Are you thinking of investing more marketing dollars in search engine optimization? You may be feeling excited about all the amazing benefits SEO brings to the table. As a smart marketer, however, you should understand that SEO should only make up one part of your overall marketing strategy. Putting all your resources into this digital marketing technique will not do you any favors. In fact, local firm Top SEO Brisbane says it might even cause the downfall of your business.

Nobody can deny the power of ranking on the top spot of Google. This position receives one-third of the total clicks, so it only makes sense to try as hard as you can to get your webpages on top for all the keywords you target. SEO can help you achieve this goal, but exposing your website to the right audience doesn’t lead to success right away. You need to figure out how to make potential customers click on your listing, check out your content, and follow through with whatever action you want them to do.

You may have heard that content is king a thousand times by now, and there’s a reason for that. Content is what answers people’s questions. If you deliver the right kind of content to your visitors, then you’re giving them a reason not to head over to the website of the competition. There’s no use to ranking on top if your content is regurgitated from other posts on the web. Content marketing must be a critical part of your strategy and budget.

The way your content is presented also makes a huge difference. In this digital era, nobody likes reading endless blocks of text. This doesn’t mean informational blog posts no long work. Of course, they’re still effective, but you can make them even more so by including images, videos, and other relevant visual content to grab the attention of your target audience. Just imagine the reason behind the success of sites like Instagram, Snapchat, and YouTube and you should have no problem understanding how important it is to use rich media.

There’s also the need for embellishing your website in a way that provides visitors an excellent user experience. Google has said repeatedly that they want to reward websites that prioritize user experience, which explains their Mobilegeddon update and mobile-first index. If your web page doesn’t load within a couple of seconds, potential customers will not even give you a chance. That’s the reality you have to accept. They’ll hit the return button and visit other websites listed on the first page.

As you can see, increasing search engine traffic can prove useless without incorporating content marketing and web design. SEO must be built into these other processes, making them work in cohesion to provide the best results for your business. It’s unwise to focus on one area alone. Doing so will only mess up your marketing strategy. If you’re not convinced, then check out the websites of your most successful competitors. You’ll see these three digital marketing techniques in action.

There are other strategies worth trying as well including social media marketing and email marketing. You need to make room for these two if you want to maximize your traffic. But if you’re keen on starting with SEO, make sure you don’t shoot yourself in the foot by investing every single penny on it. Be sure that you also invest in high-quality content and excellent web design. Combining all of these techniques will yield the best returns for your business. Before you know it, you’re at the top of Google and visitors couldn’t get enough of your content.

By Genaro Martin

Linda Martin: Linda, a renowned management consultant, offers strategies for leadership, team building, and performance management in her blog.