Let’s get right to it.
‘Cross-discipline SEO’ basically means… well, it means SEO.
Confused? Let me explain.
So many businesses hear the term SEO in 2015 and immediately think of link farms, keyword stuffing, black-hat techniques, and all of the associated Google penalties that come with such scandalous tactics used to manipulate the search engines.
I’ve seen these tactics in practice by terrible digital marketers since I got my start in the industry back in 2009. Unfortunately, even now unscrupulous “SEO agencies” still exist which use damaging techniques to achieve instant gratification but long-term disaster for their clients.
They trick businesses into parting ways with their hard-earned money with promises of “getting onto page one” of Google’s search results for specific keywords, without any details of how they’re going to get the job done.
This sort of practice only results in businesses being left out of pocket, and – most of the time – with a blacklisted website that they can’t really use at all – never mind as a revenue-driver.
In reality, SEO has evolved exponentially. SEO now includes a body of techniques used specifically to enhance user-experience and increase the search relevance of high-quality websites.
Why have I chosen to call it ‘cross-discipline,’ then?
Cross-discipline is a term that I, and some other SEO practitioners, like to use when referring to the organic, ethical and most effective ways of practicing SEO.
It might make things a little more complicated to add another term into the already-overwhelming mix, but it certainly helps to differentiate between the kind of SEO that makes business-owners nervous, and the type of SEO that incites the clinking of champagne glasses.
So, how does cross-discipline SEO work, and why do you need it?
If you’re new to the industry, you could be forgiven for thinking that SEO is a standalone, optional service; it’s actually something that needs to be considered at every stage of the online marketing process. It needs to aligned with your web design, web development, content marketing, copywriting, PR, video, and all other tools used to promote your business online – hence the term ‘cross-discipline.’
To tackle all of this without the consideration of SEO is basically approaching digital marketing with one hand tied behind your back.
The data and insights provided by a skilled SEO practitioner will tell you all about where your audience is hanging out online; the types of content they like the most; the types of websites they engage with; and the questions they need answering.
Without knowing this, how can you possibly promote your business online?
Your website needs to be attractive, informative and user-friendly to keep your audience interested. Your outreached content needs to engage with the right people, at the right place, and at the right time. Your copy needs to be compelling and focused on the topics your audience is fascinated by.
If you’re not utilising SEO to get tangible information about your audience and considering what they want when you design and build your website, write copy and create content; then what are your basing it on?
You need to ensure that your marketing is based on data, not hunches.
This is why you need cross-discipline SEO.
If you’d like to find out more about SEO and how to implement it effectively across your entire spectrum of online marketing efforts, get in touch with the team at Entyce!