The search mar­ket­ing indus­try con­tin­ues to evolve. Let’s face it, SEO per­for­mance relies on a solid foun­da­tion and adapt­ing reg­u­larly to changes in the indus­try. When the algo­rithms change to improve the over­all user expe­ri­ence, top mar­keters must respond by align­ing their com­pany strate­gic and oper­a­tional capac­ity. And as always, you must con­tinue learn­ing and pre­pare for the next change because it’s com­ing. That’s where we are with search engine opti­miza­tion today. Things are in tran­si­tion because the behav­ior of the cus­tomer is in tran­si­tion as they move more of their online activ­ity to social and search behav­iors. Where the cus­tomer goes, we go.

SEO is even a mis­nomer now. It doesn’t opti­mize for search engines any­more; we opti­mize dig­i­tal assets accord­ing to best prac­tices. We opti­mize to the cus­tomer sen­ti­ments because the search engine is now only a means to the end, a con­ver­sion. SEO opti­mizes to the cus­tomer, peo­ple, and we do it where the cus­tomers spend their time, in social media and on the Web read­ing blogs and other such dig­i­tal media.

SEO must con­tinue inte­grat­ing with the rest of the mar­ket­ing world. The lit­tle tri­an­gu­lar shaped space at the point of inter­sec­tion below is deceiv­ingly sim­ple to look at. It’s a much more com­plex and dif­fi­cult tar­get to hit because of what that lit­tle tri­an­gu­lar shape is com­posed of.

sweet spot

Let’s take a closer look at that lit­tle piece of mar­ket­ing nir­vana. There are more ele­ments than shown in the graphic below. These are the seven big ones.


The key to suc­cess is the red cir­cle in the mid­dle that con­nects them all—strategic thought lead­er­ship and a sub­se­quent plan focused on tran­scend­ing the cor­po­rate turf owned by each ele­ment to cre­ate a func­tional team to rein­vent SEO as a cus­tomer opti­miza­tion strat­egy (COS) that employs indus­try best prac­tices in devel­op­ing killer con­tent to engage, edu­cate, and inform the cus­tomer along the entire mar­ket­ing path. The goal is to build cus­tomer con­fi­dence, knowl­edge, and loy­alty for your brand.

The old SEO days of run­ning as fast as you could to keep up with Google and its algo­rith­mic key­word and link build­ing strate­gies are gone. The new SEO, cus­tomer opti­miza­tion strat­egy (COS), takes place above the shoul­ders in a well thought out con­tent cam­paign that incor­po­rates the old SEO (no, it is not dead) but also rec­og­nizes the new power of the cus­tomer to express what they want in social and dig­i­tal media through user-generated con­tent (UGC).

The new foun­da­tion for COS is data and data ana­lyt­ics, includ­ing pre­dic­tive ana­lyt­ics that enables pre­dic­tive con­tent pub­lish­ing for supe­rior con­tent. As cus­tomer sen­ti­ments and per­cep­tions shift, con­tent and mar­ket­ing mes­sages shift to stay fresh and rel­e­vant. The cus­tomer is telling us what they want. We just have to lis­ten (col­lect data), pay atten­tion (ana­lyze data), and give it to them (make good deci­sions based on the analy­sis). Adobe deliv­ers the capa­bil­ity to achieve an effec­tive COS in its Adobe Mar­ket­ing Cloud through search, social, and con­tent tech­nolo­gies via Adobe Media Opti­mizer, Adobe Social, and Adobe Expe­ri­ence Man­ager, respec­tively.

Be strate­gic, data-driven, inte­grated, and com­pre­hen­sive in your approach to COS. That is the means to your future suc­cess with SEO.


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