As the world becomes increasingly digital, businesses must prioritize online marketing to stay competitive. Search engine optimisation plays a crucial role among the many components of a successful digital marketing strategy. Optimizing your website for Google can attract more web traffic to your site. SEO tactics can range from technical website optimizations to high-quality content that resonates with your audience.
With over 3.5 billion daily searches on Google alone, having a solid SEO strategy cannot be overstated. In fact, 40% of revenue is driven by organic traffic.
In this guide, we’ll explore the basics of SEO marketing and provide examples to help you improve your SEO efforts and overall digital marketing. But first, let’s dive into how search engines work and the importance of SEO.
It’s important to look beyond rankings and rather ensure a website is usable for everyone.
What is SEO and How do Search Engines Work?
SEO, also known as search engine optimization (SEO), is the process of optimizing your website. SEO aims to improve your visibility in search engine results pages (SERPs), which will ultimately lead to more traffic and conversions.
Google and other search engine websites use complex algorithms to understand and analyze websites and web pages to deliver relevant search results to users. When web users enter a search query, search engines scan their vast index of websites and rank results based on relevance and quality. The algorithms consider various factors like keywords, site speed, mobile-friendliness, links, and user experience.
SERPs may include paid and organic results. Paid search results are marked as ads at the very top of Google results. Organic results appear below the ads and are not paid for. SERPs can also include features like maps, images, videos, and knowledge graphs based on the user’s search query.
Search engine optimization has four pillars: technical, on-page, content and off-page optimization (also known as link building).
Technical SEO
Technical optimization is a vital aspect of a comprehensive SEO strategy. As I always inform my clients, a strong technical foundation is essential to ensure you get great results in getting good search engine ranking and overall user experience. Regardless of how nice the exterior looks, if your website loads poorly on devices, it all goes to waste.
If web browsers cannot properly access and interpret your website, your content will not be visible to potential visitors. Technical optimization ensures Google can efficiently crawl, index, and understand your website’s pages.
One example of technical optimization is improving website load speed. A website that loads slowly can negatively impact user experience, leading to a higher bounce rate and lower search engine ranking.
Google uses the metric Core Web Vitals wherein web page loading speed is a key factor, especially for mobile visitors. Minimizing file sizes, compressing images, and leveraging browser caching can help speed up page loading times to ensure your site is accessible on all devices and at any internet speed.
Another example is ensuring proper website structure and internal linking. Creating a clear and organized website structure can help web browsers better understand the hierarchy of your content.
This does wonders for many of my clients including my website (It’s a Writer’s World). Even with minimal link building, I’ve seen significant improvement in SERP rankings just by ensuring the website structure and internal linking were strategically implemented.
Using internal links and external links throughout your site can also help users and search engines navigate to relevant content pages. This improves the overall user experience as well as increases user engagement on your website.
On-page SEO
On-page SEO involves optimizing individual web pages to rank higher in search engine results. This includes adding targeted keywords, using relevant meta tags and descriptions, and ensuring the content is formatted correctly for users and Google.
Meta tags (title tags and meta descriptions) are the most critical aspect of on-page SEO. These snippets of text appear in the SERPs when your web page appears in search results. If you don’t include relevant keywords and phrases, Google won’t know what your page is about.
Also, your choice of meta data can impact your click-through rate. If your meta tags are too generic, they won’t attract the attention of potential visitors regardless if they are high up in the search engine result page.
The key here is to get creative with your page title and meta description while incorporating relevant keywords. I usually do trial and error with different variations until I find the one that ranks high and gets more clicks.
Note: I’ve also seen clients who insist on filling out the meta keywords field. Since many website owners have abused this to manipulate rankings, Google no longer considers the meta keywords tags for SEO.
Content Optimization
High-quality website content is another key foundation of SEO success. Google always look for websites that provide useful, accurate, fresh content.
Make sure you do extensive keyword research first so you can use the appropriate terms and phrases in your pieces. You can also use tools like SurferSEO, and Clearscope can help you identify what other phrases and key terms you can incorporate in your content.
Analyzing the top-ranking web pages for your target keywords and seeing what content formats Google rewards for ranking also pays off. Use the SEO data you get as inspiration to create or improve your content.
Ensure all your website content is relevant to the topic and covers what your audience needs to know. It should cater to search intent and answer the pressing questions that moved your target market to Google. Also, make your content shareable by leveraging multimedia elements such as images, videos, audio clips or infographics.
