Search engine optimization (SEO) strategies have become a vital component of digital marketing campaigns. Statistics collated by the Content Marketing Institute reveal that 61% of marketers consider SEO their top inbound marketing priority. And when given the choice between pay-per-click (PPC) advertising and SEO, 70% of marketers chose SEO, citing that it delivered better than PPC.
So, if your organization is doubling down on SEO marketing efforts, then it's best to leave no stone unturned. One such stone is the Product Information Management (PIM) system. According to another post on Perfion, PIM can help organizations keep track of product information, keep it consistent across systems, and even distribute it to other channels. But this information can also optimize a business's SEO strategy.
A CMO's guide to e-commerce success with PIM
Optimize Keyword Use Throughout the Company
The PIM system holds a gold mine of keywords that the company could potentially use in its SEO strategy. This cuts down the bulk of the work the marketing team has to do. They now have a list of potential keywords. Instead of starting from scratch, all they need to do is research the raw list of keywords. Once the keyword research is done, marketers can then collate the results of their research into a list and use the PIM system to disseminate the information across teams. With the entire workforce aware of the best keyword options, it becomes easier to forward the company's marketing goals.
Creating Relevant Content including keywords for SEO
Once the keyword list is synthesized, it becomes much easier for content creators to curate material for specific products or marketing campaigns. Ayima Kickstart highlights that optimized content is crucial for organic marketing campaigns, but many small business websites struggle with not having any content at all. Starting a content calendar is a good first step but it needs to be relevant to clients and search engines. To ensure this, businesses need better keyword optimization for the content throughout the website — from blog posts to product descriptions. And with the PIM system's assistance in keyword research and management, the optimization process becomes much more streamlined.
Maintain Consistent Branding with relevant keywords
Branding is important for any marketing strategy — be it traditional or digital. According to The Balance, consistent branding helps businesses reach their target market and makes it so that potential clients choose the company over its competition. It also fosters brand loyalty among existing customers. Now, while branding is seen as logos, color schemes, and unique graphics, many businesses forget that it's also in the words used — the slogan, the motto, the overall message. And with PIM systems, a business can market its brand as well as its individual products in a way that is unique to that product. By attaching relevant keywords to specific offerings, clients will be more likely to connect the two, making the brand more memorable.
Support International Sales and SEO with PIM
Finally, the benefits of a PIM system aren't limited to local operations. Should you decide to extend your business to other countries, you can use your PIM database to optimize your SEO strategy for international marketplaces. By managing several different languages in your PIM system, you'll have easy access to SEO keywords that are applicable to different countries. Of course, you'll still need your marketing team to conduct in-depth research on foreign market trends and best SEO practices, but a multi-language PIM system gives them baseline keywords to work with.
PIM systems do more than simply store and manage data. It can also collect information relevant to facets of the company. So, it's smart for the workforce to make use of it. That said, when building an SEO strategy, employees cannot forego the quality of their content. All the right keywords won't mean much if your company isn't providing value to its clients. A post on Business 2 Community explains this well, citing that content must be informative, formatted neatly, and written well. At the end of the day, high-quality content paired with the right SEO tools, such as PIM systems, will make for a stellar marketing strategy.
A CMO’s guide to e-commerce success with PIM
Learn more about how a Product Information Management solution supports your work as a Marketing Manager in A CMO’s guide to e-commerce success with PIM.