SEO is more than gaining short-term wins on your weekly keyword performance and key SERPs. In fact, SEO can be a crucial part of all your marketing efforts.
At first glance, ABM and SEO may not be much of each other, but there are plenty of opportunities if you know how to look for them. ABM helps you identify and communicate with decision-makers in your sales prospect’s internal hierarchy. Meanwhile, SEO is about knowing your user intent and tailoring your content and site experience to engage your target audience.
There are plenty of ways wherein the data that your SEO team analyzes can be repurposed to understand and speak to your targets in your ABM strategy.
Here are the handy tips on how you can use SEO in your Account-Based Marketing strategy:
Knowing which keywords perform best allows you to make the most out of your SEO strategy. It also lets you know who to target for your ABM campaign.
Through Google Analytics, you’ll know how site visitors respond to keywords. You can also track your Google Quality score, as this can help you steadily enhance the effective usage of keywords.
There are a lot of factors that you need to take into consideration when it comes to optimizing your site for SEO, and the two most important ones are your meta titles and descriptions.
Usually, these short text pieces will appear on search engine results on pages or SERPs. If they’re written well, they can entice people to click through your site.
Google’s Helpful Content Update is good news, especially regarding account-based SEO, since it allows organizations to target their content with audiences that matter.
Meaning the very cornerstone of account-based marketing is crafting highly targeted and helpful content for a specific audience, meeting their needs. Any updates by Google rewarding that content and making it more prominent will benefit you in the long run. That’s why the right ABM Platform is crucial.
Account-Based Link Building is a high-strategy SEO approach that allows you to target specific accounts, not just domains or individual pages.
In fact, this goes beyond conventional link building since it focuses on prospecting and outreach. Doing so allows one to build links from high-domain sites and relevant content. It also lets you come up with highly targeted campaigns.
- The account-based model will analyze every potential link source in detail before the outreach.
- Creating highly beneficial signals on the search algorithm of Google.
- Ensuring that backlinks do come from sources that are relevant for domain authority as well as relevance in the industry.
Tracking your SEO allows you to measure your campaign’s performance and progress. No matter what type of site you want to rank in search engines, tracking your SEO is essential so that you can evaluate your campaign’s success.
From the get-go, you need to have a solid SEO strategy that allows you to maximize your campaign for optimal results.
To do this, you need to ask yourself some questions that allow you to direct your efforts.
- Which of your products and services are the most profitable?
- What makes you stand out from your competitors?
- What type of questions are you usually getting from your prospects?
Keyword and intent user research done in the initial stages of your ABM campaign is highly beneficial aside from creating the first connection with decision-makers.
SEO insights allow you to create a visual map of the different stages of the buying journey and the content decision-makers are looking for at every stage.
Usually, with the help of SEO analytics, you can find out which content attracted the most visits.
It allows you to measure targeted ABM email and social campaigns performance, figure how long visitors are engaging with your site, track which pages your visitors viewed, and then review your bounce rates.
For example, Google Analytics lets you collect data about your campaign’s overall performance. You can find out which version of your ABM campaign generates the most traffic through custom URLs. Is it your video ads, social apps, or in-app ads?
These metrics allow you to identify the channels that perform well and eliminate those that don’t give you the desired results. Doing so enables you to fix the gaps in your ABM strategy.
ABM always focuses on personalized marketing efforts. It emerged as a highly effective ABM strategy against a sea of traditional marketing methods that have flocked the market over the last couple of years.
By infusing the strengths of SEO in your ABM strategy, you can expand your outreach, enhance your visibility, and build engagement from your customer and prospects in the long run.