We all know, it is the era of emerging digital marketing and search engine optimization has become the backbone of any online strategies being prepared for successful results of any brand or business. Search engine optimization is used to provide users with the most relevant and better experience when they are visiting a website. If you are about to start a website or run a business or want to learn about SEO and its role in digital marketing, here are all the details you need to know.

CONTENT

What is SEO in Digital Marketing?
Basic Components of SEO
How does SEO work?
Different Benefits of SEO in Digital Marketing
Conclusion
FAQs

What is SEO in Digital Marketing?

SEO stands for search engine optimization, which is used to optimize a website for better ranking in the search engine results page (SERPs). SEO is the main fundamental pillar that determines the success of online enterprises. SEO is never static and keeps evolving with the changes adopted in search engine algorithms and upgrading technology. SEO focuses on creating high-quality content with relevant keywords with proper site structure and URLs, which help increase the website’s ranking and visibility. SEO is an organic way of gaining website traffic and requires time and patience.

Basic Components of SEO

SEO comprises three main components and every one of them plays an important role in increasing the website’s visibility and ranking on the SERPs. Every component has its importance and requires equal attention and effort.

1.   On-page SEO

On-page SEO is those components that focus on optimizing or managing the website page directly to help improve the rankings in the search engine. There are various elements in the website page which are to be managed for better results like:

  Keywords: For optimization on any website, keywords are the main components and they need to be incorporated well in proper structures like titles, headings, and descriptions to optimize them.
 URL Structure:  For every on-page optimization, it is very important to create clean and user-understandable URLs with proper keywords for a better experience for the user.
 Meta Tags: Strategically incorporating the meta tags and description to increase clicks improve the page content, and rank higher in the search engines.
Title Tags: Title tags are those tags that are written below the head tag to add labels for the users and search engines.
Heading structure: There are different headers on the website which are categorized into different headings and subheadings in a properly structured way so that it is easily understood by the user and the search engines.

2.   Off-Page SEO

While On-page SEO controls and manages the website page directly, off-page SEO manages the website without changing any external factors and they are related to the building of links and other various elements like:

    Link building: Having backlinks from a reputable website with better quality to avoid spam and improve the authority of the sites.

Guest blogging: Guest blogging is an excellent form of creating backlinks for the website as it drives traffic to the website by creating a channel.
Form submission: It is an indirect way of driving traffic to our website by filling out forms on different websites that link back to our website.

Social media engagement: engaging on social media and posting the links of the website on those platforms to create backlinks and drive traffic

3. Technical SEO

Technical SEO deals with the different aspects of website optimization that help in improving the website visibility and its ranking in the search engines and the better understanding for the crawlers. It also includes several elements like:

Site structure: Creating and organizing the website in an accurate and structured order to help in better navigation and indexing for the search engines.
Website speed:  checking and maintaining the time of loading of the website to rank better in the search engines and to provide a better experience to the user 
Mobile friendliness: to ensure the website can be accessed even with Mobile phones so that the user can seamlessly use the website through any device.
Sitemap optimization: It is a method of organizing or creating a map for the crawlers or the bots of the search engines to have a better understanding of the site so that it can be shown to relevant users and in relevant searches.

How does SEO work?

Search engine optimization works by managing various elements of the website, internally and externally to help in improving the search rankings and visibility of the website. There is tons of data on the internet, but the question arises how few web pages manage to be on the top of the search while others cannot, what are the different tricks or algorithms that they are following to rank higher on the search engines? So, here, are the details of how SEO works:

        Keyword research
        On-page optimization
        Off-optimisation

There are three steps for any search:

Crawling: When the bots or crawlers of the search engines have an outlook of the website by crawling from URL to URL to get proper navigation of the site, the website is then shortlisted based on its category.
Indexing: the bot or the crawlers after collecting the data from the website, the website sorted into categories like titles, descriptions, URLs, images, videos, etc, which become or act as an index point through which they appear in the search engines.
Rankings: after all the indexing and crawling, if the keywords and content are relevant for the user, the search engines display the websites to the users for them to visit. For a better understanding and ranking of your website, grab a free website audit by us.

Search engines showcase websites in two categories, one is paid and the other is organic.

The websites that pay Google or search engines are displayed on the top with the text “Sponsored” and the rest that are organic are shown below.

Difference between organic vs paid marketing

Organic marketing is technically the marketing or promotion of the website without investing any money, it is done by using relevant keywords, adding internal links, and creating high-quality content, using good backlinks.

While paid marketing is a promotion of your brand or website by paying an amount to Google and other search engines to get visibility and rank higher in the search engines, it is a fast and short-term method of advertisement, it can be done through Google ads, Facebook ads, etc. 

Different Benefits of SEO in Digital Marketing

SEO is the key strategy for any successful digital marketing campaign and here are the several benefits of SEO in digital marketing:

Gain Website traffic: By optimizing the website with relevant keywords, the website can gain visibility on SERPs, leading to organic traffic and engagement in the website.  
Brand visibility: if the website starts to appear frequently in the relevant searches, people are more likely to trust and click on the website and SEO helps the website to rank higher in the search engines in different ways.
Long-term sustainability: SEO helps in long-term goals by providing constant website traffic and helps in reaching more users by appearing more in the search engines, unlike short-term marketing advertisements which provide results only for a short period. With the help of SEO, there are more generation of leads and conversions for a very long period.
Cost-effective: SEO is an organic way of gaining website traffic and a good mode of advertising which are very good and beneficial for long-term goals because once the website starts ranking well in the search engines with the help of SEO, more organic traffic is attained without having to pay.
Better user experience: SEO focuses on creating user-friendly websites with better site structure, high-quality content, fast-loading sites, and proper navigation so that the user experience is improvised.
Outstanding in a competitive market: with the competitive digital markets, SEO helps in outstanding and ranking higher than the competitors in the search results, which helps in more traffic and building brand visibility.
Conclusion

With the fast-paced evolving and changing technology of digital marketing, SEO has remained the basic and the most important strategy for gaining organic traffic, higher search visibility, and obtaining brand objectives. By understanding the different principles and working of SEO with the proper knowledge about on-page, off-page, and technical SEO, we can eventually work and position our business in this increasingly competitive environment.

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FAQs

1. Which is better, paid or organic marketing?

Ans: both types of marketing are good and hold a sort of importance according to the need and time availability of the user because paid marketing is a quicker method of driving traffic while organic marketing is a normal way of marketing that requires various techniques and time because the results take longer and the reach is not instant.

2. Can SEO help me earn money?

Ans: SEO is a technique or method that is being used to drive traffic and rank higher in search engines. So, yes SEO can help you earn money through your website if you can drive traffic and convert your visitors into your clients.

3. What are the different aspects of digital marketing?

Ans: Digital marketing has various aspects like SEO, influencer marketing, email marketing, etc, and all of them hold great importance for attaining a good rank in the searches and creating a brand value in the market.