Our understanding of search engine optimization has been evolving though the years. It has certainly grown from the bygone days when experts were free to just trick the system with various techniques. Google has become so efficient in spotting and blocking these techniques. Several major algorithm changes has caused small digital marketing companies to close down. But these hard changes are nothing but growing pains. We are now getting closer and closer to what Google has always wanted SEO to be: organic digital marketing. What this means for us is we have to include other marketing channels when thinking about optimization. Here, we’ll talk about which channels are involved in the process.

Social Media

This is probably the biggest other channel that you need to consider when planning and executing your keywords. We need to consider how we incorporate the keywords in these off-site platforms as billions are already using social media. Including your keywords through clever ways can be very important. Consider this: if your catchy keyword is picked up by your audience, you will have a higher chance of your audience reposting your content while including your keywords in their post curation. In the right circumstance, your keyword could potentially spread like wildfire through social. They could even be included in blog posts. With FB, Twitter, Pinterest, and others, you can even create contests with rules that help your keyword spread.


Email is another huge channel to consider. Perhaps it is one of the best channels to convert especially if you have a captured audience of subscribers. Engage your audience in creative ways by including your keywords in the text from time to time. Just as you should in social media, apply your keyword in a catchy way in order to tattoo your brand in your audience’s subconscious. Not only will you draw traffic to your page, you could also potentially convert into sales in a faster way if you are using keywords that people already recognize from your emails.

Offline Ads

Again, the same strategy applies. But unlike with online channels, your offline ads will have the biggest impact in people’s minds. Offline ads tell people that your business is legitimate, not just an overnight operation in the Internet. If the network you target offline also coincides with your online audience, the combination can be very powerful. People who have seen your offline ads which contain witty blurbs, will trust your brand more and will be more likely to click once they see your links or posts online. Most of them will think to themselves: “hey, I’ve seen this brand before. I should check out this link.”

In the past, optimization has been about getting keyword links just for the sake of ranking. However, true and organic marketing should be the reverse of this. Keywords should be associated to a business or brand because the brand is very relevant to those keywords. Businesses that can make themselves relevant to particular keywords should be able to get ahead of the pack, get keyword traffic and links organically, and win overall.