You may know that SEO is essential to boost your website’s traffic and its overall reach. Search results are how users can find your website in this cluttered marketplace. But have you ever wondered how SEO works in digital marketing?
Nowadays, more than 68% of online experiences begin with a search engine. SEO stands for Search Engine Optimization. In simple terms, SEO refers to optimizing your website to increase its visibility in search results.
SEO is a collection of techniques that focuses on your website’s presence in the search results. It comprises various techniques to help you improve your rankings. Your customers search online before buying from you.
Modern-day customers turn to search engines for product awareness and information. Therefore, as a digital marketer or an entrepreneur, SEO becomes the key to a website’s discoverability. Another key highlight of SEO is that it fetches your website with organic traffic.
Organic traffic is essential as its highly targeted. Users visiting your website from SERPs (Search Engine Results Pages) have a specific intent. And if your website offers them a solution, they’re more likely to convert to customers.
More than 50% of consumers in the US research products before buying on search engines. SEO also involves the proper integration of applicable keywords and internal linking, besides organic traffic.
Optimizing your web pages with the best SEO practices can help you rank higher and convert more searchers to customers. For company owners, search engines can direct relevant traffic to their websites. Here are some aspects to learn about the importance of SEO in digital marketing.
Overview of SEO and its Working Mechanism
Search Engine Optimization (SEO) refers to a collection of strategies that make your website rank higher in search engines. In this digitized age, search is the primary way people can discover your brand. Therefore, ranking your website higher in the search engines can lead to increased traffic to a website.
In search engines like Google, the results page often features paid ads at the top of the page. The paid ads are followed by the regular results or organic search results. The traffic that you get from SEO is often referred to as organic traffic.
Nowadays, more than 61% of marketers are more dependent on SEO than any other lead generation strategy. To know the role of SEO in digital marketing, you should know about its working mechanism.
SEO works by streamlining a website’s content, conducting keyword analysis, and earning links. Note that SEO efforts can take longer durations to materialize. Search engines like Google leverage algorithms to determine what pages to show for a given query by the user.
Do you know that Google uses more than 200 ranking factors to rank websites? To rank your website on top of the SERPs, you need to leverage the best SEO strategies. Here are the core metrics that search engines analyze to determine the quality of a website.
Links you get from other websites play a crucial role in determining the ranking of a specific website. Search engines see links as a vote of quality. In other words, quality outbound links can fetch you a good amount of organic traffic. But to get good-quality links, your website should have high-quality content. If you are acquiring links from other websites, search engines will boost your website’s rankings in SERPs.
The Structure of the Webpage
The structure of the webpage is another core component of SEO. Webpages are written and designed in HTML. The way the HTML code scan impacts the page’s structure determines your website’s rankings. The HTML code also influences the search engine’s ability to analyze a page. The HTML code also ensures that the website is easily crawlable.
Besides meeting the search query of your users, you should look to include informative content. Search engines deeply assess the content of your page while ranking it. You need to develop high-quality and informative content to increase the ranking of your web pages. Informative content will enlighten your website visitors and improve its user experience.
How Does Google Know How to Rank a Webpage?
Almost 93% of website traffic comes from Google Search, Google Maps, and Google Images. To rank your website in Google, you need to know how it works. Nowadays, most search engines aim to offer users the most answers or information.
Therefore, you should develop informative content so that your potential customers find the website handy. As a user, every time you use them, the algorithms select pages that are relevant to your query. To deliver the correct information to your users, search engines assess two primary factors as follows.
Relevancy between the content of your website and the user’s query. Search engines like Google analyze it through factors like keywords and the page title. You can boost the user experience of your website by optimizing its relevance.
The authority of your website is measured by its popularity in the digital world. Google assumes that the more popular a page is, the more valuable its content is to users.
To analyze all this information, search engines often deploy search algorithms. The leads obtained from SEO have a closing rate of 14.6%.
What are the Essential Pillars of SEO, and How do they Define Your Success in Digital Marketing?
As a digital marketer, you should know how to get your organization discovered by searchers is a great skill. Moreover, comprehending the evolution of SEO trends from time to time will let you optimize your website. Note that the best SEO strategies undergo frequent changes. But the basics of SEO remain the same. To ensure that your website reaches the top of the SERPs, you need to consider the following pillars of SEO.
1. On-Page SEO- Makes your Webpage Easily Understandable
Your website’s bounce rates can increase by 9% if it takes more than two seconds to load. While technical SEO focuses on the design and backend of your website, on-page SEO deals with the content of individual pages.
By implementing the best on-page SEO strategies, you can increase understandability among bots. Modern search engine algorithms leverage natural language processing. Here are the main factors to consider for on-page SEO.
- Page Title
Every webpage on your website should be up to 70 characters. Moreover, the heading should be optimized with the main keywords. Always try to create a more compelling title to gain higher rankings in the search engine result pages.
