Marketers Need to Have ‘Command’ of SEO Tools

By aiwpadminFebruary 2, 2016

by John Egan.


As SEO grows more complicated, the emphasis on the SEO tools online marketers have in their toolboxes is growing. “It’s clear that our job as online marketers is becoming more diverse, more challenging and more strategic. We have to have a command of a wide array of tools and tactics, and that’s not going to slow down any time soon,” Peter J. Meyers, Marketing Scientist at SEO consulting company Moz, writes on the company’s blog.


According to the 2015 Online Marketing Industry Survey, conducted by Moz, Google’s SEO and analytics tools dominate when it comes to SEO tools used by online marketers. Several sessions at LeadsCon Las Vegas will address SEO strategies, practices, and performance.


“Rather than demonstrating large shifts in what tools are being used, Moz’s [survey] seems to reinforce that the largest shifts in industry are around how tools are being used,” marketer Kyle Harper writes on the Content Standard website. “Google remains on top of the search game, and understandably the tools directly tied into its platform are seeing the most utilization and development across the digital marketing industry.”


Harper adds that a growing reliance on outsourced SEO activities underscores the “increasingly complex nature” of SEO and the slow decline of dependence on “SEO tips or quick fixes.”


Part of the reason that outsourced SEO is getting traction can be seen in the Moz survey results: While a single in-house expert may have one or two specialties, as Harper notes, most outside teams cover an array of SEO needs.


Regarding in-house SEO, more companies are looking for SEO, content marketing and Web design expertise — and beyond — all rolled into one person, says Jon Simmons, content marketing specialist at Skyword, a content marketing technology and services company.


So, why are SEO in general and SEO tools in particular so important? Strong SEO allows a website to be found organically on search engines such as Google, Yahoo and Bing, says Jay Flynn, Vice President of Sales and Marketing at Creating Your Space, an online marketing program for flooring retailers. People are 8.5 times more likely to click organic search results than paid search results, he says.


“Think of SEO as the foundation to an online marketing strategy. You can’t build a strong building unless you have a solid foundation. Creating this solid foundation with SEO will contribute to a website’s short-term and long-term success online,” Flynn says. Making it difficult to create that solid foundation is the fact that SEO changes on a daily basis, he says.


“It’s not just that the search engines are changing algorithms, but your competition is also changing what they do every day, so you have to react to everything that’s going on in your marketplace,” Flynn tells Floor Covering News. “SEO is still by far the leading source of consumers going to a website.”

Click here to register for LeadsCon Las Vegas 2016.

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