Search Engine Optimization: A Practice in Collaboration, Not Complexity

Optimal search marketing results rely on a collaborative approach between a business and its SEO company. Forget complexity and embrace simplicity with GPO.

Increasing visibility using search marketing practices can be complex. At GPO, we emphasize the importance of having a strategic vision to achieve favorable search results via the use of organic search engine optimization, paid search advertisements, and social media marketing. Yet, rather than falling into the trap of needing to understand complicated jargon such as meta-tags and XML site maps, optimal search marketing results rely on a collaborative top-down approach between a business and its organic search partner. Both stakeholders play a part in the success or failure of Internet marketing campaigns.

The components that make search engine marketing work well require an expertise within a multitude of disciplines, many of them technical. Choosing keywords, targeting and optimizing advertisements, deciding on PPC or CPM and setting up analytics are all part of a process that leaves the average marketer puzzled. While complex terminology and knowledge on the technical side of search marketing are a part of your search agency’s DNA, today’s digital world requires a holistic approach for success.

While complex terminology and knowledge on the technical side of search marketing are a part of your SEO company’s DNA, today’s digital world requires a holistic approach for success.

In other words, best practices in SEM do not always entail your entire workforce having in-depth knowledge on the meaning of complicated jargon. However, in addition to the specialized side of the practice, SEM primarily focuses on communication to an audience who is actively seeking out information on the Internet. The saying ‘content is king’ translates into the customer experience. After all, consumers are not simply searching for your site map or what tags you have used. Consumers are seeking relevant information that will provide them some sort of benefit. Simply having a website and Facebook fan page isn’t enough. Great consumer-facing content should be a part of the company culture.

Making search engine marketing work for you isn’t simply about nifty software, a website with a few keywords, and some inbound links. This is why we emphasize collaboration with our clients so that great content and technical expertise synergize and lead to long-term success in today’s marketplace.