The Importance of SEO in Digital Marketing

SEO, also known as search engine optimization, is a  technique to optimise a website to get indexed on major SERPs( search engine research pages). With a plethora of websites crawling over the world wide web(www), it has become extensively gruesome to filter out spam and irrelevant content from the content which is highly desired by the user.

All thanks to the SEO techniques that a small entrepreneur or content creator can become ranked the same or above the traditional players in the game by adhering to various SEO techniques and ways.
As per the digital community, 68% of all searches begin from a search engine. SEO drives 1,000%+ more traffic than organic social media.
The question arises how it can help the end user? The answer to this may not be straightforward yet, is simple. The answer is that by doing so one can easily source organic traffic, gain traffic and become more visible to the users.

The highlighting feature of SEO has become the keyword ‘organic’, that is, it need not to be paid and users can seamlessly do transactions with hasslefree skipping the payment part. SEO becomes so much required also because 96.5% of pages get no traffic from Google and other major search engines.

For example, Raman has a Mithai shop in a remote town of Tamil Nadu, India, willing to use the internet to do business nationally. Unfortunately his experience of offline trading has been continuously being disrupted by bigger sweet shops in the vicinity. But , thanks to the knowledge of his child about SEO prototypes and indexing on the internet about the healthy visibility of his father’s business, there business saw a boom to the awe of his local competitors.

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Table of Contents:

 

1. What is SEO?

2. Why SEO?

•  SEO increases good traffic to the website

•  SEO is good for local businesses

•  SEO provides a better user experience

•  SEO increases website credibility

•  SEO is quantifiable

•  SEO increases conversions

•  Mobile SEO increases accessibility

•  Monetising SEO 

•  Directs proper ad maintenance

•  SEO requires comparatively less digital engagement

•  Under the umbrella traditional results

•  Greater intelligibility to search engines

•  On-page SEO
• Off-page SEO
• Technical SEO   
• 3) How does search engine works?           

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• What is SEO?

   

  SEO is a set of practices designed to improve readability, utility, access, appearance, positioning of multiple types of content in organic search results. These results can be image, video, business listings, audio etc. Since people’s emphasis has been highly on organic results, it indeed has become essential to keep businesses and other contents available to the users requisitioning them.

  

  Why SEO?

  Seo has become well embedded with today’s web search and surfing scenario as told above. Below are few points which enshrines SEO as one of the most important toolkit and practices:

• SEO increases good traffic to the website
  SEO emphasises on good organic results. Organic results is one of the reasons that the number of conversions increases, thereby re-emphasising on the need of quality SEO on pages.

• SEO is good for local businesses
  Local businesses face an incredible amount pressure and competitiveness. However wit right set of practices and SEO, businesses can index on search engines as premium talk of the town in their localities.

• SEO provides a better user experience
  Away from hassled and cumbersome templates and patterns, SEO also offers a set of practices to transfer pages from cumbersome stuffing to open and easy to understand flow of content on respective pages.

• SEO increases website credibility
  SEO being a highly narrowed spectrum for qualitative content offers good to go certifiable content with appropriate citations and positive backlinks.
  SEO is quantifiable
  SEO gets scrutinised by various tools and firms such as Domain Authority, Page authority by Moz.

• SEO increases conversions
  When a page gets quantitatively and qualitatively scrutinised ,it automatically increases traffic and hence rate of conversion also peaks up and up.

• Mobile SEO increases accessibility
  With mobile first approach, more than 80% of users who use web through mobiles are being attracted.

• Monetising SEO
  The benefits accrued by better SEO practices easily retract the money, which was spent to establish once cumbersome and confusing web page. Thereby, it can be inferred  that return provided by Standard SEO practices far outshow the initial and maintenance costs.  

• Directs proper ad maintenance
  With better set of instructions being provided by standard SEO practices, placing ads according to user requirement has become easy. Compared with non-SEO pages, SEO pages show better performance to a great extent wherever ads and ad-maintenance is concerned by proper placement of ads, thus removing frustrations of users while browsing through an ‘ad-stuffed’ webpage.

