What is SEO in Digital Marketing?

Have you ever questioned why certain websites rank at the top of search results when others are hidden on the second page or further? The answer lies in effective SEO strategies. Moreover, understanding What is SEO is crucial for any business aiming to thrive online. But what exactly is SEO, and how does it work? SEO is the approach to enhance a website's visibility on search engines like Google.  

This blog will talk about how optimising your site can attract more organic traffic, build credibility, and ultimately drive more conversions. So, let’s dive in and explore What is SEO and how it effects your online presence.

Table of Contents

1) What is SEO?

2) Why is SEO Important?

3) What are the Types of SEO?  

4) How Does SEO Work?  

5) How Does Google Order and Rank Search Results?

6) What Metrics Should you Measure for SEO?

7) AI and SEO - What's Coming?

8) SEO vs PPC

9) Conclusion

What is SEO? 

Search Engine Optimisation (SEO) is the approach to driving traffic to your website through organic, free and natural search results on search engines. Its primary goal is to enhance your website’s ranking on Search Engine Results Pages (SERPs). 

By optimising your site’s content and structure, you can drive more visitors and improve your online visibility. Efficient SEO strategies can lead to increased brand awareness and higher conversion rates. 

Why is SEO Important?

SEO is crucial for several reasons. Let’s talk about them in detail:

a) Increased Visibility and Traffic: Improves website visibility in SERPs, leading to more traffic.

b) Credibility and Trust: Higher rankings build brand authority and trustworthiness.

c) Better User Experience: Enhances User Experience with fast loading times and mobile friendliness.

d) Cost-effective Marketing: Focuses on organic traffic, reducing the need for paid ads.

e) Competitive Advantage: Helps outrank competitors and capture more market share.

f) Local SEO Benefits: Drives foot traffic for businesses with a physical presence.

g) Long-term Results: Provides lasting results with regular updates and maintenance.

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What are the Types of SEO? 

Let’s explore the three types of Search Engine Optimisation (SEO):

a) Technical SEO 

Technical SEO in Digital Marketing 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 SERPs. The best Off-page SEO examples include Comments, Influencer Marketing, Guest Blogs, Social Networking, Forums, and more. 

How Does SEO Work? 

Search engine algorithms are computer programs designed to find clues and deliver the exact results searchers are looking for. These algorithms help search engines locate web pages and determine their ranking for specific keywords. It’s also important to consider social media algorithms when searching, which include the following:

1) Crawling

The first step involves search engines sending out web crawlers (also known as spiders, robots, or Googlebots) to discover new pages and gather information about them. These crawlers periodically revisit pages to check for updates. They follow links from known pages to find new content. For example, if your blog is linked from your homepage, the crawler will follow that link to your new blog post.

2) Indexing

In this step, the search engine decides whether to use the content it has crawled. If deemed valuable, the content is added to the search engine’s index, a database where it can be retrieved later. Pages offering unique and valuable content are typically indexed. Pages might not be indexed if the content is duplicate, has low value, is spammy, couldn’t be crawled, or lacks inbound links. You can check your indexed pages by using the ‘Index Coverage report’ in Google Search Console.

3) Ranking

The most crucial step is ranking. After crawling and indexing, search engines rank your site. They use over 200 ranking signals categorised under technical optimisation, on-page optimisation, and off-page optimisation. Some key signals include:

a) Keyword in title tag: Presence of the keyword or its synonym in the title tag.

b) Loading speed: Fast-loading, mobile-friendly pages.

c) Website reputation: The credibility of the web page and website.

d) Backlinks: Quantity and quality of backlinks to the page.

e) Content quality and relevance: Value and relevance of the content to the target audience.

f) Mobile friendliness: Optimisation of pages, content, and images for mobile devices.

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How Does Google Order and Rank Search Results?

Google uses a variety of algorithms, including Hummingbird, Panda, and RankBrain, to determine the order and ranking of search engine results.

RankBrain, a machine-learning-based algorithm, builds on Hummingbird and functions as follows:

a) When RankBrain encounters an unfamiliar phrase or word, it utilises Artificial Intelligence (AI) to know it by connecting it to related search queries through word vectors. This helps it grasp the search intent.

b) It enables Google to interpret queries by converting keywords into known topics and concepts, allowing for more accurate search results, even for unusual queries.

c) Instead of focusing solely on keyword optimisation, RankBrain prioritises websites that provide user satisfaction. It measures this satisfaction and returns results that align with user expectations.

When aiming for higher rankings, it’s important to consider Google’s EEAT framework (Experience, Expertise, Authoritativeness, and Trustworthiness). While it may not be a direct ranking factor, it plays a crucial role in Google’s Search Quality Evaluator Guidelines.

What Metrics Should you Measure for SEO?

Setting objectives might seem time-consuming but measuring them is crucial for long-term SEO progress. But these metrics can help you track and gauge performance

a) Keywords Volume

b) Organic Traffic

c) SERP Results

d) Time Spent on Page

e) Engagement Rate

f) Click-through Rate

g) Brand Awareness

h) Leads and Revenue

i) Domain Authority

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AI and SEO- What's Coming?

Artificial Intelligence (AI) is already enhancing many aspects of SEO, from keyword research and content generation to providing AI-driven insights and understanding user intent. Some key AI and SEO developments to monitor are as follows:

a) Google’s Search Generative Experience (SGE): This advanced feature uses AI to generate detailed results, offering users comprehensive answers, image carousels, and suggested questions. It’s essential to watch how SGE evolves in the search landscape.

b) Predictive Analytics: AI tools like RankSense, Ahrefs, and CognitiveSEO analyse historical data and current trends to predict changes in search algorithms, helping you adapt your strategy proactively.

c) AI in Local SEO: Tools such as Moz Local and BrightSpark help optimise content based on regional preferences, enhancing local search performance.

d) Answer Engine Optimisation: With AI transforming how users search for information, optimising for answer engines like ChatGPT and Google SGE can improve visibility.

e) Video SEO: Given the popularity of video content, optimising videos for SEO on platforms like YouTube is crucial.

f) Core Web Vitals (CWV): These metrics measure loading speed, interactivity, and visual stability. Optimising CWV improves page speed and SEO rankings.

SEO vs PPC 

When it’s about driving traffic to your website, two primary strategies are often compared: Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) advertising. Both have their crucial advantages and can be effective depending on your goals and resources.  Let’s explore their differences in detail:
 

Conclusion

Understanding What is SEO and how it works is essential for any Digital Marketing strategy. By mastering SEO, you can enhance your website’s visibility, draw in more organic traffic, and maintain a competitive edge. So, start optimising today and watch your digital footprint grow!

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