SEO Shouldn’t Be a Standalone Strategy

Written by Nick Stamoulis

If you own a website, SEO should be a part of your online marketing strategy. However, notice that we said “a part of.” It certainly shouldn’t be the be all end all of the entire strategy. An SEO strategy works best when it’s integrated with other online marketing efforts. That’s because SEO results are notoriously slow to build. No matter how thorough the campaign is, there are so many factors completely out of your control such as what the competition is up to and the various, shifting search engine algorithms. Here are a few other online marketing tactics that we recommend website owners also consider investing in, alongside SEO:

Pay per click advertising

In a perfect world you’d rank at the top of the search results page for all of your priority keywords. However, it’s not a perfect world and only the biggest, most well-known brands have that luxury. If you want to guarantee placement on page 1, you’ll have to invest in search engine pay per click advertising. Over time as the SEO program gets going you should see an improvement in organic rank, but investing in PPC is a smart option while you’re waiting.

Banner advertising

There are two ways to advertise on other websites with banners. First, you pay for placement on specific industry related websites that you know your target audience members are browsing. In addition to driving traffic, these banner ads are also great from a branding perspective. Second, you can launch a retargeting campaign using a network like AdRoll. AdRoll will place your banner ads across their network to visitors that have already expressed interest in your company by visiting your website. It helps to keep your website top of mind as they browse the web. If you use either of these strategies, make sure that the banner ad links are nofollowed, meaning they aren’t there for SEO purposes.

Social advertising


No matter who you target, your audience is using social media. Unfortunately, the organic reach of content shared in social media is very low. If you want people to be seeing your posts, you need to promote/boost them. The great thing about social advertising is that there are lots of targeting options, ensuring that your content is only being shown to a relevant audience.

Email marketing

Sure, there’s nothing flashy about email marketing. But here’s the thing – it works. By sending informative newsletters to opt-in subscribers, you’re essentially nurturing them over time so that your company is top of mind when it comes time to buy. In addition to blogging for SEO, the email newsletter is another great place to share blog post content.

These online marketing tactics don’t impact SEO efforts directly, but they help to build a brand online. The stronger the brand is overall, the more likely it is that an SEO campaign will be successful.

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