•  SEO requires comparatively less digital engagement

  With constant monitoring of user trends and their requirements, constant updation of social media content is also required. This is less in SEO comparatively as after optimisation of a page less supervision is required.
• Under the umbrella traditional results 
• There are many tools under SERP results:

• Local pack results

• Google Business Profiles

• Knowledge panels

• Sitelinks

• Featured Snippets

• Image packs and image carousels

• Video packs

• People Also Ask features

• Related searches

• Plus additional SERP features for news results, hotel and travel results, shopping, FAQs, job listings, and more.

• Greater intelligibility to search engines

• For your website to be able to be indexed it becomes imperative that it has been indexed and crawled by robots.txt. This is done mainly by three SEO multiples:

  
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  On-page SEO:

• Investing in SEO includes engaging in customer research, market research, and keyword research so that your content reflects the language real people use to search for whatever your website offers. The findings of your research can then be incorporated into your optimization of multiple elements of your website and its pages, including but not limited to:

• Domain names

• Page URLs

• Page titles

• Headers

• Alt text

• Images

• Videos

• Navigational

• Meta description tags

• Internal links
  
  Off-page SEO

• To ensure that your digital assets achieve maximum visibility in the search engines, meet your goals for relevant traffic, and deliver the conversions you seek, off-page SEO can basically be defined as a practice for bringing attention to your content. Your options for pursuing this include, but aren’t limited to:

• Earning links and citations from high quality third-party sites via the merit of your content

• Managing link disavowal

• Proactively building links and citations from high quality third-party sites via outreach to those publications

• Engaging in a variety of forms of online promotion, including social media marketing, being featured as a guest on third-party blogs, podcasts, and vlogs

• Traditional PR, including writing press releases and building relationships with influencers

• For local businesses, creating local business profiles and building local unstructured citations.
     
   Technical Seo

• To ensure that your website can be properly indexed and crawled by search engines and properly used by people, technical SEO includes, but is not limited to, management of all of the following elements:

• Analytics setup

• Site crawling

• Indexing status

• Robots.txt status

• Canonicalization

• Internal link architecture design and management

• Coding

• Mobile-friendliness

• Cross browser rendering

• Page status codes

• Image compression

• Core Web Vitals status

• Page load/speed optimization

• Structured data

• JavaScript frameworks/rendering/pre-rendering

• Hreflang

• De-indexing

• Migrations
  
  
  Apart from these traditional factors, E-E-A-T factors have now also started directly affecting ranking of pages on SERP.
  (E)xperience: Has the person sharing review has had first hand experience of the place/page or not.
  (E)xpertise: Does the person handling the topic is an expert of the topic or not.
  (A)uthoritativeness:  Do third parties accept the page in question? Does authoritative pages on the web accept the page or not.(T)rustworthiness: Is content factual and accurate, are websites and transactions secure and built on the principles of good user experience (UX), is contact information accessible and true, are policies accessible and appropriate.
  
  How does search engine works?
  
  It is imperative that we know how SEO affects digital marketing, but knowing how SERPs work ,like an icing on the cake explains the utility of SEOs even more.Search engines use crawlers (also known as spiders or bots) to gather information across the internet to populate their big databases, called “indexes”. Crawlers begin from a known web page and then follow links from that page to other pages.

Thus, SEO has become one of the most useful and influential set of instructions due to its credibility and trustworthiness. SEO alongwith its many features also determines changing consumer behaviour. Returning to the example of Raman, it is evident that one size does not fit all. While Raman gained ,others missed out. Foremost SEO can be done of images, audio, businesses etc. Moreover,businesses can be of varied types, as, electronics, restaurants, hardware, softwares etc and again, one size does not fit all. Not one strategy can be attributed to the success of any business, it is always a combination of a set of measures in a specific area of concern, for example local SEO. Similarly, not one or two methods can be ruled out of SEO standards due to not up to the mark performance of a page.

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