Marketing strategy

A marketing strategy is a plan of action to achieve a company’s specific marketing objectives. In today’s digital world, where the internet is the main source of information, more and more companies are realising the role of SEO (Search Engine Optimisation) in marketing strategy. In this article, we will look at what a marketing strategy is and how SEO fits into it.

What is a marketing strategy?

A marketing strategy is a structured plan of activities to promote products, services and build a brand in a way that is consistent with the company’s objectives. The strategy includes an analysis of the market, competitors, customers and the definition of marketing objectives. An effective marketing strategy consists of the following elements:

  1. Situation analysis: Study of the market, competition, customer segmentation and business environment.
  2. Definition of marketing objectives: Setting goals, such as increasing sales, improving market position or building brand awareness.
  3. Target group selection: Determining the audience to be targeted by marketing activities.
  4. Selection of marketing strategies: Selecting appropriate communication channels and promotional activities.
  5. Development of an action plan: A detailed plan outlining the steps needed to achieve the marketing objectives.
  6. Monitoring and evaluation of results: Monitoring the effectiveness of marketing activities and making necessary changes.

SEO as a key element of the marketing strategy

SEO (Search Engine Optimisation) is the process of optimising a website to achieve the highest possible position in search engine results, such as Google or Bing. SEO plays a key role in a marketing strategy because well-optimised websites attract more users, thereby increasing brand reach and sales.

Keywords and content optimisation

Choosing the right keywords and optimising content are the cornerstones of SEO. Keywords are phrases that users type into a search engine when looking for specific information. Therefore, it is important that your website contains content related to your chosen keywords that is relevant to your industry and audience.

Technical aspects of SEO

Optimising a website from a technical point of view includes aspects such as loading speed, responsiveness on different devices or URL structure. All of these elements affect the user experience and the page’s ranking in search results. Therefore, it is worth taking care to improve these aspects to increase your website’s visibility in search engines.

Link building

Link building is the process of acquiring valuable links to your website from other sites. High-quality external links are one of the factors influencing a website’s position in search engine results. Link building can be implemented through various strategies, such as creating valuable content that others are happy to share or collaborating with other sites related to your industry.

SEO analytics

Monitoring and analysing SEO performance are essential activities to assess the effectiveness of your marketing strategy. Analytical tools such as Google Analytics or Google Search Console provide valuable information on site traffic, sources of visits, user behaviour and the position of the site in search results. With this data, you can adjust your SEO strategy and make better marketing decisions.


A marketing strategy is essential to effectively promote your brand, products or services. In today’s digital world, where most people go online, SEO is a key part of this strategy. Content optimisation, technical aspects of SEO, link building and analytics are all important activities that influence a website’s position in search results and contribute to a company’s marketing goals.

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