10 Digital Marketing Fundamentals Every SEO Pro Should Know

Marketing budgets as a percentage of company revenue fell from 11% to 6.4% in 2021, the lowest proportion allocated to marketing in the history of Gartner’s Annual CMO Spend Survey.

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For SEO professionals and marketing organization leaders trying to fund growth and recovery by doing more with less, revisiting your budget and available resources ahead of 2022 is essential.

It’s always good practice to allocate a portion of the budget to innovating and testing new ideas. But that part of the budget may shrink as marketers look for tried and proven digital marketing strategies and tactics to maximize performance this year.

1. Understanding Your Digital Presence – All Of It

Sure, you have a good handle on your owned media. After all, these are the pieces of content, listings and profiles, websites, and other assets you created yourself.

And you had better know where and when your brand is appearing online in paid placements.

But earned media can be tricky. If you aren’t actively monitoring for brand mentions, relevant social content, online reviews, and inbound links, do you really have a clear picture of your web presence as a whole?

2. The Fundamentals Of How Search Engines Work

SEO has evolved from a single digital marketing channel into the business intelligence nerve center of the organization.

Having a firm grasp of how search engines work will help you and your team not only optimize content for discovery but also deepen your understanding of how people search, learn, and consume content, as well.

3. Digital User Experience And Customer Journeys

“Build it and they will come” may have worked in Field of Dreams but it just doesn’t fly in digital marketing.

Succeeding in attracting an audience requires that you have a deep, meaningful understanding of who those people are and what problems you solve for them.

Google knows it, too – its algorithm updates are increasingly focused on improving the experiences people are having online and removing friction in each customer’s journey.

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