SEO (Search Engine Optimisation) is an integral digital marketing activity designed to ensure that the right audience gets access to your website content at the appropriate time and place. SEO employs several techniques designed to increase site search engine visibility in order to generate organic search traffic for more conversion.
To achieve this, marketers optimize web pages and pursue strategic external links to drive organic traffic. Keyword research also is performed to identify the most suitable search terms that need targeting; having an SEO strategy in place is vitally important when growing a business.
As digital marketing evolves, it is vital that marketers have a basic knowledge of SEO (Search Engine Optimization). We will explore what SEO stands for and its effectiveness at driving organic traffic to websites and products. In this article we’ll explain its meaning in relation to other digital marketing activities for an holistic overview.
Search engine optimization (SEO) is the process of optimizing web pages so they rank higher in search engine results pages (SERPs). The aim is for your website or web page to appear at the top of SERPs and attract more organic search traffic compared to pay-per-click (PPC) advertising, where users pay when searching keywords associated with you are entered into Google or another search engine. SEO differs from PPC advertising as you only pay when someone clicks your ad link when users search those terms/phrases associated with keywords/phrases you pay per click when users search these terms/phrases/advertise your ads vs being paid when users search these particular words/phrases they associate you with when users search those specific words/phrases are searched, which allows more organic traffic for you as opposed to paying each time someone clicks through to pay-per-click ads when users search them using targeted pay per clicks/per click ads where pay per click ads advertise your website/webpage when users search related keywords/phrases associated with keywords/phrases associated with you as opposed to pay-per-click advertising which requires paying when users search these particular terms/ phrases/ etc…
An effective SEO strategy must satisfy user intent. One effective way of meeting this intent is through high-quality, useful content that answers searchers’ questions or resolves their problems. In particular, great articles address user intent at every stage of their journey without making grammatical or spelling errors; doing so helps establish your company as an authority within its field and increases chances that searchers click through to your website.
On-page SEO is one of the primary digital marketing activities and involves optimizing website content for search engines. This involves writing relevant and informative titles, meta descriptions, URLs and heading tags. Furthermore, alt text provides another opportunity for including keywords. Finally, URL slugs also serve as another place where keywords may be included.
On-Page SEO encompasses making sure your website’s infrastructure and technology are optimized for search engines, which includes using proper URLs, optimizing its speed, as well as using secure and valid HTML code.
Local SEO refers to the practice of optimizing websites so as to rank higher in local search engine results pages (SERPs). This may involve optimizing content, strengthening internal linking structures, and claiming and optimizing Google My Business profiles – among others. Local SEO helps businesses reach their target audiences at exactly the right time and place, increasing brand recognition and lead generation simultaneously.