Marketing & Automation

Testing two versions of a page, headline, or CTA to see which performs better. Why it matters: A/B testing your title tags, meta descriptions, and on-page content can improve click-through rates by 20-50% without changing rankings. Small optimizations compound over time, dramatically increasing organic traffic value.

The framework for determining which marketing touchpoints (organic search, paid ads, email, social) deserve credit for conversions. Why it matters: Attribution modeling proves SEO's value beyond last-click metrics. Multi-touch attribution often reveals that organic search influences 40-60% of conversions even when it's not the final touchpoint, justifying continued SEO investment.

Software that unifies customer data from all sources (website, CRM, email, ads) into single customer profiles. Why it matters: CDPs enable personalized content experiences based on user behavior. When integrated with SEO, CDPs help you understand which organic keywords drive the highest-value customers, allowing you to prioritize content accordingly.

A lead that has engaged with your content and meets specific criteria indicating sales readiness. Why it matters: SEO's ultimate goal isn't just traffic—it's generating MQLs. By tracking which organic keywords and content pieces generate the most MQLs, you can optimize your SEO strategy for revenue, not just rankings.

The collection of marketing tools and platforms your business uses (CRM, analytics, SEO tools, email platforms, etc.). Why it matters: A well-integrated martech stack amplifies SEO effectiveness. When your SEO tools feed data into your CRM and analytics platforms, you can track the full customer journey from search query to closed deal, proving ROI.

A strategy that creates consistent, integrated experiences across all customer touchpoints (web, mobile, social, email, in-store). Why it matters: Omnichannel strategies that include SEO see 3-5x higher customer lifetime value. When your organic content, paid ads, email, and social media all reinforce the same message, conversion rates soar.

Automated ad buying that uses AI to bid on and place ads in real-time based on audience data. Why it matters: Programmatic advertising integrates with SEO by allowing you to retarget organic visitors, amplify high-performing content, and fill gaps where organic visibility is weak. It's the bridge between paid and organic strategies.

Showing ads to users who previously visited your site but didn't convert. Why it matters: Retargeting complements SEO by re-engaging organic visitors who left without converting. Combined with SEO, retargeting can increase conversion rates by 150-200% by keeping your brand top-of-mind throughout the buyer journey.