Integrated Marketing expert, Lori Jones, is obsessed with the outcome of every program her company, Avocet Communications, creates. I&I provides insight on how you can ignite your sales through integrated marketing, advertising, public relations, social, and digital story telling. We hope these posts make you think, spark some “aha!” moments, and illustrate just how important a truly integrated communications strategy – and a solid, inspired brand presence – is to success and longevity.
October 6, 2015

Integrating SEO For Optimal Web Results

SEO, or Search Engine Optimization, is a complex topic that can be difficult to understand, especially since it’s changing every day. The method of determining search engine rankings is constantly being updated, and that means that, although you have SEO working for your website today, it is likely to change in the not-to-distant future. In order to get optimal results from your business’ website – and the create a firm foundational platform that is equipped to absorb and respond to the changes ahead – you must understand the current SEO standards and the right way to get search engines to respond.


First, you have to know how search engines work. Right now, the goal of SEO is to have relevant content on your website. This means that you have content that is strategically structured around the keywords you have chosen. But, know that keyword stuffing – the practice of inserting a large number of keywords into web content and meta tags in the attempt to artificially increase a page’s ranking – no longer works because the search engines have better algorithms that crawl the page and detect this. Now, search engines can tell if your content is relevant and if it is, the result is a higher search ranking.

User Experience

Another key component to a better SEO strategy is a user-friendly and positive homepage experience. The easier your website is for your visitors to use, the more positive their experience will be. Focus on creating a website that is intuitive, clean, and simple to navigate. Search engines love this and will give you a higher ranking because of it.


Something that can help in the long run is to use your social media channels and blog to create backlinks. Backlinks are inbound links that direct traffic to your website. By integrating your keyword strategy with all of the content on your website and your off-site platforms (such as Facebook, Twitter and LinkedIn), you are creating a network of keywords that will improve your searchability and direct more traffic to your website.

Integrated Marketing Strategy

To really create an SEO strategy that works, it’s important to take an integrated approach to your marketing. If you focusing only on optimizing your blog, but fail to optimize your website or social media channels, you will not see the SEO results you are looking for. Integrated marketing communications allow you to run a more well-rounded and successful marketing and SEO campaign.

At Avocet we make it our business to be up on the constantly changes in SEO and are ready to implement a powerful and effective SEO campaign for you! For more information on SEO and how to make it work for your website, please contact Lori Jones.

About this author

Lori Jones

President & CEO - Avocet Communications. Increasing Customer Acquisition Through Integrated Marketing Communications

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Marketing automation is, according to industry  statistics , a $32 billion business....
SEO , or Search Engine Optimization, is a complex topic that can...
It’s no secret that social media is the one of the most effective...
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Marketing automation is, according to industry  statistics , a $32 billion business....