09 Oct What Is The Role Of SEO In Digital Marketing
In the age of digital marketing, having a non-optimized website is the equivalent of owning a shop with no name, window items, directions, or any indication to what a customer could find there. Moreover, expecting people to hop in randomly and ask for a service or a product the shop may not even provide!
SEO; Search Engine Optimization, is an organic method to increase your reach to potential customers. To understand how it works, we first ought to highlight how search engines operate.
SEO and Search Engines:
Since Google holds the largest market shares with an estimated search volume of 3.5 billion searches per day, it is a no-brainer to focus on your website’s exposure in Google’s search results.
Your objective is to rank high on the Search Engine Results Page, SERP. Why?
Simply put … How often do you click on “page 2” on Google while searching for something?
Now, how often do you click on “Page 3”? Seriously, you can hide a body there and no one would find it … EVER!
Rarely do users venture after the first page; you need to make sure to rank high on it.
The question remains, how?
How Google works:
Google uses a software called “Web Crawlers“, making it a fully automated search engine.
The internet is just a web linking websites, and “Spiders” navigating them; a process called “Crawling & Indexing“.
Spiders regularly go through the web looking for new or updated website pages, and store their addresses – URLs. They later crawl back to each page, analyze its content to better understand what it is about, and finally store it in an immense database called “Index” in a categorized manner.
What is SEO to Google?
Imagine Google index as a huge super-organized library, with websites as its books. You walk into the library and request a certain information – “Keywords”. Now, the librarian – who has OCD; Google Algorithm – starts pulling out every single page in the books that they find related to the keywords you used, ordering them according to relevancy from most to least, then presenting them before you to read through page by page.
Search Engine Optimization refers to the tactics you use to convince the librarian that your website page is the most relevant to what the customer asked for; the better your SEO strategies, the higher you rank on SERPs.
SEO and Digital Marketing:
Let us connect the dots to see the bigger picture here. Since the main objective of digital marketing, whether you are offering a service or a product, is exposure to more clientele and increase in Return On Investment – ROI, SEO – whether on-page, off-page, or technical, is your friend in the process.
On-Page SEO refers to keywords research and clever-use in the page’s content, while Off-Page focuses on building backlinks and creating a relationship with other websites. As for technical SEO, it dives into the buildup of your website, improving speed, site architecture, mobile-friendliness, structured data, security, and in turn, crawlability and indexing.
Benefits of SEO in Digital Marketing:
Google ranks sites higher the more effective and user-satisfactory they are. SEO can benefit you greatly to achieve that; here are some examples how:
SEO puts you on the map:
Efforts on SEO are never to waste; it allows you to be recognized by establishing Brand Awareness, driving in more customers and encouraging them to purchase your product / service.
SEO is the user’s friend:
Avoiding “spammy” websites that count on quantity rather than quality, which creates a bad user experience, Google is devoted to giving high-quality user-friendly content the highest SERP ranks.
In other words, the more you apply SEO, the closer you are to the user. And Google appreciates that greatly.
SEO turns the sales table:
Being on a constant customer-hunt to increase sales through outbound leads can be tiring, SEO reverses the situation through inbound leads. People are already looking for the product / service you offer, they are the ones finding you; you just need to be there.
SEO makes you reachable everywhere:
We are always on the run; efficiency is key. Since more users count on their mobile phones to search for their needs, you will lose potential customers if your website is not mobile-friendly.
Good SEO does not leave a blind spot in your business; it allows users to access your website from different devices anytime anywhere.
SEO is your Nitro:
Your page response time is crucial to create a good user experience; users often leave a page if not loaded within 3 seconds!
Implementing good SEO strategies boosts your website speed considerably, and in turn improving your rank on Google.
SEO is Integrated Digital Marketing:
SEO is not bound to your website’s exposure and Search Engine Marketing; it embraces all aspects of digital marketing and walks hand in hand with Social Media Marketing, Behavioral Marketing, Contextual Marketing, Blogging, and many others.
The constant changes in Google algorithms make SEO indispensable to the success of Digital Marketing.
One thing you should ALWAYS keep in mind, SEO is a never-ending process, your strategies and tactics should be adaptable, flexible, and up-to-date.
Noticeably, from the mid90s – when SEO came to light, to this moment, Google has been making changes to exclude websites perceived as “Spam“, avoiding what happened in 2004 when websites resorted to over-flooding their content with keywords, link buying, and anchor text associated link bombing.
Hence, you should dedicate time and team efforts into SEO, or seek SEO Services from digital marketing agencies, as it can be an overwhelming task.
Here at Uranus Agency, we provide pioneer data-driven SEO services, taking your online presence to the next level.
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