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An Introduction To Fortifying Your Digital Marketing Strategies

If the digital landscape has been characterized by anything, it’s versatility. This can be seen across the intricate weaving of media, art, news and creativity that has become such an integral part of our everyday lives, so why should that not be reflected in our approach to marketing?

As any established SEO agency can tell you, the key to growth and performance as a website or digital company is to ensure that all of your strategies are working cohesively, with SEO, PPC, link building and other methods all tying into the effectiveness of each other. But how does this work in real terms? Well, that’s what we’re here to find out.

The Relationship Between SEO And PPC:

It’s difficult to see Search Engine Optimization and Pay Per Click marketing as entirely separate entities in practice, as each is looking to achieve the same result; giving your business a more robust presence across high-traffic platforms (for simplicity’s sake, we will be specifically focusing on their use through Google).

With that said, their unique roles in doing so are what makes their effectiveness in cohesion so important:

Search Engine Optimization:

As the name would suggest, the role of SEO in digital marketing is to ensure a website is being seen favourably by the chosen search engine’s algorithms. This is easier said than done, however, due to regular changes and updates to this system making it impossible to maintain level footing without frequent shifts in your campaign actions.

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SEO can be seen as an umbrella term for intention, as it encapsulates a wide array of actions that look to naturally improve the rankings of an individual or company’s digital presence.


While considered a staple of modern marketing, PPC is less ubiquitous than its search engine-specific counterpart. The role of PPC is more reminiscent of conventional marketing tactics; acting as a direct way to push your brand toward as many eyes as possible. The difference comes with PPC’s method of targeting.

This involves keyword-specific distribution of these ads through varying mediums (we’ll focus on keywords in a moment). As you can likely guess, PPC gets its name from its payment method, as companies only get charged depending on how many potential clients click through the ad into the advertised website.

How Do These Correlate?

It all comes down to how these methods develop an image for your brand. PPC predominantly gets your services in front of the eyes of those that are most likely to respond, while SEO cements you as a seemingly-trustworthy and reliable source of your offering.

That’s not to say these two roles don’t overlap. On the contrary, both can be hugely effective at fulfilling the use of the other. This is where the importance of this bond comes into play. However, as you can imagine, simply having these strategies in place isn’t enough to build a cohesive campaign. This brings us back to keyword selection.



While presumably anyone that has found themselves doing research into Google has at least a basic understanding, keywords are targeted search terms that act as the gateway between most digital marketing tactics and their desired audience.

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Desirable search terms can be found through Google’s keyword planner, which matches keywords related to your field with their monthly average search traffic. This handy digital tool also gives you a suggested bid price for PPC marketing related to each phrase, making it an absolute necessity for those new to the practice.

A well-curated campaign targeting the right keywords can mean total domination over certain markets, while a fumbled mismatch of disparate search terms will likely become an untenable and costly mess. In other words, taking your time to develop a campaign strategy around specific terms that work to the strengths of both SEO and PPC gives you your best chance at success.

While we have spent a considerable amount of time focusing on these two pillars of digital marketing, there are other factors and methods that go into fortifying your campaign.

Link Building:

Though it comes in many styles with varying levels of effectiveness, link building is, in its basic form, the process of placing links to your website through a variety of online platforms. With that said, while it may sound simple, there are an enormous amount of intricacies that come with developing your link portfolio.

A sizable portion of link building is based around one simple question: “Will having links from this website benefit my business?”

To determine this, there are several things to consider, including:

1.) Domain Authority:

This is a fluctuating score developed by Moz, which acts as an excellent approximation of how well a website will rank through search engines. In turn, it also functions as a quite reliable measuring stick for determining the effectiveness of a link from said site.

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2.) Relevance:

Ensuring that your link is natural, or in a place that it could hypothetically turn up without your intervention, is vital for getting the most out of your campaign. In other words, an article about behavioral development in adolescents won’t give you the most favorable results on a fishing blog, if you manage to post it in the first place.

With all that said, it’s easy to fall into the trap of misidentifying the key purpose of link building as being to actively draw traffic. While having well-written, engaging content is hugely important and has the potential for a sizable click-through rate, this process has more in common with most other SEO-based campaign actions than journalism.

This is due to the fact that the effectiveness of PPC, SEO and link building are all tied to a well-curated and researched set of keywords determined by your target audience’s needs and wants in relation to your service. So, while these disparate concepts may have their own skillsets, methods and preferred outcomes, they are each linked by a handful of stalwart principles. These strategies may be effective on their own, however, ensuring that you are focusing your efforts when developing strategies is vital for achieving optimal results.

Samuel ShepherdAbout the Author:Samuel Shepherd is a writer, editor and content marketing specialist currently working for established SEO agency, Digital Next. Working across a variety of fields, industries and publications, Sam is passionate about giving newcomers a chance to broaden their understanding of the digital marketing landscape.

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