The Importance of SEO in Digital Marketing
The greatest importance of SEO is the traffic it brings. There’s a joke among SEO experts that says that the second page of Google is the best place to hide a body because approximately 75% of people never scroll past the first page of the search engines.
If you have a website, a blog, or an online business but doesn’t know the importance of SEO then this post is the right choice for you to learn that why you need SEO for your business. The acronym stands for Search Engine Optimization, and it is one of the best ways to market your business in the digital world. Simply put, SEO helps your website place higher on the Search Engine Results Pages (SERP) list.
Whenever someone uses a search engine like Google to search for something, if your website has content relevant to what the user has searched for, it will be displayed on the list of search results. This guarantees that the users don’t end up on a car service website when they’re googling for a cooking recipe, for example.
However, if you google cooking recipes right now, you’ll get around 1.2 billion results.
How Does Google Determine Which Site Should Be on the First Few Pages?
Well, that’s where SEO comes in handy. By utilizing Google’s algorithm, we are now able to optimize websites and help them rank higher on the SERP. However, before we get into details on how to use SEO to your advantage, let’s quickly go over how Google’s algorithm works.
Google Algorithm Continuously Changes
Did you know that we google stuff more than six billion times a day?
While it is one of the most straightforward tools to use, there are actually a ton of different things that happen behind the scenes. Over the last few years, Google’s algorithm kept changing and improving, becoming smarter with every new update in order to deliver its users the precise information they’re looking for.
To better understand how Google works, you should know that whenever you google something, you’re actually browsing through Google’s Search Index. You can think of it as a database for all the web pages that Google has previously analyzed.
Next, Google’s algorithm asks the web page more than 200 different questions and assigns it a Page Rank based on a formula invented by Larry Page, co-founder of Google. Each of those questions has a predetermined value and, by combining those answers into a final score, Google ranks and displays the pages that we search for.
Some of the most important things that Google looks for when determining the Page Index of a web page is the number of keywords available on the site, which are words that you have entered into the search bar like popular travel destinations, for example.
It also looks for synonyms of those words and collects information whether those words are titles or links to other websites, as well as where those links lead to.
The other importance of SEO aspects includes how long the website has been around, how credible the information on the website is, the overall quality of the website, and what the user experience is like, based on the ad placement and page’s loading speed, for example.
Google even takes context into consideration and tries to be intuitive about what you may want to search for. Then, it presents you with results that are based on numerous relevant factors. By combining those factors, Google is able to produce a custom-tailored experience based on your search in a split of a second.
Introduction to SEO
Naturally, a good portion of Google’s algorithm is kept a secret. After all, there are many other search engines out there, and it’s only normal for Google to be protecting its intellectual property.
However, among search engines, Google is by far the most popular one, which is why virtually every website is optimized towards its algorithm. While we don’t know everything about the algorithm itself, we know enough to start optimizing a web page.
The entire notion of SEO could be split into three different stages, such as technical SEO, on-page SEO, and off-page SEO. Each stage is different from the previous one, but they are all interconnected and serve the same purpose, which is to help bring organic traffic to your website.
While technical SEO has absolutely nothing to do with the content on your page, it has everything to do with the settings and configurations of your website and is just as important as the other two stages.
As we’ve mentioned previously, Google analyzes websites before it adds them to its Search Index. In the world of SEO, this process is known as crawling. The first steps of technical SEO start with optimizing your website so that it makes the crawling process faster and easier.
One of the first steps of technical SEO is to select a domain — whether you wish your website to be accessible via the www or without it. While we can easily distinguish between the two, crawling engines can potentially get confused and think that there are two different websites under two different domains. This can cause many problems for the website, all of which result in losing a page rank.
Next, you should optimize the format of your URLs. For example, you should make sure that you use lowercase letters and dashes to separate the words in the URL. The URLs should be descriptive and as short as possible.
In addition, there are numerous other technical SEO tips that you can use, such as optimizing the robots.txt, adding SSL protection to your website to ensure that personal data is encrypted, as well as increasing the loading speed and making sure that your website is mobile-friendly.
