#MSHUnderReview: SEO vs. Inbound Marketing [VIDEO]


At one time, being found online was all about keywords, keywords, and more keywords. The more keyword stuffing you did, the higher your site ranked. Thankfully, the days of spammy search engine optimization are over, and so are the days of simple on-site SEO.

The Internet has evolved over the years and so has online marketing. Where on-site SEO was once enough to get you to #1 on Google, that’s no longer the case. Today, in order to have a successful online presence, you must have an all-encompassing online marketing strategy, one that incorporates traditional SEO and inbound marketing strategies.

Let’s break this down and show a comparison of on-site SEO vs. an inbound marketing strategy:


To give you a very basic idea of what on-site SEO includes, the following elements should be on each page of your website.

  • Meta tags: unique titles and descriptions for each page describing what the page is all about
    • Titles and descriptions are based on the key phrases you would like to be found under
    • Content: on-site content should describe what each page is offering, whether it’s a product or service. This type of content should provide some value to the visitor and entice them to want to buy what’s offered.
    • Page URL: the URL should reflect what the page is about
    • Navigation: every page should have some type of navigation on it so users can move easily from one page to another
    • Google analytics: a tool to track the number of website users and their behavior while on your site
    • Contact information: phone number, address, email, social media buttons

Inbound Marketing Strategy

While the primary goal of on-site SEO is to improve your rankings in the search engines, it’s no longer the only factor to consider. To ensure your site is not only found, but visitors are performing the action(s) you want them to, you must have a complete online marketing strategy. This should include:

  • Inbound Marketing
    • Inbound marketing is a way to attract strangers, turn them into visitors, convert them into customers and keep/delight them as customers. Key elements of inbound marketing include:
      • Forms and calls-to-action: once visitors find your website through the search engines (keywords) and blog; this is where you offer them something. This could be a free download or a place to sign up for something enticing.
      • Landing pages: this is where the CTA is fulfilled. It’s also where you capture information in exchange for the offer.
      • Lead nurturing: as the term implies, lead nurturing is how you guide your leads through the sales funnel. This is often done with timely and behavior-specific/segmented emails.
  • On-Site SEO
  • Content Marketing
    • An important aspect of inbound marketing, content marketing helps attract visitors to your site.
    • In addition to on-site content, a complete content marketing strategy includes
      • Blogging
      • E-books
      • White Papers
      • Images and Videos
  • Social Media Marketing
    • Another key element of inbound marketing, social media is an ideal medium to create/increase brand awareness and connect with current and potential customers.
  • Email Marketing
    • One of the highest ROIs, email marketing is a great way to keep in contact with your customers, by providing them with relevant and useful content such as newsletters, blog digests and even email offers and coupons.
About The Author:Courtney Christman
Courtney Christman is a content marketing specialist at Mainstreethost, a Buffalo, NY digital marketing agency. Connect with Courtney: Twitter | Google+