{"id":639791,"date":"2024-09-27T15:00:00","date_gmt":"2024-09-27T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-seo-can-work-with-digital-marketing-teams\/"},"modified":"2024-09-27T15:00:00","modified_gmt":"2024-09-27T12:00:00","slug":"how-seo-can-work-with-digital-marketing-teams","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-seo-can-work-with-digital-marketing-teams\/","title":{"rendered":"#How SEO can work with digital marketing teams"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3d571ce1e03\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3d571ce1e03\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-can-work-with-digital-marketing-teams\/#SEOs_can_help_boost_digital_marketing_efforts_through_collaboration_all_while_championing_the_customer_journey\" >SEOs can help boost digital marketing efforts through collaboration, all while championing the customer journey.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-can-work-with-digital-marketing-teams\/#Sharing_research\" >Sharing research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-can-work-with-digital-marketing-teams\/#Copywriting_Skills_sharing_and_training\" >Copywriting: Skills sharing and training<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-can-work-with-digital-marketing-teams\/#Technical_collaboration\" >Technical collaboration<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-can-work-with-digital-marketing-teams\/#Digital_PR_Building_authority_for_all\" >Digital PR: Building authority for all<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-can-work-with-digital-marketing-teams\/#Metrics_across_the_customer_journey\" >Metrics across the customer journey<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-seo-can-work-with-digital-marketing-teams\/#Champions_for_the_customer\" >Champions for the customer<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"SEOs_can_help_boost_digital_marketing_efforts_through_collaboration_all_while_championing_the_customer_journey\"><\/span>SEOs can help boost digital marketing efforts through collaboration, all while championing the customer journey.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nIn digital marketing, agencies and in-house teams often separate into specialized units like SEO, PPC and content marketing.\u00a0<\/p>\n<p>While this division makes sense internally, it doesn\u2019t align with how customers experience a brand online. Customers don\u2019t think in silos \u2013 they interact with a brand\u2019s digital presence holistically.<\/p>\n<p>This reality calls for a unified <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach to digital marketing, where SEO plays a pivotal role. <\/p>\n<p>With its broad skill set encompassing research, copywriting, technical insights and digital PR, SEO professionals are uniquely positioned to bridge gaps between different marketing disciplines.<\/p>\n<p>This article explores how SEOs can collaborate across digital marketing teams to create a more cohesive strategy, enhancing overall effectiveness and delivering better results for both businesses and customers.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-sharing-research\"><span class=\"ez-toc-section\" id=\"Sharing_research\"><\/span>Sharing research<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>SEO teams gather extensive research, which is the foundation of their strategy.\u00a0<\/p>\n<p>They analyze keywords customers use and search volumes, which I call the \u201cvoice of the customer\u201d \u2013 a clear reflection of what they want.\u00a0<\/p>\n<p>They also research competitors, compiling data on what ranks well for them and how their sites perform.<\/p>\n<p>This research provides valuable insight into competitors\u2019 SEO strategies and the customer journey they are targeting. It shows what competitors prioritize based on their rankings and recent content.<\/p>\n<p>This information is highly useful to the broader marketing team. For example, it can supply the paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a> team with keyword data and give content teams insight into where competitors are focusing their efforts.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Top 7 Google Ads and SEO synergies you should act upon<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-copywriting-skills-sharing-and-training\"><span class=\"ez-toc-section\" id=\"Copywriting_Skills_sharing_and_training\"><\/span>Copywriting: Skills sharing and training<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Copywriting is a key skill for SEO, as content is one of its main pillars.\u00a0<\/p>\n<p>With Google\u2019s improved understanding of context, SEO copy should now simply be excellent writing. While keyword themes are still important, the days of spammy SEO content are over.<\/p>\n<p>This makes copywriting a valuable skill to share and train other teams on.<\/p>\n<p>If other teams are creating website copy, they should understand SEO requirements to ensure the content is optimized.<\/p>\n<p>Likewise, SEO teams can learn from paid media teams.<\/p>\n<p>For example, meta descriptions are like paid ad headlines, so studying high-performing ad copy and click-through rates can help improve SEO content\u2019s impact on search results.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-technical-collaboration\"><span class=\"ez-toc-section\" id=\"Technical_collaboration\"><\/span>Technical collaboration<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Technical SEO pros possess specialized knowledge about how a website\u2019s technical health and decisions affect its visibility on search engines.\u00a0<\/p>\n<p>This creates a significant opportunity for technical SEOs to collaborate with website product owners and web developers within the digital marketing team.\u00a0<\/p>\n<p>Building a strong relationship between these teams is crucial for a successful search strategy, especially since SEO can often seem mysterious to those outside the field.\u00a0<\/p>\n<p>Clear communication and data-driven decision-making can empower both teams.<\/p>\n<p>Additionally, collaboration between the SEO team and the UX team is essential. A website that fails to convert users won\u2019t support the SEO strategy and vice versa.\u00a0<\/p>\n<p>By working together on technical optimizations and design enhancements, both teams can improve performance and enhance the customer experience.