How SEO Drives Inbound Digital Marketing

by Taline Badrikian

To drive the right kind of new sales leads to your business, you need to develop an effective inbound marketing pipeline. In the modern digital era, this pipeline looks more like a funnel, and SEO plays a highly important role when it comes to funneling prospective customers to your company website.

The Basics of Inbound Marketing

If you want to capture new leads and put them on the path to a purchase (and, hopefully, lifetime customer loyalty), you must master the art and science of inbound marketing. Inbound marketing is the process of drawing attention to your business, providing the prospective customer with the information and education they need about your solutions to inform their decision, and then provide them with compelling reasons to convert to a customer. 

The inbound marketing process is driven by the strategic creation and placement of valuable online content that aligns with the specific wants needs of your ideal target consumer audience. This content typically takes the form of written copy, pictures, and/or videos that are posted on your company website and/or other official webpages such as social media accounts.

A good inbound marketing campaign will use the most practical, efficient, and cost-effective methods of converting complete strangers into repeat customers. All inbound marketing strategies must be designed with your company’s specific needs and goals in mind.


The Importance of SEO in Digital Marketing

The inbound marketing journey starts when you successfully drive a new visitor to your company website. But your website is likely one of many others that offer similar products and/or services. In this glutted marketplace, how can you successfully attract visitors to your site specifically?

According to a recent consumer trends report by Jungle Scout, roughly half of all US consumers begin the online shopping process by using a search engine like Google. This means that your company could live or die as a result of these online searches. When someone searches for solutions to a problem (you solve), you must rank high on the Search Engine Results Page (SERP) that subsequently pops up.

This is where Search Engine Optimization (SEO) comes in. When you optimize your website and your individual pages for the search engine, this means you have content that speaks to your specific goods and services, problems customers may be experiencing, general (and also specific!) information about your industry, and general content that would appeal to your ideal customer. 

The objective of SEO is to boost the number and quality of inbound consumer leads by ensuring that your company website appears at or near the top of the search engine results page (SERP) when people conduct company-relevant searches on Google or other internet search engines.

Even better, SEO achieves these crucial ends while providing valuable online information and helpful educational content to both your prospective and existing customer base. 

Needless to say, it's impossible to work on your SEO without also working on your content. 


Let the Right Keywords in the Right Places Drive Customers to Your Website

Keywords and keyword phrases are terms that define your business as well as its various products and services. By populating your website with the right keywords in the right places, a good SEO campaign can target your ideal consumer and ensure that Google will return your company page to that consumer at the moment that he or she becomes interested in your areas of expertise. Optimizing your website for SEO can also catch consumers when they are most motivated to make a purchase.

When choosing keywords, marketing experts anticipate the words and phrases that internet users will enter into the search box. These words will vary widely from business to business, but by choosing them wisely and incorporating them strategically into your website content, you can bring large numbers of relevant leads to your website and into your inbound marketing funnel.


The Big Picture

Few consumers will read past the first few entries on any SERP, and fewer still will click through to additional pages. However, strategically focused SEO can harness the power of keywords to dramatically boost your search engine visibility and reach consumers. Let the experts at Laveh design and implement targeted SEO strategies that meet your unique wants and needs. Contact us today


Want to give it a go on your own? Laveh Marketing has put together an SEO Toolkit that provides you with direction and best practices on how to grab all the low-hanging SEO fruit. Learn more here: SEO Toolkit: Powerful, Easy-to-Use Tools to Boost SEO & Drive Traffic


Topics: SEO

Taline Badrikian

Written by Taline Badrikian

Taline is the founder of Laveh Inbound Marketing. Using modern marketing concepts without the hefty price tag, Taline has a history of leading small businesses to explosive growth.