- Meta Descriptions
To increase the visibility of your web pages, it is essential to include meta descriptions at their top. The maximum character limit of meta descriptions is 155. And if you don’t provide a description, the search engine generates one automatically. It is essential to include meta descriptions with a unique call to action.
- URL Slugs
Modern-day companies rely heavily on organic search to get qualified traffic. It is best to avoid generic slugs that come with only numbers and symbols. Ensure that you include descriptive URLs that feature the main keywords.
- Internal Links
Internal links are an integral part of your SEO strategy. They fortify your website’s structure. Moreover, the internal links help the bots comprehend the hierarchy and connection between the web pages. With internal links, they distribute the equity of the links.
2. Technical SEO- Makes your Website Visible
If you want to make your website visible among your target audiences, it is essential to leverage the best technical SEO strategies. With the best technical SEO practices, search engine bots can quickly discover, crawl, and index your pages. In other words, you can reach users that are most likely to click on them.
Technical SEO is one of the most ranking factors in SEO. Some aspects of technical SEO can optimize the page experience of your website. Nowadays, most search engines care about UX because they want users to be happy with the search results. In technical SEO, you should consider the following elements.
The bots should have access to all of the web pages you want them to crawl and analyze. And if you don’t want the bots to crawl specific pages, you can list them in the robots.txt file. To increase your website’s visibility among potential customers, always make sure that the web pages are crawlable.
Nowadays, a majority of content is accessed on mobile devices. The mobile-friendliness of your website is one of the significant ranking factors. 87% of smartphone owners use a search engine daily. Search engines strive to offer users pages that look good on screens of all sizes and shapes.
To keep pace with the ever-evolving search engine algorithms, you should leverage the indexability of your website. To boost the indexability of your website, it is essential to create a sitemap. The sitemap comprises a list of URLs of the pages.
- Website Structure
The website structure, also known as website information architecture, is the organization of pages on your website. Always refrain from making your website structure complex. A complex website structure can confuse both the bots and your visitors.
3. Off-Page SEO- Proves your Website’s Authority
You should be aware of the types of content pieces to leverage off-page SEO practices. For instance, blog posts can help you get high-quality traffic. It will also signal to the search engines that your website is authoritative. Customary to its name, off-page SEO refers to the outside factors that affect your company’s presence in the SERPs. Here are the essential off-page SEO elements you should be aware of.
- Reputation Management
In digital marketing, reputation management is integral to increasing your brand’s visibility. Moreover, it is also an inseparable part of your SEO strategies. The reviews mentioned on third-party websites are the backbone of your digital presence. You always can’t control the views of people about your brand. However, you should be proactive in answering all the negative and positive reviews.
Another essential ranking factor in SEO is backlinks. Backlinks are often referred to as the most crucial ranking factor in the SERPs. Backlinks signify that a third party considers your website to be valuable and wants readers to discover it. Your main objective is to get quality backlinks to rank the website higher. When building backlinks, you should know about search intent and user intent.
- Local Search
If you want to build the local presence of your website, try optimizing your Google My Business profile. Moreover, you should get your company featured in the local business directories. By understanding how SEO works in digital marketing, you can boost your company’s popularity.
- Social Media
Developing profiles on all social platforms can affect your credibility. Nowadays, it is common for search engines to analyze your brand’s presence on third-party platforms. It provides them with proof related to your company’s credibility and existence.
4. Content- Showcases the Perfect Value of your Website to the Search Engines
Irrespective of the way you SEO optimize the pages and the website’s technical aspects; high-quality content should always be your main priority. The main objective of search engines is to offer users the content they’re looking for.
The ranking factors of Google are ever-evolving. But if your web pages are of poor quality, Google won’t rank them appropriately. Moreover, while developing content, you should avoid keyword stuffing. Here are the essential elements of content creation in SEO you should be aware of.
It is essential to create relevant content that complies with the user intent. In other words, when you’re optimizing for specific keywords, you should provide information that’s useful to the users. Moreover, the content should also align with the headers of the web pages.
- The Inclusion of Diverse Content
To ensure that your online content is crawlable, you need to enrich it properly. For instance, you should include images, tables, graphics, etc., to engage the users. But make sure not to overburden the page with too many images or videos. This will affect your website’s loading speed.
The page quality criteria of Google analyze the expertise, authority, and trustworthiness of your website’s content. To get higher rankings on the SERPs, it is imperative to comply with the EAT guidelines. With the EAT guidelines, you can ensure that the information on the page is credible and accurate.
You can make your content marketing more effective by developing good-quality articles, blogs, etc.
How SEO Works In Digital Marketing? Things to Know
SEO is the all-encompassing process of helping your website rank higher in the search results. With SEO, you can ensure that your website appears among the top five search results. SEO in digital marketing works by implementing specific changes to the design of your website.
It also introduces changes to content that make your website attractive to a search engine. SEO is an integral part of making sure that your website has a positive user experience. The primary intent of the search engines is to provide their users with the best experience.