Many website owners forget that technical SEO is as essential as other types of SEO. If your site doesn’t work properly, then all your other efforts would be in vain.
The on-site SEO is the most engaging one, at least for copywriters. We mentioned briefly that Google’s algorithm tries to understand the context and the meaning behind your content. First things first, we have to make sure that the content is easily readable by the engine crawlers, as well as humans.
To help the engine crawlers better understand what the website is all about and position it higher on the SERP list, we need to optimize all content that’s on the website. It may appear in several different forms, such as text, pictures, audio, video, infographics, or a combination of any of these.
The process begins with researching keywords that you’re planning to rank for. Naturally, they will depend on your business. The first thing that you need to do is decide whether you want to rank globally on Google, or you’re simply interested in gaining traffic from people in your area.
Let’s say that you’re a photographer from New York, running a website. You can use various tools, like SERP Checker, for example, to research different keywords or а combination of keywords that you’re going to use.
Once you find out what people in your area are looking for (for example, “wedding photographers in New York”) you will include that keyword in titles or H1 and H2 headings on your landing, product, and static pages, as well as blog posts. In addition, you can also research and include LSI keywords. Think of them as adjectives that help describe the keywords to the engine crawlers.
If you’re dealing with content that’s not a text, such as images, for example, make sure that they have a name that’s easy to read — ‘on-site-seo.jpg’ instead of ‘2fdjh29.jpg,’ for instance. Also, if there is no text, add some! Use it to further explain the content or insert a link that leads to a new page that explains it in detail.
That said, let’s turn to the next stage of SEO.
The last stage of SEO is also known as link building. It involves promoting your website through a wide array of backlinks. However, this doesn’t mean that you can simply make all of your webpage content hyperlinked and clickable, or you might be looking at a penalty from Google that will negatively affect your ranking.
Instead, the links should be meaningful and informative so that they can satisfy the intent of the user. Furthermore, another thing to keep an eye on is that the links should lead back to trusted websites, to help your website’s rank improve.
The Importance of SEO in Digital Marketing
- SEO is pocket friendly rather than PC and other marketing techniques. It is a fixed paid service provided by an agency accordingly.
- SEO helps to attract organic visitors and conversion rate due to higher ranking.
- An effective SEO strategy would definitely work and improve the search engine ranking of your websites.
- Instead of email marketing and SMO technique, SEO is even necessary for website ranking and driving more user traffic on your website.
- Indispensible use of mobile in daily life makes it an important factor in digital marketing. Even Google used to consider mobile website searches as the primary content for search engine ranking.
- Wise implementation of SEO for a website takes it above all of its competitors in search engines.
How important is SEO for Digital Marketing?
The ranking factor is the key to success in SEO. However, it is not so easy to gather vast user traffic on a website but using advanced search engine optimization techniques it is possible to do so. SEO is an art to increase the visibility of websites in search engines. Constant work on SEO will definitely bring success in digital marketing. Here are some factors which ensure the importance of SEO in digital marketing:
- Generally, a user refers to those websites which have a higher ranking in search engine.
- It greatly helps in the promotion of a website or brand. Users find a website in higher ranking sometimes involves sharing it on social media platforms, like FaceBook, Twitter, etc.
- It will help in increasing customers to your website and keep you up in competition. One of two websites of the same field has more visitors and customers which has a higher ranking in search engines.
Now you know the importance of SEO which is not very difficult but tricky. In order to help your website rank higher, you can either hire an SEO expert to do the work for you or, if you are curious in nature and wish to expand your skill set, you can learn to do most of the things yourself.
While we covered only the very basics of it, there are many more SEO tips and tricks out there that you can make good use of, so make sure you research the topic thoroughly before you begin investing your time and money into it.
Hopefully, our brief introduction about the importance of SEO showed you the ropes and helped you gain a good understanding of what SEO is and why it is vital for your online business.