The New SEO: Search Marketing Integration

Every year, somebody proclaims that SEO is dead simply because Google has made some changes to its algorithm. But don’t worry, this post won’t be declaring that SEO is dead, dying, or even coughing up blood.

However, the days of SEO as a distinct, independent discipline are certainly numbered. SEO is fast evolving into a more creative, diverse, and challenging profession.

Over the last few years the changes to search algorithms and user behavior on the Internet have made “old” SEO almost redundant. It’s even gotten to the stage where any so-called “SEO” who’s still using the same techniques from 5 years ago will actually be doing more harm than good. These days, search engines and consumers want quality, engagement, and social proof.

The SEO landscape has changed, and the current shift can be defined by a single concept: integration.

Search Marketing Integration (SMI)

This is a term that we will start to hear a lot more in the world of search. As the search engines widen their gaze and perfect the techniques they use to measure content quality, brand sentiment and relevance, the optimization of a site for search will increasingly overlap with other marketing disciplines.

Over the next couple of years SMI will become a pre-requisite for a first-page listing on Google. SMI will revolutionize the entire organization’s approach to sales, marketing, PR, branding and everything in between.

For an SMI practitioner, success will be tied to the ability to integrate SEO tactics across an organization’s marketing department. Politics, leverage, and action will be equally as important as title tags, link building, and keyword themes.

Let’s take a granular look at how SMI will impact the various areas of the marketing landscape:

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