Search engines will scan the website to determine its navigation and readability. SEO in digital marketing is the process that organizations implement to ensure that their website ranks high on organic results. Business owners should also optimize the loading times of their websites to get high-quality traffic.
The Best SEO Practices for High-Quality Organic Traffic
Increasing organic traffic is one of the core objectives of online retail stores and organizations. Therefore, brands worldwide are always on the lookout to implement the best SEO practices to get high-quality leads. You can boost your brand’s online presence with the top SEO strategies.
The top-ranking page in Google has an average click-through rate of 26%. Therefore, your digital marketing strategy should always include SEO and the top ways to get good organic traffic. Here are some of the best SEO practices you should deploy to get high-quality leads.
1. Develop Content Based on Proper Keyword Research
Before crafting quality content, you should identify and select brand-specific keywords. Moreover, there should be a proper flow between the keywords and the content. Nowadays, you can research keywords with the best keyword research tools. These tools will let you align your content with the users’ search intent. It is essential to derive the following types of keywords while using the tool.
- Primary Keywords
These are the most high-level keywords and would serve as the basis of your content creation endeavors.
- Secondary Keywords
You can use these keywords in the subheads of articles and pillar pages.
Besides these two keyword categories, you will also have to use low-level keywords with less search volume. You should scatter these keywords across the articles and blogs. While selecting keywords, you should be attentive and careful. Therefore, it is essential to be aware of your niche when conducting keyword research.
2. The Proper Use of Headings and Titles
Most often, these two terms are interchangeable. However, titles and headings are different and occupy various parts of your web pages. The title is typically placed on the head element of each HTML document. The title tells Google and other search engines what the page is about.
As a part of the SEO best practice, it is essential to create high-quality titles. Headings are part of the code that users can see. And as users can see them, it is necessary to optimize your website’s header tags. When constructing SEO-friendly titles, you should consider the following aspects.
- Include the primary keyword you’re trying to rank for
- Make people want to read the content
Headlines offer Google with a better idea of what the page is all about. On the other hand, including a secondary keyword in the subheading tells Google that you have covered the topic in-depth. Search engines like Google will rank the high-quality content that covers the subject adequately. Optimizing headers and titles is a crucial aspect of SEO.
3. Optimize All Types of Images on your Website
It is essential that your website has a good loading speed. We often undermine the importance of images when creating web pages. If you optimize them properly, you can leverage image search and attract more visitors. You can leverage Google Lighthouse to scan your website for slow-loading web pages.
But the best way to optimize your images is by designing them properly. Google considers your website’s user experience as a key ranking factor. If your website loads slowly, it will negatively affect the user experience of the visitors.
Moreover, a slow-loading website can result in an increased bounce rate. Besides optimizing your images for size, you should include on-page descriptions with each of them. The on-page descriptions will help with organic search. Developing strong alt text so that the search engine crawlers can easily index your images. Here are some other strategies to optimize the photos on your website.
- Use targeted keywords and titles
- Refrain from using hazy pictures
- It is essential to use high-resolution images while knowing about their respective size
- Always use alt text to describe the images
4. Include a Certain Number of Links
Do you know that 33% of the websites pass the core web vitals threshold? The core web vitals report depicts the performance of the URL by metric type, status, and URL groups. Your website’s link-building strategy can influence the core web vitals.
You should link whatever is appropriate. But adding internal links to the relevant content pieces will help you rank higher. You should link with intention and keep search in mind. Typically, Google will never clearly instruct you to include a specific number of links on your website.
However, SEO experts suggest that the total number of links should be based on the length of the content. You should always refrain from including irrelevant links. The irrelevant links can distract visitors and confuse search engines.
5. Optimize the URLs
A successful SEO strategy should always include proper optimization of the URLs. A well-developed URL briefs search engines about the content of your webpage. To create the perfect URL, you should ensure that it’s concise and keyword-optimized. By including the main page keyword in the URK, you can increase its rankings. The search engine bots will find it easier to crawl your webpage.
6. The Importance of Semantic HTML
Semantic HTML directs Google to what it’s crawling. In semantic HTML, the header tags play a crucial role. It reveals the structure of your webpage and the way in which content is laid out. It also tells the search engine the types of primary and secondary topics included. Search engine bots rely on HTML codes to index your webpage. Therefore, good HTML coding practices will make your website rank high in the SERPs.
So, how SEO works in digital marketing? Note that there is no such difference between digital marketing tactics and SEO. SEO can be termed as the subset of digital marketing. SEO experts focus on getting high-quality organic traffic and leads.
On the contrary, digital marketers aim to establish the company’s online existence beyond SEO. SEO is crucial for the success of any digital marketing project. If you want to increase the visibility of your website through SEO, know about the different strategies. With the best SEO strategies, you can make any digital marketing project successful and stand out.