SEO is short for search engine optimization. In the world of digital marketing, this marketing strategy plays an important role in helping you increase your reach to potential customers.
What is SEO?
SEO or Search Engine Optimization relates to user behavior while performing any search on search engines like Google and Bing. It has been noticed that the users generally click on the top three to four results of the search engine results when they enter any query. This is the driving factor behind companies optimizing their website or performing SEO so that they can appear on the top of the search results for their products and reach the audience.
SEO marketing (as it’s often referred to) is about increasing the traffic to a business’ website by ranking high on the search results whenever any keywords related to their products are entered by the users. In other words, SEO’s core goal is to increase a website’s visibility in search results.
In addition, SEO (Search engine optimization) is the process of making a web page easy to find, easy to crawl, and easy to categorize. It is about helping your customers find out your business from among a thousand other companies.
Role of SEO
SEO is an integral part of any digital marketing strategy. It is concerned with a holistic move towards driving customers to your business via online platforms. And to do that, one must ensure the website ranks higher in the SERP (search engine result page).
Just imagine having an outlet without having any signage onto it – no name, no windows…nothing in particular. You would expect people may drop in out of curiosity, looking for product A, whereas you are selling product B. Now, when you have a shop with a proper name and probably the product image on it, this would attract so many people off the street, and they would ask for what you sell, and some of these customers would tell other potential targets about their buying experience and your products and your shops.
To give you an idea on this, let’s start with this fact of SEO – nearly 14 billion searches online take place every month. The advent of the Global economy nearly makes every business have an online presence. Just imagine a fraction of those 14 billion searches happen for your business. To achieve that benchmark, your website must rank higher in the SERP, must perform well in social media marketing, and the PPC (pay per click) activities must be very well along with other digital marketing tasks.
For any business, advertising is of utmost need. When any business goes online, the advertising works best to garner a huge amount of web traffic. SEO allows a great deal of free advertising.
A proper SEO makes a website rank on the first page of SERP. And the common belief is people generally scan and review the first two pages of the SERP. Nearly, 74% of consumers use search engines to find local business information.
How does SEO work?
Search engines are not humans but the software that crawls the web page content. So, not like humans, search engines are text-driven. They complete several activities that bring search results – crawling, scanning and storing (or index), courses of action, measuring pertinence, and recovering. The distinction with an excellence count is that you’re calculating components of design, rather than actions of an individual. For example, some of the elements that are known to build up a quality score are as follows:
Factors to Rank for SEO on SERPs
- Website names and URLs
- Page content
- Meta tags
- Characteristics of Link
- Usability and accessibility
- Page design
Why Is SEO Important in a Digital Marketing Strategy?
Without SEO, your website would struggle to get the traffic your business needs to survive. With customers unable to find the website, sales won’t be made, and the platform will be going to waste. Of course, though, it’s more significant than this, with a range of different benefits coming from putting your time and money into improving your SEO. Here are some reasons:
Visibility and Ranking
One of the most important functions of SEO is increasing visibility, which means making it easier for prospects to find you when they search for something you have to offer. Visibility is directly related to your ranking.
The higher you rank on a search engine result page (SERP), the more likely prospects are to see you and click through to your site. The more effective your SEO efforts, the higher your ranking and the better your visibility, which is especially important when you consider that a quarter of web users never click past the first SERP.
Increased web traffic is one of the main goals of SEO, and you increase traffic when you increase visibility and rankings. Consider this for a moment: nearly 33% of clicks go to the first ranking page, and the first five listings get over 75% of all clicks.
If you want more prospects to find your website through a search engine, then you need SEO practices that will help you rank among the top five positions, and ideally number one.
In the end, the ultimate reason SEO is essential is that it can help you achieve many of your business goals. SEO can help you build better relationships with your audience, improve the customer experience, increase your authority, drive more people to your site, give you an edge over the competition, and increase conversions, which means more sales, more loyal customers, and more growth for your business.
A final note that’s worth mentioning is that SEO is important because search engines aren’t perfect, and if you don’t take steps to counter their failings, then your website will pay the price.
For example, if a site doesn’t have a proper link structure, then search engines may not crawl and index the site properly, and this can lower rankings. Moreover, coding errors can block search engines entirely, making it impossible for your site to rank, no matter how much time you put into other SEO efforts.
Types of SEO
There are three types of SEO that you should implement in order to give your website the best chance of improving its position on the SERPs. These types include:
On-page SEO- This involves keyword research and using keywords in high-quality content on different webpages on your site.
Off-page SEO- Helps to strengthen the relationship your website has with other websites. This particularly focuses on building backlinks, which are getting a large number of websites to link back to your website.
Technical SEO- This involves things like site speed, indexing, crawlability, mobile friendliness, site architecture, structured data, security.