SEO In The Martech Stack How Tech Decisions Can Impact SEO

Understanding how your Martech stack influences SEO is crucial for any business aiming to optimise its digital presence. The right technology choices can significantly enhance your SEO performance.

From improving organic search visibility to optimising user experience, learning how Martech decisions affect SEO can be a game-changer for your marketing strategy.

The Importance of Martech Decisions for SEO

When organisations decide on Martech stack components, various objectives and criteria are evaluated by stakeholders. Each decision within this stack has the potential to impact SEO performance. SEOs should ensure they are part of the conversation, highlighting how technology choices can either benefit or hinder organic search efforts.

CMOs and organisations seek to boost their organic search visibility. To achieve this, businesses must accommodate user experience and conversion rate optimisation on their websites. This process involves understanding how Martech tools affect site performance and UX.

Sales-Oriented Technology Decisions

Businesses focused heavily on sales-oriented technologies often prioritise tools like Salesforce and Hubspot. While these platforms are effective for sales enablement, they may not always align with SEO best practices. Pages driven by sales CRMs often lack the necessary content and value propositions that search engines require to rank for a variety of queries.

This conflict arises because clients often want these sales-driven pages to rank highly across search volumes, regardless of funnel stages. SEOs play a crucial role in advocating for a balanced user experience that satisfies various user intents, which is essential for long-term organic success.

Collaboration Between CMOs and CTOs

CMOs and CTOs should ideally work together to close gaps in the Martech stack.

CMOs and CTOs usually have their preferred tools and platforms, heavily influencing the Martech decisions made. New CMOs often prefer familiar technologies from previous roles. This can lead to significant disruptions when transitioning to new systems. For example, moving from Salesforce Commerce Cloud to Shopify can necessitate changes in CRM, order management, and development, affecting SEO due to differences in URL structures and dynamic elements.

During such transitions, SEOs should inform the site build’s architecture using SEO data. Using this data ensures that the new stack meets marketing needs and aligns with audience expectations, mitigating associated risks.

Emerging Technologies and Competitive Advantage

Many companies pursue emerging technologies to gain a competitive edge. According to a 2019 Gartner study, 68% of CTOs invest in new technologies for this purpose.

While marketing and SEO variables are considered, there is an industry-wide belief that marketing teams are adaptable and can handle changes. This attitude can lead to decisions that overlook potential impacts on SEO, making the role of the SEO even more critical to address these changes proactively.

Emerging technologies can necessitate significant adjustments to the company’s SEO strategy. SEOs need to stay informed about these technologies and their potential impacts to integrate them effectively without compromising SEO performance.

The Impact of Third-Party Tools on Site Speed

Third-party tools for user experience monitoring and AB testing frequently cause website speed issues, negatively impacting the user experience. These tools can also violate data privacy regulations if not properly implemented.

SEO professionals should be consulted during the deployment of such technologies to avoid problems like premature head closures or infinite internal linking traps. Educating stakeholders on these integration best practices is essential.

Tools like cookie consent banners and accessibility aids can also slow down page load times. As more organisations adopt these tools to comply with regulations like the European Accessibility Act, the potential for SEO issues increases.

The Broader Influence of Martech Decisions on SEO

While SEO is one of many marketing channels, it is uniquely influenced by Martech decisions. Despite this, many tech choices are made without consulting SEO teams. This can negatively impact organic search performance.

SEOs should provide data-driven insights to inform Martech decisions. By influencing these choices, SEO professionals can ensure that the technology stack supports, rather than hinders, organic search performance.

A well-considered Martech stack can make or break your SEO strategy. By understanding the intersection between technology choices and SEO, businesses can make informed decisions that drive success.

Ensuring that SEO objectives are considered alongside Martech decisions will enable businesses to optimise their marketing channels effectively.

Source: Searchenginejournal