Digital marketing is the marketing of products or services using digital channels to reach consumers. Its key objective is to promote brands through various forms of digital media to create a combined marketing strategy.

An integrated approach to SEO and digital marketing is very much the philosophy of leading digital agency Opace. For years they have been offering clients an integrated digital marketing strategy, composed of several critical components in order to achieve online success.

“It’s best to think of an integrated SEO and digital marketing strategy as a jigsaw puzzle” says David Bryan, Managing Director of Birmingham based agency Opace.

He continues, “Each marketing strategy is a key piece and when slotted together with the other pieces, the puzzle is complete. If there is a piece missing, the strategy simply won’t work as effectively. Successful execution of an integrated strategy demands that each marketing component is utilised effectively.”

SEO and digital media: The key components

The basis of an integrated SEO and digital marketing strategy is consistent branding. Contrary to popular belief, branding is far more than a logo, tagline or business name; it’s the company’s values, the emotion invoked when customers think of a business, the heart and soul of a company.

Successful branding goes a long way in achieving widespread recognition, as it is something customers can trust and be loyal to. A brand voice and message is something that will weave through the other pieces of a digital marketing strategy, from content marketing to social media and web design.

Content strategy

Another key component of an integrated SEO and digital marketing strategy is customer-centric content and an effective content marketing strategy. Great content attracts customers and wins their loyalty. It provides them with something of value and is a great way to communicate with a target audience, without explicitly selling them something.

A strong content strategy will ensure that all of a company’s content is being put to good use and is delivering and amplifying a consistent brand message. It will help brands decide where to place their content e.g. e-mail, blogs, social media; something that is critical to achieving success.

Website strategy

A brand’s website is at the heart of the digital experience. All other pieces of an integrated digital marketing strategy are used to drive potential customers to it. The website’s job is to turn those visitors into paying customers i.e. getting them to convert - and having a mobile-friendly responsive website these days is critical.

Website landing pages are the main way customers provide information about themselves and make contact with a company. They therefore place an integral role in an online marketing strategy. Not only must they feature customer-centric content but also an appealing design. Remember that a great website design is key to attracting and retaining customers; it must be aesthetically pleasing, well functioning and easy to navigate in order to win them over.

SEO and search marketing

SEO should be a key driving force of any integrated digital marketing strategy. Without it, brands would struggle to get the natural online exposure they need to increase their brand reputation and drive traffic to their website.

Search engine optimisation is ultimately about improving a website’s organic rank on a search engine results page. Search engines like Google use their own unique algorithms that determine what they are looking for in a good website e.g. relevant content, good user experience, speedy site performance. Those that tick all the boxes and are free from black hat SEO (keyword stuffing, purchased links, spam) achieve the highest positioning on SERPs and in turn, receive the most traffic.

Having a strong blogging strategy is critical for SEO. It shows both visitors and search engines the brand leaders in an industry and allows companies to build up a reputation as an expert. The more knowledgeable they appear, the easier it will be for them to improve customer loyalty and increase their conversions. Search engines are also likely to rank them more favourably and therefore drive more traffic their way.

Social media marketing

Social media is something that all businesses should be using as part of their content marketing and integrated digital marketing strategies. Think of it as word of mouth for the digital age. It’s all about spreading great content, which is shared over and over again and ultimately results in brands developing their followings and reaching a wider customer base.

The main goal of a social media marketing strategy is to drive traffic to the company’s main website, however in order to achieve this brands must share content that gives social media users a reason to trust them and want to click through to their sites.

With so many people using social media to research and connect with brands, it’s now more important than ever for businesses to have a social media presence. Aside from generating brand awareness, it also provides them with the opportunity to connect with their customers and offer efficient customer service; something that will contribute to the way customers perceive their brand.

Building your strategy

David Bryan, Managing Director of Opace continues, “An integrated approach to SEO and digital marketing requires brands to utilise all of their digital and marketing components in a coordinated fashion, in addition to other strategies such as PPC and email marketing in order to work towards achieving their overall goals."

Get each piece of the puzzle right and the business is guaranteed online success. For more information about taking an integrated approach to SEO and digital marketing visit http://www.opace.co.uk.

Contact information

Telephone: 0845 017 7661

Email: info@opace.co.uk

Address: Opace Ltd,

Longbridge Technology Park,


West Midlands,

B31 2TS


Contact Name:
David Bryan
Managing Director
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Contact Phone:
0845 017 7661
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