What Is SEO in Digital Marketing & How Does It Work? Explained

In the last few years, we have seen a drastic shift in how products and services are being promoted or marketed. The growth in technology and advancement of internet speed comes as a boon to businesses to do marketing. 

Some products or services are available only for a particular location, and few businesses offer them worldwide. SEO (Search Engine Optimisation) gives you a chance to spread your business popularity to a massive audience. The average salary of an SEO professional in the United Kingdom is £27,000 per year, according to the PayScale salary report analysis. 

In this blog, let us look at how SEO in Digital marketing is employed to bring out effective measures and solutions of SEO marketing in initiating active and solid traffic to your site. 

Table of Contents

1) What is SEO? 

2) What is Digital Marketing? 

3) What are the Types of SEO?

4) Understanding SEO in Marketing 

5) What are the Pillars of SEO? 

6) How does SEO Work? 

7) Conclusion

What is SEO? 

SEO refers to Search Engine Optimisation. It is a process to increase the number of users and improve the quality of the website traffic on the webpage or website. The target of SEO is unpaid traffic rather than paid or direct traffic. 

With several websites in the market and an increase in competition rate each day, a solid SEO strategy can help businesses to publicise and users to find suitable products of their interests by using specific keywords. 

Let us understand what SEO is not. 

SEO is not limited to only Google, as users can use other search engines such as Yahoo or Bing for their searches. SEO is completely 100% free or say organic. Do not get confused with paid advertising and SEO. Both are two different things. 

SEO is not hard. In simpler terms, you must understand the needs of your target audience and strategically incorporate those needs into your website’s content to accumulate traffic. 

What is Digital Marketing? 

Digital marketing is the part of marketing strategy which uses digital platforms and digital media to promote products and services to its target audience. The evolution of technologies and extreme usage of computers, laptops, and mobile phones, along with the development of Digital Marketing changed the entire perspective of businesses and brands to market the products. 

Digital marketing presents brand awareness and product/service outreach through the latest technological medium to deliver relevant search results to the users of specific search engines. 

Professionals interested in setting up a career in marketing can join Digital Marketing courses to take your organisation to the next level. 

What are the Types of SEO? 

There are three types of SEO (Search Engine Optimisation)  

a) Technical SEO 

Technical SEO refers to server and website optimisation to make effective use of them to help search engines constructively index your site or link. The first step in establishing technical SEO planning is to effectively set every page function on the website as it is supposed to function. Example: Setting up an XML sitemap for your website. 

b) On-page SEO 

On-page SEO is the practice to improve a website's search engine rankings to earn organic traffic by optimising the content on the web pages. On-page SEO is not just about optimising content by adding keywords on webpages; it also includes images, updating URLs, optimising headlines, and HTML tags such as meta, title, and header. And, finally to make sure that there is no keyword stuffing. 

c) Off-page SEO 

All the actions taken outside the website impact your rankings within the search engine results pages. The best Off-page SEO examples include Comments, Influencer Marketing, Guest Blogs, Social Networking, Forums, and more. 
 

Understanding SEO in Marketing 

Let us begin by discussing the obvious question: What precisely is SEO? Search engine optimisation, or SEO, is the technique of obtaining visitors via free, editorial, organic, or natural search results in search engines. It seeks to raise the position of your website in search engine results. The higher the website rating (listed at the top), the higher the traffic to your website, as it is visible to a greater number of people.  

A good SEO strategy involves many other activities, such as: 

1) Increasing potential traffic by identifying relevant keywords 

2) Creating and optimising content for search engines based on the expectations or needs of users 

3) Interlink relevant links from quality sites 

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What are the Pillars of SEO? 

The pillars of SEO are Relevance, Technology, Authority, and Experience 

Relevance 

Let me sketch you a fictitious situation. When you need to search "Ten ways to work from home and earn lakhs," you are under a severe time constraint and running about like a crazy person while being yelled at by your boss. When you enter the letter "w" in the search bar, the first result is " Weather report for today." Everyone has a limit, and that limit should be yours. You may now save your precious time and sanity by using relevant keywords when searching. To ensure proper search by engines, this part of SEO looks at the numerous searches you had previously conducted. 