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Boosting search conversions: 5 behavioral strategies to test<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-digital-pr-building-authority-for-all\"><span class=\"ez-toc-section\" id=\"Digital_PR_Building_authority_for_all\"><\/span>Digital PR: Building authority for all<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Digital PR is often treated as a subset of SEO, overlooking its broader benefits for the overall marketing strategy.<\/p>\n<p>While it originated from link building efforts, in 2024, digital PR encompasses much more.<\/p>\n<p>It closely connects with content, influencer outreach, social media and traditional PR. When these teams collaborate, they can create truly impactful results.<\/p>\n<p>An effective digital PR strategy enhances every stage of the customer journey. Although link building remains a goal for SEO, the authority gained extends beyond that.\u00a0<\/p>\n<p>By working with the strategic team to understand audience personas and their online behavior, insights can guide targeted strategies.\u00a0<\/p>\n<p>Collaboration with the social media team also opens up opportunities to leverage trends.\u00a0<\/p>\n<p>For instance, at my agency, our pet insurance brand relies heavily on social media for topic generation, whether endorsing trends or advising against them, like the trend of dyeing dogs\u2019 fur. This alignment between teams is vital for a successful strategy.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-metrics-across-the-customer-journey\"><span class=\"ez-toc-section\" id=\"Metrics_across_the_customer_journey\"><\/span>Metrics across the customer journey<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Data is one of the greatest strengths and biggest challenges of digital marketing.\u00a0<\/p>\n<p>We have access to a wealth of information that can be reported in various ways, leading to numerous reports for different meetings and purposes.\u00a0<\/p>\n<p>Aligning data across teams is crucial. It helps everyone agree on how to attribute conversions and understand the customer journey, which can transform the digital marketing strategy.<\/p>\n<p>When channels and campaigns have clarity on their roles, they can focus their efforts effectively.<\/p>\n<p>Not every activity needs to show a direct ROI; some efforts are meant to raise awareness and spark interest, and that\u2019s perfectly valid.<\/p>\n<p>If the SEO team collaborates with other departments to create a unified approach to reporting on the customer journey \u2013 mapping their needs and actions \u2013 they can unlock tremendous potential for all teams involved.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-champions-for-the-customer\"><span class=\"ez-toc-section\" id=\"Champions_for_the_customer\"><\/span>Champions for the customer<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In a digital marketing team, it\u2019s essential to have champions for the customer \u2013 team members who remember that our ultimate goal is to inspire the audience to make a purchase, in whatever form that takes.<\/p>\n<p>Whether from the SEO team, PPC team or others, all departments should unite to enhance the customer journey. I often liken the customer to a baton in a relay race; once a team has it, they need to effectively pass it through various channels.<\/p>\n<p>Each team, including SEO, has valuable contributions to make. The key is to foster collaboration, share knowledge and maintain a customer-centric focus. The more teams understand each other\u2019s strengths, the better they can work together.<\/p>\n<p>When was the last time you shared knowledge with another department? If it\u2019s been over six weeks, consider suggesting a lunch-and-learn session.<\/p>\n<p>Improving collaboration isn\u2019t just a leadership responsibility \u2013 anyone on the team can initiate it. So, think about how you can make a difference today.<\/p>\n<p><strong><em>Dig deeper: Customer-centric SEO: Adapting your search strategy for success<\/em><\/strong>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Becky Simms\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/07\/Becky-Simms.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/07\/Becky-Simms.jpeg.webp\" alt=\"Becky Simms\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Becky Simms<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=https:\/\/twitter.com\/beckyreflect&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/beckyreflectdigital\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Becky has spent the last 15 years working in digital marketing, starting Reflect Digital in 2011, which is now a team of over 35 digital specialists. Becky secured a three-year hat-trick in 2023 of being listed in the BIMA 100, a list of the top 100 people shaping the future of the digital industry.  Becky\u2019s passion for digital lies within <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.reflectdigital.co.uk\/human-behaviour\">understanding human behaviour<\/a>and applying behavioural <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/sciencee\/\" data-internallinksmanager029f6b8e52c=\"5\" title=\"Science\" target=\"_blank\" rel=\"noopener\">science<\/a> to digital channels. It is her belief that when you truly understand your audience you unleash a performance potential previously not possible to attain.                  <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/seo-work-with-digital-marketing-teams-447001\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>SEOs can help boost digital marketing efforts through collaboration, all while championing the customer journey. In digital marketing, agencies and in-house teams often separate into specialized units like SEO, PPC and content marketing.\u00a0 While this division makes sense internally, it doesn\u2019t align with how customers experience a brand online. Customers don\u2019t think in silos \u2013&#8230;<\/p>\n","protected":false},"author":1,"featured_media":639792,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-SEO-can-work-with-digital-marketing-teams-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[78070],"class_list":["post-639791","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/639791","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=639791"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/639791\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/639792"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=639791"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=639791"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=639791"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}