We all are familiar with the term digital marketing but not aware of its meaning, in simpler words, one can say that Digital Marketing is the promotion of brands and their products through various digital methods, the most important of them is Search Engine Optimization (SEO).
To know more about Search Engine Optimization, continue with the next heading.
More About Search Engine Optimization
Table of Contents
SEO is the technique of using various measures to increase the possibility of finding targeted website pages, it is used to optimize a website’s configuration, and content relevance by getting traffic from the editorial, or natural search results on various search engines.
In simpler words, when someone searches for any content related to our website, it is shown at a higher ranking than other websites which provide the same context. Search Engine Optimization is quality control for websites.
When any website is put at a higher rank, most of the audience may prefer to visit its page and that results in more popularity and marketing of the website.
The different tasks performed by SEO include: –
- Highlighting important keywords with better traffic potential
- Using image, video, and local search engines
- Including relevant skills from better quality websites
- Comparing the results obtained
Organic and Paid Search With their Differences
Organic or natural search is simply searching on the engine and getting the results, whereas, in the case of paid search, the website owners pay the search engine companies such as Google for their websites to be on top in the results.
Speaking in terms of time taken, paid searches have an upper hand because they provide near-instant results, sometimes within minutes, whereas, with organic search, results take a much longer duration of time.
Search Engine Optimization (SEO) deals only with organic searches and that results in a higher share of traffic to SEO searches, around 20%-30% of the searchers go for paid results, and 70%-80% stick with the SEO results.
In the case of paid search results, the payment is done by the website owners in form of pay-per-click (PPC) on a cost-per-click (CPC) basis. So, they put the traffic for the website page by paying the search engine company to show their website on the top. The traffic is free for the organic search.
Search Engine Optimization Techniques That You Must Know
For excelling in digital marketing, we should have the skill of knowing how to get our website and company to be found out by our future clients, and even be aware of various techniques for Search Engine Optimization
Technical Optimization:
There are many techniques to implement for search optimization without interfering with the content. In technical optimization, we perform the tasks and activities that are responsible for improving SEO but are not at all related to our site’s content.
On-Page Optimization:
This is the most important factor for optimizing the search. It is the process of ensuring that the content provided on the page is relevant, clear to the reader, and provides a great user experience. One of the best ways to achieve this is by using the right keywords suitable to the context. This can be done with the help of a content management system. Widely used content management systems are – Wix, WordPress, Joomla, etc.
Off-Page Optimization:
As the name suggests, Off-Page Optimization is the process of improving the website’s ranking by taking measures outside the site or off the website page. Backlinks are important examples.
How do these Search Engines work?
Before we know more about the implications of Search Engine Optimization, we need to be sure of their functioning, because after we know their working, we can take the help of SEO for a higher ranking of our websites. Search engines depend on the algorithms to find the web pages based on the searched content and rank them according to the given keyword. The search engine works based on three stages; they are:
Crawling:
Search Engines use crawlers also called ‘spiders’ or ‘robots’ to find new pages and record information about them. Their motive is to search for newly uploaded web pages and to keep a track of regular updates on old web pages.
These crawlers also find the links to new web pages through the old ones. So, if we want our new web page to be found, we can attach the link to old web pages
Indexing:
This is the most vital step for our web pages. In this process, the search engine decides whether the crawled content of the web page should be indexed or not. On being searched, only indexed pages are retrieved from the database and displayed.
The reasons for any page not being indexed are:
- The content may be copied
- The quality is not up to the mark
- The web page could not be found by the crawlers
Ranking:
The third and last step involves ‘ranking’ i.e., at what level will our web page be shown? This primarily depends on the factor that how well the search engine optimization techniques have been used (for detail please refer to the previous heading).
How to Score a Better Ranking?
We must abide by a few factors to get a higher ranking on our web page. They are:
- Make the website more relevant to what the user is looking for. This includes the site content, linking it to many other credible sources to prove the fact, and a better user experience.
- The important keywords should not be too stuffed that it becomes irrelevant and does qualify for ranking
- Usage of Domain Naming for overall branding.
- Optimized for all kinds of devices, for desktops as well as for mobiles and tablets.
Conclusion:
Summing the above information about what is SEO in Digital marketing and its implications, we can say that for better marketing of our websites, Search Engine Optimization plays a very crucial role by ensuring the listing of the web page a better ranking and hence a higher traffic probability.