If you are covering a topic that requires a more in-depth explanation, split it into multiple blog posts. Don’t cram all the information in one article.
Off-page Optimization (Link Building)
There’s an ongoing debate about whether or not building backlinks is relevant. The answer is definitely YES! It is still a critical component of your digital marketing.
Incoming links from credible websites signal to Google that your web page is trustworthy and authoritative. Off-page SEO strategies like guest blogging and citations are a great way to get links from other relevant websites.
Getting featured in the press and creating web page content that gets shared and distributed is another great way to build your link profile. You can also contact influencers and ask them to use your content as a resource on their website.
Apart from these traditional methods of link building, you can also experiment with newer methods like influencer marketing and content syndication.
SEO is a long-term commitment, so getting the basics right is essential for your website’s success. It’s also important to regularly update your SEO strategy, as Google’s algorithm is ever-evolving. Conduct routine SEO analysis and monitor your website traffic coming from organic sources. This will help you strategize and make the necessary changes to get better rankings.
What is the Role of SEO in Digital Marketing?
Organic is one of the main sources of traffic for most websites on the internet, which is why SEO is so important in digital marketing. It’s estimated that organic accounts for 51% of all website traffic.
While social media networks like Facebook, Twitter, Instagram, and LinkedIn are great platforms to establish your brand recognition, Google and other search engines are the go-to platforms for decided customers.
And when I say decided, it means that the customer has already recognized the problem they have on hand (awareness stage); read a handful of information (research phase); they understand what is needed to solve the problem, and is committed to acquiring the solution (consideration stage), and now they are ready to make the purchase or hire your service (decision).
Customers go directly to search engines for two things: they want to know what exactly is out there that provides said solutions to their pain points, or they already know who you are, and they want more information about your products and services. Either way, they are on Google because they want to take some form of action related to what they searched, which is most likely to affect your bottom line.
This is where SEO services come in. SEO’s role is to ensure that people searching for your product or service can find your website easily on the search results page. More specifically, you want your website to appear as close to the top of the SERP because research has shown that people are likelier to click on the first few links.
As the Huffington Post once said, “The best place to hide a body is page 2 of Google”. This means that if your website is on the second page or worse, you’re essentially invisible to potential customers.
How Important SEO is in Digital Marketing?
SEO can significantly impact your online marketing. It should be a crucial part of your digital strategy. In today’s digital technology landscape, where consumers have numerous options to search for services online, you must ensure that your business dominates the search to attract customers. That’s where proper SEO comes in.
SEO strategies help businesses improve their search engine rankings, making it easier for their target audience to find them online. Keyword stuffing is no longer a reliable SEO tactic; search engines have gotten smarter in detecting spammy content. Therefore, it’s vital to use SEO techniques that align with search engine algorithms and provide valuable content to users.
Various factors, including search volume, keyword research, and competitor analysis determine SEO success.
Here are some reasons why SEO is crucial for your digital marketing efforts:
- SEO improves the user experience: Website visitors are more likely to stay on your website when it’s easy to navigate, loads quickly and provides relevant information.
- SEO builds credibility and trust: When your website appears at the top of the SERPs, it establishes your brand as a trustworthy source of information. This helps build credibility with potential customers and increases the likelihood of them choosing your business over others.
- SEO has a long-lasting impact: Unlike paid advertising, SEO efforts have a long-lasting impact on your business. Once you have a solid SEO foundation, it will continue to benefit your business for years to come.
- SEO helps you stay ahead of the competition: Appearing higher in search results increases your brand visibility and attracts more web traffic. This gives you a competitive edge even versus big brands and corporations.
SEO is valuable for any business looking to succeed in today’s digital landscape. Proper SEO strategies will ensure potential customers can find your business and convert it into paying customers.
If that still doesn’t convince you of the importance of SEO, consider this:
- 95% of search traffic goes to the first page of search results
- 89% of marketers say SEO successful
- 85% of retailers feel SEO and paid search are most effective for getting new customers
- 6% is the average close rate of SEO — that’s eight times higher than traditional marketing
These stats show that if you’re not ranking on the first page of results, you’re missing out on a lot of potential web traffic. And if you’re not ranking in the top five, you’re really missing out.
