SEO (search engine optimization) is the type of marketing that makes it easy to find, crawl and classify web pages. It’s about helping your customers recognize your business among thousands of other companies. SEO is an integral part of any type of digital marketing strategy. This is mainly due to the holistic movement towards attracting customers to your business through online platforms. And to do this, you need to make sure that the website ranks higher in the SERPs. To give you an idea of this, let’s start with this fact – almost 14 billion web searches occur every month.
The advent of the global economy almost forces every business to have an online presence. Just imagine that some of those 14 billion searches are for your business. To reach this level, your website must rank higher in the SERPs, must perform well in social media marketing, and PPC (Pay Per Click) activities must be very good along with other digital marketing tasks.
Advertising and SEO service is essential for any business. When any business goes online, advertising works best to drive a huge amount of internet traffic. SEO enables a lot of free advertising.
Proper SEO makes the site rank on the first page of the SERP. And the common belief is that people usually crawl and skim the first two pages of SERPs. Nearly 74% of consumers use search engines to find local business information. Compared to internet marketing like PPC, social media marketing, email marketing, SEO provides a pretty good ROI. Almost 80-90% of customers check online reviews daily before finally purchasing any products.
How Does SEO Work?
The search engine is not people, but software that crawls the content of a web page. So, not like people, search engines are driven by texts. They perform a series of activities that yield search results – crawling, crawling and storing (or indexing), actions, relevancy measurement, and retrieval. The hallmark of superiority is that you calculate the components of a design, not human actions. For example, some of the elements that are known to create a quality score are the following:
- Website names and URLs
- Page content
- Meta tags
- Link characteristics
- Convenience and accessibility
- Page design
Each type of algorithm specifically looks at different aspects of a web page, such as meta tags, title tags, links, keyword density, etc., but they are all part of a much larger algorithm. This is why the same search string generates different results in different search engines with different algorithms. And all of these search engines (primary, secondary, and targeted) keep changing their algorithms periodically, so you need to know how to adapt to these changes if you want to stay on top. This requires good SEO experience.
SEO and digital marketing.
Obviously, there is no such difference between SEO and digital marketing; and perform the same function and have the same skills. Just for marketing needs, different names have been resorted to. To understand this, we need to study these concepts carefully. The figure below will clearly show how SEO builds on a subset of digital marketing.
SEO people are in the business of bringing organic hits while digital marketers are looking for a total online existence (company) that goes beyond SEO. In practice, an SEO consultant usually takes care of other areas of digital marketing. And the whole SEO digital marketing package can be referred to as “SEO Packages” as clients mostly understand it more easily.
The current trend includes a few more services along with website optimization and search engine marketing. For example, there are some factors that actually take SEO help in the sense of choosing the right keywords such as blogging with SEO content, contextual marketing, behavioral marketing, mobile advertising, alt-texts in banner ads, social media marketing, RSS, viral marketing, and video content advertising. And for that, there must be a solid digital marketing and SEO strategy.