SEO is an important part of the B2B marketing mix. MarketingSherpa’s 2011 B2B Marketing Advanced Practices Handbook has put SEO as the fourth most effective B2B marketing tactic overall. However, in spite of this, SEO may be excluded from the planning of an organisations’ marketing initiatives. Read more here.
If you summarise all this (content creation and curation, PR, strategic planning), what do you get? Web presence optimization. It is about seeing the big picture, so that all of these efforts work together to optimize a company’s online presence, not just on the company website (as important and central as that remains) but also across news sites, social networks and social content sites. The key point is that not only do marketers need to involve the SEO side, but SEO’s also need to understand the broader marketing picture in an effort to convey a message that will be effectively received.