Digital Marketing
Search Engine Optimization
What is search engine optimization
Search engine optimization is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic rather than direct traffic or paid traffic. Search engine optimization (SEO) is the art and science of getting pages to rank higher in search engines such as Google. Because search is one of the main ways in which people discover content online, ranking higher in search engines can lead to an increase in traffic to a website.
In Google and other search engines, the results page often features paid ads at the top of the page, followed by the regular results or what search marketers call the "organic search results". Traffic that comes via SEO is often referred to as "organic search traffic" to differentiate it from traffic that comes through paid search. Paid search is often referred to as search engine marketing (SEM) or pay-per-click (PPC).
Search engine optimization techniques
- Keyword research - Keyword research is often the starting point for SEO and involves looking at what keywords a site is already ranking for, what keywords competitors rank for, and what other keywords potential customers are searching for.
- Content marketing - Once potential keywords are identified, content marketing comes into play. This can be updating existing content or creating brand new pieces of content. Because Google and other search engines place a premium on high-quality content, it's important to research what content is already out there and create a compelling piece of content that provides a positive user experience and has a chance of ranking higher in the search engine results
- Link building - Because links from external websites (called "backlinks" in SEO parlance) are one of the core ranking factors in Google and other major search engines, obtaining high-quality backlinks is one of the main levers that SEO has.
Benefits of Search Engine Optimization
- It Boosts Your Credibility
A site that ranks high on search engine results pages is typically considered high-quality and trustworthy by search engines, and this, in turn, boosts the credibility of your business. Spend time improving and adding content to your site, increasing your site speed and researching keywords to help your site rank even higher. - It Doesn't Have To Cost You Anything
Apart from time if you handle it yourself, SEO does not cost anything like other marketing strategies such as pay-per-click. Search engines crawl your site 24/7, promoting useful content and helping you find new customers organically. - It Supports Content Marketing
Original content and SEO work hand in hand; by creating helpful content for visitors, including text, images and videos, your site will rank better in search results. But SEO can support your content marketing efforts too. - It Maximizes PPC Campaigns
Unpaid (SEO) and paid marketing strategies (PPC) work fantastically well together. PPC helps your site appear at the top of paid search results, while SEO does the same thing organically. Having both results appear at the top of the search engine results page boosts your brand's credibility and shows that you are not merely throwing money at advertising to be on top. - It Gives You A Competitive Advantage
Your competitors will likely be investing in SEO, which means you should too. Those who invest heavily in SEO often outrank the competition in search engine results and gain market share. If you consider that results on the first page of a Google search get over 90% of traffic, you cannot afford not to be there, especially if your competitors are. Start by identifying your competitors, analyzing their strengths and weaknesses, and creating and managing your online reputation. Then, ensure that your site loads fast and is mobile-friendly, make the best content possible, and focus on providing the best user experience.