An Overview of SEO in Digital Marketing

Digital Marketing, like the other types of marketing, uses tactics to grow its business by promoting a brand or a product. Therefore, it is highly important to be ahead of all the competitors by using modern marketing techniques. Search Engine Optimization helps in taking the digital marketing web page visibility in online search results to another level. It also keeps the marketing web page a notch above its competitors.

SEO includes multiple elements, and understanding properly what they are and how they work is key to knowing why SEO is so important. In simple words, SEO is vital because it makes the website more visible which consequently brings more traffic and more opportunities to convert prospects into customers.

The Role of SEO in Digital Marketing:

Search Engine Optimization is actually used as a marketing tool instead of marketing itself. It enhances the marketing scope and increases the reach of a particular brand by attracting a large number of potential users. SEO technically optimizes a web page and makes it more engaging for the end-users. Several elements need to be considered while optimizing a web page which includes,

The role of SEO is to increase the exposure of the website to the potential customers on search engines. A person responsible for the company’s SEO techniques will analyze and implement different strategies to improve the ranking for certain topics or keywords.

When customers search for specific queries online through Google or other search engines, it is necessary that the concerned company is listed at the top of the search engine results pages (SERPs), so that the customers can find you.

If you are not on the top result of the SERPs, then a potential customer likely would not be able to notice your company and click through to the website.

Major Elements of SEO

Keywords:

Earlier, keywords were the only SEO technique that mattered, although that does not mean they are not crucial anymore. The difference is that nowadays, keywords must be well-researched, carefully chosen, and properly used in the content to be effective. Keywords are words and phrases that prospects use to find online content, and brands use them to connect with prospects who are looking for products and services.

In keyword research, it is important to look for ones with high search rates and low competition and to choose short-tail keywords, long-tail keywords, and local keywords to blend into the content. Along with a primary keyword, it is vital to use secondary and tertiary keywords as they will still offer value to the business.

Content:

Content is a crucial part of SEO as it is a medium to reach and engage audiences. It is essential to know the objective and craft content accordingly. Content nowadays is educational, but also interesting, relevant, and shareable. Content comes in a variety of forms, such as:

Off-page SEO:

Off-page SEO involves external optimization practices that do not display on the website. The primary technique used for off-page SEO is backlink building as the quality backlinks to the website from external sites indicate to the search engines that the site is valuable and high-quality which helps to build authority.

There are many tactics for backlink building such as guest blogging, relevant infographics that can be shared, and using influencer marketing in the content strategy.

Local SEO:

Local SEO is emerging as an important tactic for mobile device search. Nowadays, 60% of the searches are performed through mobile and nearly half of those searches have local intent. For local businesses, local SEO ensures that when people in that specific area look for the concerned results in town, they will come across the website.

Along with using local keywords, other local SEO practices include directory listings, location-specific pages for the site, and pages for the business (also called doorway pages) on Google My Business local directories and Google Maps.

Search Engine Marketing:

Search Engine Marketing (SEM) involves paid marketing efforts and includes native ads, Google AdWords, social media ads, pay-per-click (PPC), Google shopping ads, display ads, etc. Although SEM is not a primary component of a comprehensive SEO strategy, it helps reach new and highly targeted audiences. Therefore, SEO and SEM can be implemented together for effective results.

Benefits of SEO: