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SEO Planning: Customizing Your Strategy

SEO, once a highly specialized, and often marginalized task relegated to the back rooms of website development teams, is now a mainstream online marketing activity. This dramatic rise can be attributed to various emerging trends, including:
• Search engines now drive a large volume of highly targeted traffic, from people intent on accomplishing research-based, purchase-oriented, and content consumption goals. Businesses can earn
significant revenues by leveraging the quality and relevance of this traffic for direct sales, customer acquisition, and content and branding/awareness campaigns.
• Visibility in search engines creates an implied endorsement effect, whereby searchers associate quality, relevance, and trustworthiness with sites that rank highly for their queries.
• Dramatic growth in the interaction between offline and online marketing necessitates investment by organizations of all kinds in a successful search strategy. Consumers are increasingly turning to the internet before making purchases in verticals ranging from real estate, autos, and technology to finding local resources for health and wellness services. At this stage, businesses simply cannot afford to
ignore their customers’ needs as expressed through searches conducted on the major search engines.
Search engine optimization is a technical marketing function that is reliant upon both content creation and technological development, and success in organic search is greatly dependent upon various technical and analytical tools that provide access to valuable data necessary for ongoing SEO and website improvement, as well as overall user experience optimization. The intersection and interdependence between website technology and online marketing has become clear, and essential – and SEO was at the forefront of this trend. New conference events such as MarTech (produced by Third Door Media, the company behind SearchEngineLand.com and Search Marketing Expo) – are beginning to provide platforms for learning and growth within the powerful intersection of marketing and technology.

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