Updated: Dec 23, 2020
What is SEO in Digital Marketing?
SEO stands for "Search Engine Optimization". SEO is the most important process in the branch of digital marketing. How much ever good the content may be, till the time it does not reach the target audience, the purpose of digital marketing is not fulfilled.
SEO becomes all the more important process in digital marketing because it is an excellent way of increasing the reach organically, unlike Search Engine Marketing (SEM) which deals with the paid advertisement in the Search Engine Result Page (SERP).
With the dynamics of businesses changing, and companies digitizing their offerings, we must understand the intricacies of SEO. There are various kinds of Search Engines like Google, Yahoo, Bing, etc.
The Search Engines scan through the pages of the website by engaging in activities like crawling and indexing which are done by bots present in the search engines. By doing this, the search engines can show relevant information to the search queries.
The relevant information for the search queries must appear on the first page of SERP because the majority of users never check the subsequent pages. It is for this very reason that SEO is important is an important process in digital marketing. Strengthening the SEO process increases the ranking of the website thereby, giving it more visibility for the query searched.
Types of SEO in Digital Marketing
There are two types of SEO techniques and in it, the features of SEO can be explained in its entirety. The two types of SEO techniques are:
Process of On-Page SEO
In the Process of On-Page SEO, importance is given to the contents that are to be presented on the website/blog. There is the most important role of On-Page SEO in digital marketing. It is imperative that search engines recognize your website/blog to be having original and high-quality content hence, nourishing the on-page SEO is of utmost importance.
The following are the factors that we implement to increase the ranking of the website/blog via on-page SEO in digital marketing:
Meta Title Optimization: The title is something that describes the content of your website/blog and it is the most important factor in SEO to catch the attention of the searcher. The title should necessarily contain the keywords and the optimal length of the title is around 55-65 characters.
Meta Description Optimization: Meta description gives a cursory explanation of the posts of a blog. It should be noted that it contains the necessary keywords and it has a limitation of 155-160 characters.
Header Tags optimization: A blog should use an H1 tag only for the main header and the header should contain the primary keywords. It is one of the important factors in SEO, we should use the headings (h1, h2, h3, h4, h5, h6) in a proper structure.
Content: Content is the kingdom of SEO. Your content should be original, of high quality, and use the keywords optimally. Content marketing is an important cog in the wheel in the SEO process.
Keyword Research: A keyword is the most important word of the blog post/page of a website through which a searcher enters your website/blog. Therefore, it is important that there is enough groundwork that goes on the research of keywords, that should be highly searched and less in competition. Some of the great research tools are SEMrush, Keywords Everywhere, etc.
Keyword Density: Optimally, the usage of keywords should be around 1.5% to 2.5% of the total words used in a post/page. Also, it is always advisable to use long-tailed keywords, which uses a complete phrase containing keywords.
Image Alt tag optimization: Optimizing the image of the post by inserting a keyword to describe the image by the use of Alt-text helps in boosting the ranking of the page.
Sitemap: The main purpose of using a sitemap is to enable Google to send bots to check the content of our website so that it can be crawled.
Outbound links: These are the links that are used in the post content, which are associated with the blog-related topic to have reader-friendly content.
The above points are some of the important factors that are very important for On-Page SEO. Now, let us move toward Off-Page SEO.
Process of Off-Page SEO
Contrary to On-Page SEO, off-page SEO focuses on improving the ranking of the website by focusing on methods by building links. Off-Page is the second most important process of SEO in digital marketing and there are numerous benefits of off-page SEO. Here, importance is given to the efforts taken outside the website like establishing backlinks, submitting our website to directories, etc.
The following are some of the Off-Page SEO techniques in digital Marketing:
Forum Submission: This is the process of communicating and writing on a forum post. Posting on popular forums is a very effective and efficient way of introducing our prospective and potential clients or audiences to our websites/blogs.
Guest Posting: It is the process of SEO in which we may contribute contents to other person’s blogs to establish a relationship. It is a very important technique of increasing our contact thereby, improving the visibility of our website/blog.
Social Bookmarking: When we send the contents to others by sending them the links of their interest, is what is called social bookmarking. In simple words, social bookmarking is the process of tagging a link/website to use it later when needed. Some of the examples of Social Bookmarking sites include Reddit, Stumbleupon, etc.
Blog Directory Submission: It is the process of submitting our blog to various directories that are more or less dedicated to the blog. It is one of the excellent ways of establishing links for our blog. Some of the examples of top blog directories are Technorati, Blogarama, etc.
Image Submission: In this, we share the images with image sharing sites like Pinterest. We must optimize the URL of the image which we share on different platforms.
Business Listing Submission: It is the submission of the details of our business in various business listing domains to increase the visibility of our business. Some of the examples of Business Listing domains are Google My Business, Yahoo Business Directory, YellowPages.com, etc.
Benefits of SEO in Digital Marketing
Here are numerous benefits of taking care of the process of SEO in digital marketing for our website/blogs. Process of SEO in Digital Marketing and its Benefits
SEO is one of the best and efficient ways in digital marketing to pull in quality traffic to our website/blog.
The efficient SEO process is a sure-shot way of tapping prospective clients/customers and increasing the leads thereby, driving more sales.
The process of SEO in digital marketing is absolutely free as compared to other forms of traditional marketing which have a high cost.
SEO escalates our website referrals. A robust process of SEO ensures that the website visitors are likely to refer our websites to their friends and family.
SEO is an efficient process of integrating all the digital marketing campaigns that are concerned with our website.
SEO also forms the basis for successful email marketing by increasing the newsletter subscribers of our websites/blogs.
Users are more likely to click those websites that have high page ranking due to SEO as against SEM/PPC induced ads on SERP.
Above all, a good and robust process of SEO ensures our website is having a high page ranking.