It’s important to keep in mind that SEO isn’t necessarily a one-time effort but instead should be an ongoing process. SEO requires continuous optimization, so it’s essential to review your strategies every few months to identify any changes or improvements that need to be made.
Examples of Winning SEO Strategy
Now that we’ve talked about the role of SEO in digital marketing let’s take a look at some examples of SEO marketing.
- It’s a Writer’s World
I’ve got to pat myself on the back here, of course. LOL! For years, I’ve built my personal brand and business by ranking for terms like “SEO specialist in the Philippines”, “content marketing specialist in the Philippines”, and other variations of those search terms.
Since the beginning of 2022, I’ve been actively writing content for my blog, and I’ve seen a significant increase in traffic and the number of keywords ranked. Upon checking my own stats, August 2022 was the best month yet for organic users. And for this year (2023), the first quarter has significantly increased in organic sessions by 93.57%, organic users increased by 88.18%, and new organic users have increased by 84.67% versus the previous year.
To recent date, I was able to rank my site for major keywords like “content marketing services” in the top 10 in Google PH. On US search, I currently rank within the top 20 for the keyword “content writers philippines”.
- Photo Editing Service
This photo editing service reached out to me for content writing services with the goal of increasing their organic traffic and driving leads. Their team’s strategy is to boost content production in the hopes of ranking higher in the SERPs.
So far, we’ve published over 20 long-form blog posts, and their organic traffic has increased by 36.13% in the last quarter compared to the previous quarter. The number of new organic users also increased by 43.11%.
- Personal Injury Lawyer
This personal injury lawyer has contacted me for local SEO services, intending to improve their organic search visibility. They have recently redesigned their website, and we are in the process of optimizing their site.
In addition to on-site optimization, we are also working on content audit and optimization, which aims to improve their current site’s content, ensuring it’s competitive and optimized for target keywords.
We’ve managed to increase the site’s organic impressions, and the number of keywords ranked by 39.21% compared to the previous quarter. We’ve also observed growth in total organic clicks by 58.85%. This can be attributed to our optimization efforts to add keywords in the meta and header tags.
In terms of organic traffic, we’ve seen an increase of 25.66% in organic users and a 22.71% increase in new organic users in the second quarter. We’ve improved the bounce rate by 11.88% with the new optimised content.
In a Nutshell
No doubt—SEO makes digital marketing more effective. And combining that with other digital marketing strategies like social media marketing and email marketing, you can create a comprehensive marketing campaign that will drive more leads and conversions for your business.
The importance of SEO should not be underestimated. Optimizing your content and website ensures that your business stays one step ahead of the competition. And with the right SEO technique in place, you’ll eventually get to the top of the SERPs and reap the benefits of increased organic web traffic.
It’s a Writer’s World is a one-stop shop for all your digital marketing needs. Our services include content writing, SEO tasks and social media optimization. Don’t hesitate to contact us for a consultation!
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SEO in Digital Marketing FAQs
What are the 4 types of SEO?
The four types of SEO are on-page SEO, off-page SEO, technical optimization, and local SEO. On-page SEO involves optimizing the content on your website for search engines. Off-page SEO focuses on building links to your website from other websites. Technical SEO involves improving your website’s structure and ensuring it is optimized for search engines. Local SEO is important for businesses serving local customers and optimizing your website for local keywords.
What are the benefits of SEO?
The main benefit of SEO is increased visibility in search, which can boost traffic, lead generation and sales. Other SEO benefits include improved user experience, increased brand awareness, better content visibility, and higher ranking for targeted keywords. SEO can also help you save money on paid advertising campaigns.
What is the difference between SEO and SEM?
SEO stands for search engine optimization, which focuses on optimizing your website to improve its visibility in organic search. SEM stands for search engine marketing, which involves using paid ads to increase your visibility in search organically. While SEO focuses on organic traffic, SEM focuses on paid traffic.
What are the elements of SEO?
The elements of SEO include keyword research, optimizing your website for search engines, creating high-quality content, promoting your content, and analyzing your results. By following these steps, you can create a successful SEO marketing campaign that will help improve your visibility in search engine results pages.
Do I need an AI writing tool for content marketing?
No, you don’t. Content marketing can still be done without an AI writing tool. However, having one certainly helps in making the process of content creation and distribution faster and more efficient. Plus, they can also provide valuable insights on how to optimize your content for search engine ranking and better user engagement.
