The marketing gimmicks have revolutionized over the years, from simple, traditional messages that pushed their way into the customer's mind to a refined process that focuses on understanding the consumer. Among this transformation, one syllable that gets tossed around a lot in the digital marketing world is Search Engine Optimisation( SEO). When we talk about SEO, what comes along with it is finding keywords, the terms people use when they go searching for something in a search engine and then aligning your content to be found for those keyword phrases.
Over the course of time, digital marketing has gained momentum, making it a necessity for businesses to make their presence online. Contributing to this phenomenon, SEO strategies are constantly evolving and upgrading to stay relevant. However, only a few companies invest in these strategies for the implementation of digital products. Creating digital products that provide value to users is a complex process. It involves several phases, from ideation to development. Despite the fact that it involves numerous tools and techniques, the value of SEO in this process should not be underestimated. SEO is becoming one of the most important channels of web traffic capture and digital conversion for businesses. A study conducted by Flat 101 found that SEO accounts for 48% of all website traffic on average, and results in a 1.11% conversion rate.
When designing digital products, it is essential to be agile and fast without losing sight of the strategic approach and the needs of users. It is therefore hard to strike a balance and must be determined by the definition of the strategy.
Two peas in a pod: SEO and Digital products
Digital product development benefits substantially from SEO, from the identification of customer demands to the provision of content and media. First and foremost, it helps validate the market relevance of your digital product ideas. In addition, SEO allows you to optimize your digital products for search engines right from the start.
SEO strategies must be developed even before digital products are developed, contrary to common sense for many technology and marketing teams. These strategies pertain to a few elements, among which two of the most prominent ones are Technology and Content. The purpose of each of the elements is to add value to the development of the product.
It is important that the marketing industry realizes that the intelligence of SEO professionals contributes to the development of new digital products and the optimization of existing products. The area can contribute with its knowledge through integration with technology, content, and media, which expands the scope for profit sharing since the SEO professional utilizes their skills to enrich the work of other team members.
Thousands of companies use inbound marketing to increase their presence at all stages of the consumer purchase and post-purchase journey, focusing on the creation of optimized content that attracts consumers either through social media or organic search engines, as well as building a close relationship with customers from the moment that loyalty is gained.
When maximizing the overall ROI of a digital product, users who access a particular page, regardless of the destination channel, have access to the information they need. It is possible because the SEO optimizations, in combination with the product development team, allow us to build lightweight pages with great navigation and content relevant to the user's interests. SEO plays a vital role in the success of digital products. A clear set of marketing KPIs, tracking SEO metrics, and performing tests can help digital marketers identify which tactics work or do not for their target audience. Consequently, they can increase the effectiveness of digital product promotion.
Nevertheless, in the case of digital product development, it is important that a large part of the efforts of SEO professionals be anticipated during product creation planning, together with the marketing content and CRM departments, because one needs to know the formats of content that are appropriate, doubts, and opportunities for agendas that can be deepened, as well as the copywriting techniques to be used and the tone of voice to be used.
Building relevance and external authority are one of the main factors that make a new product more popular at the time of disclosure for many SEO professionals. Aside from the dissemination process on portals and websites that increase visibility, SEO ensures that the digital product competes for the best organic placements of the keywords that have the highest potential. In order to achieve its goal, content should be constructed based on the search intentions of the target audience and following good technical practices. Being one step ahead of your competitors is no longer a differentiator, it is a necessity, and finding opportunities to diverge from disclosure standards and building the purpose of a product or strategic line must go beyond the traditional model of reasoning.