Traditional push marketing methods (cold emails, ads) that contrast with inbound (SEO-driven) traffic.
Why Outbound Marketing Matters for SEO
Outbound marketing can be a great way to attract a new audience and to build a stronger brand reputation. From an SEO perspective, an effective outbound marketing campaign can lead to:
- Branded Searches: An increase in brand recognition from an outbound marketing campaign can lead to a higher number of branded searches. This is a powerful signal to search engines that your business is a high-quality resource.
- Direct Traffic: A user who sees a paid ad and then searches for your brand name is a direct signal of your brand’s authority and trustworthiness.
- Backlinks: A great outbound marketing campaign can lead to a higher number of backlinks from news sites, blogs, and other websites, which can significantly boost your rankings.
Across Different CMS Platforms
The management of outbound marketing is a content and technical SEO strategy that can be applied to any CMS.
WordPress
WordPress users can easily manage their outbound marketing by using a variety of plugins. A good plugin can help you create a sponsored blog post, a social media post, or a product recommendation that is designed to look like a natural part of a website’s content.
Shopify
Outbound marketing is crucial for an e-commerce store on Shopify. A sponsored blog post, social media post, or product recommendation that blends in with the content of a website can be made with a number of different tools.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for outbound marketing. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated outbound marketing strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your SEO performance and provides your content creators with data-driven insights.
Across Different Industries
The way you use outbound marketing will depend on your industry and your goals.
E-commerce
E-commerce sites can use outbound marketing to attract a wide range of customers. A site that sells running shoes can use a native ad that is a sponsored blog post about the best running shoes for flat feet.
Local Businesses
Local businesses can use outbound marketing to attract local customers. A plumber in Dubai, for example, can use a native ad that is a sponsored blog post about emergency plumbing services in Dubai.
SaaS Companies
SaaS companies can use outbound marketing to attract a wide range of customers. A company that sells project management software can use a native ad that is a sponsored blog post about the best project management tools for small businesses.
Blogs
Blogs are a great way to capitalize on outbound marketing. A blog about cooking can use a native ad that is a sponsored blog post about a specific recipe or a cooking technique.
Dos and Don’ts of Outbound Marketing
- Focus on a user’s intent: A native ad should be relevant and valuable to a user. It should not be a low-quality, thin content.
- Use a clear disclosure: A sponsored or paid link should have a rel=”nofollow” or rel=”sponsored” attribute.
- Use a variety of channels: A good outbound marketing strategy includes a mix of channels, such as social media, email, and paid ads.
- Avoid a native ad that is not relevant to your business: A native ad should be relevant to your products or services.
- Avoid a native ad that is low-quality: A low-quality native ad can harm your SEO.
- Avoid a native ad that is not disclosed: This is a clear violation of a search engine’s guidelines.
Common Mistakes to Avoid
- Failing to disclose that it is an ad: This is the most common and devastating mistake.
- Using a native ad that is low-quality: A low-quality native ad can harm your SEO.
- Ignoring the importance of a brand: The Knowledge Graph is a key part of your brand’s reputation.
FAQs
How is outbound marketing different from inbound marketing?
It is a traditional strategy that pushes a message out to an audience. Inbound marketing is a modern strategy that focuses on attracting a user to a website through organic search, social media, and content marketing.
Can outbound marketing help my SEO?
Yes. it can indirectly help your SEO by increasing brand visibility, which can lead to a higher number of branded searches and a stronger brand reputation.
What is the difference between outbound marketing and paid SEO?
It is a broad term that includes a variety of paid and unpaid marketing strategies. Paid SEO is a specific type of paid advertising that focuses on ranking in paid search results.
Does a paid ad get a backlink?
No, a paid ad does not get a backlink. A paid ad is a way to get traffic to a website, not a way to get a backlink.
What is a “long-tail” keyword?
A long-tail keyword is a long and specific keyword phrase that a user is searching for. These are often easier to rank for and can be a great source of organic traffic.