What traditional marketers need to know about SEO

If you think SEO is a bag of tricks to rank first in Google, you are 10 years out of date.

Just as many SEOs and digital marketers seem to be unaware that brand advertising and creative campaigns are very much alive and well, traditional marketers need to know that digital channels and tools are now necessary in integrated marketing communications.

As a recent Searchmetrics study found, getting found in Google search results is more relevant than ever. Statista also projects the that SEO spending will increase to $79 billion by 2020:

So, it’s time to fix the promotion mix by recognising and adding search engine optimisation to that collection of tactics because appearing in search engine results is another promotional method that can extend the reach of one’s marketing efforts.

[Read the rest of my latest “The Promotion Fix” column at The Drum!]

A former journalist and newspaper editor turned marketing and communications executive, Samuel Scott is Marcom Director at AI-powered log analytics software platform Logz.io, a global marketing speaker, and writer of the regular “The Promotion Fix” column in The Drum. Scott has been quoted or cited by publications including AdWeek, CIO, and Fortune. Follow him on Facebook and Twitter.