it now needs to be present in strategic planning and define, together with marketing management, the direction to follow.

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In practice, what does this change? First, the training of professionals. They need to have much more comprehensive knowledge, knowing how to manage operational, content, and relationship strategies, building connected SEO management, and focused on marketing planning.

In addition, SEO needs to be well aligned with the objectives defined by marketing, which, in turn, is totally related to the company's financial planning. In e-commerce, for example, it is useless for SEO to search for the most searched keywords and direct the user to the website if the stock of the merchandise shouts “product unavailable”.

There is no way to solve the little relevance. Just as there is no content to support the site without proper disclosure. SEO Orland park, therefore, enters strategic marketing, as a tactic of dissemination for relevant content that is found on the site. The two, associated, are the path to a successful conversion result.

In this sense, the professional needs to be attentive to the adaptation of the stages of SEO planning to the analytical results found by marketing planning. So that, in face of this, you can start thinking about each step differently:

1. Competition analysis

Here, it is necessary to understand the relevance of the website in the digital environment, relating it to the strength of the brand as a whole. Domain authority, page authority, and on-page / off-page strategies are not always able to cope with poor offline positioning on their own. When the company is only digital, it becomes easier.

2. Objectives

The definition of SEO objectives must also be aligned with the objectives of strategic marketing planning. This means that if the idea up there is to highlight a product/service, there is no point in thinking about anything else in SEO. The opposite is also true: if website analysis shows a way forward, marketing needs to have the knowledge to adapt its directions to the opportunities found by SEO.

3. Definition of Strategies

Just as it took a while for brands to realize the need to integrate social media teams within the company, focusing on exactly those strategies more engaged in marketing, SEO still needs to be understood as the future of brand positioning. More than content production and link building, tactics need to be part of the whole, understanding exactly what to produce and what relationships to build in favor of a global and strengthened brand identity.

 Therefore, working with SEO is increasingly a big challenge. Adequacy to the reality of the market needs to go hand in hand with good practices that aim at better rankings. In this search, those who understand its importance come out ahead and build strategic SEO plans that take into account the complexity of the brand, the competitive environment, and the needs of users and consumers.