This process also includes having headlines, text, tags, content, title tags and other elements optimised to properly focus each page of the website.  

Technology 

There are a few things that must be accomplished to create a web engine that responds in a nanosecond. For instance, a clean HTML code, and the correct HTTP status codes for the same kind of web pages (to reduce Not Found pages or pages with 404 errors). Appropriate eXtensible Markup Language sitemaps and a properly structured URL are all requirements for creating advanced website technologies that ensure the processing of all your content to the index immediately. 

Authority  

Despite all this, you might not always get the best outcomes even with exceptional content. Good material is equally important as coming from a reliable source, and this SEO strategy's authority element is responsible for this optimisation. The search engine will offer you more ideal and relevant results if you have enough links from numerous other reliable websites that point to the website you are browsing.  

Experience 

Search Engine first emphasises ranking pages by the authority before discovering methods to determine their relevancy. Although their importance, authoritativeness and relevance were not the only factors consumers considered when conducting searches. 

SEO (Search Engine Optimisation) is referred to as Search Experience Optimisation.  

Let us see what a good user experience means.  

1) Users also enjoy their time on the websites and pages that Google or any other search engine directs them. 

2) The crawler arrives at the page they would anticipate, given their inquiry.  

3) The landing page content is highly relevant to the user's inquiry. 

4) Although there are connections to more relevant sources and related topics, the information is adequate to address the user's question's main points. 

5) The page loads rapidly, and page elements swiftly find their proper positions. 

In conclusion, a search engine aims to prioritise pages that answer the search query and make it simple for users to recognise and comprehend the content they are looking for. 

If you are interested in Online marketing job roles can join the Search Engine Marketing (SEM) Training. 

How does SEO work? 

Search engines are in use when someone has a question and wants to look for the online answer. Search engine algorithms are computer programmes that screen through data to provide users with the precise results they want. Search engines use algorithms to identify websites and choose which ones to rank for a particular term or keyword.  

Crawling, which is the discovery stage, indexing, which is the filing stage and ranking, which is the retrieval stage, are the three phases that indicate how search engines operate. 

1) Crawling 

Web crawlers are sent out by search engines to discover new pages and collect data about them. These web crawlers are sometimes known as robots or spiders. People frequently look to see if the content on pages they have already noticed has been updated or changed. Based on the links already located in the search engines, they crawl the home pages of your website to follow the link to may be to your blog posts. 

2) Indexing 

A search engine determines whether to use the content or not that is crawled during the indexing process. A search engine will include a crawled web page in its index if it determines that it is worthy. At the end stage of the ranking process, this index is employed. A web page or other piece of material that has been indexed is filed and saved in a database so that it can be retrieved later. Most websites that offer distinctive and valuable information are indexed. 

A web page might not be indexed if - the content is plagiarised or a duplicate, spam content, and lack of inbound links. 

3) Ranking 

Only once crawling and indexing are finished can ranking take place. Your website can be ranked once a search engine has crawled and indexed it. 

Search engines use more than 200 ranking signals to rank and sort the content. The Search engines make sure to see that the published content fits under the three pillars of SEO: technical optimisation, on-page optimisation, and off-page optimisation. 

To rank the web pages the search engine uses the signals such as website reputation, Keywords in the title tag, and the loading speed of the web page. 

Conclusion

By reading this blog, hopefully, you have understood the importance of SEO in digital marketing, its functions, and how beneficial it is for businesses to get their websites SEO-optimised. It is crucial to ensure your content is relevant and appropriate to your users' requirements to enrich your website with maximum traffic.  

As the rules of SEO keep getting changed or updated - it is significant to keep a track of the changes and consistently update your skills. Implementing them in your business is bound to make your business flourish and garner massive users. 

All the professionals including managers, executives, CEOs, and other marketing staff willing to gain knowledge of SEO can join SEO Masterclass now.