We hear a lot of talk these days of how SEO is converging with many other industries. It’s the age of Content Marketing and Convergence Analytics. What’s just as interesting is how this movement is forcing many SEO Managers to adapt their careers to these changes. They now must focus less on the technical aspects and more on keyword research and content marketing.

Marketers used to treat SEO more like code optimization rather than a marketing exercise. Now it has shifted to bring content discovery, research and promotion into one digital strategy. Before, source code investigations of the header tags and title tags were more common than viewing the overall page itself for content relevance and customer interest across various mediums.

But now, as we learned from our recent webinar with IBM, “The Evolution of SEO Managers into Online Marketers,” it’s even not enough to focus on improving pages after the content has been created. It is critical to move ahead into keyword research. It’s also critical to move into content creation to ensure the content being created is relevant, interesting and highly optimized.

The Movement Toward Keyword Research and Content Creation

This movement towards involvement earlier in the content promotion process is what has transformed the role of an SEO Managers into Online Marketers. Using technology, IBM’s network utilized Rio SEO’s Keyword Discovery Automation. This helped to identify keywords and content concepts that prove highly relevant to the interests of the target audience. Techniques such as social listening, competitive analysis and traditional concepts measuring keyword search demand can inspire Online Marketers around the most opportunistic content ideas to focus on.

As you create, optimize and publish content, recognizing the need to promote this content shows yet another evolution. Social signals are increasingly important, such as social sharing and Bing’s integration with Facebook. This is due to their impact on search results and the ability to reach your brand’s target audience. All of this supports the goal of driving quality traffic to encourage engagement and content promotion at the social level.  Becoming more involved in the content creation and promotion moves us all out of the technical world of local SEO tools and into the larger concept of consumer engagement marketing.

By Pete Dudchenko / VP of Product Management