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Importance of SEO in Digital Marketing

By April 22, 2020 No Comments

Can you imagine having a business or an outlet that has no signage pointing to it? No billboards, no windows, no names, no nothing. Sure, some people might check it out because they’re curious and would like to see what kinds or products or services are being sold, However, they might be looking for product X while your store only sells product Z. Having a business with a sign and an image of your products will not only attract people from all over to visit your store, but it could even help you make a profit as well.

Now think of a website that isn’t optimized and how it would struggle to generate any traffic. It’s somewhat the same concept because because a fully optimized website will have an easier time generating traffic and appearing consistently on the top of Google search results. This can all be accomplished with a little something called Search Engine Optimization or SEO for short.

SEO

SEO is a process that makes it easier for websites to be found, crawled and categorized on search engines. For e-commerce entrepreneurs this is all about helping potential customers find out about their business whilst competing against thousands of other websites in their particular niche. Digital marketing involves many strategies, but SEO is probably the most integral of them all. It basically involves using a holistic approach towards generating organic traffic to your website through the use of online platforms. Doing this means one’s website has to consistently appear on the first page of SERPs or Search Engine Results Pages.

Here something to give everyone some perspective as to how important that is – around 14 billion searches are recorded online every month on every search engine page. Just think of how it could benefit your business if you could get even a small fraction of those 14 billion monthly searches. In order to reach this benchmark your website needs to have a high rank in SERPs, must have solid performances in social media marketing, consistently good PPC (pay per click) performance along with other online marketing tactics.

Advertising is as crucial of a requirement for any business that wishes to be successful. Businesses that go online should always focus their marketing strategies towards generating a big and steady flow of website traffic. With SEO, online businesses get an opportunity to use free advertising. Proper utilization of SEO will give websites a better chance of always appearing on the first page of Google.

Research has shown that most people will only browse the first two pages of a SERP before conducting another search. About 75 percent of internet users use search engines to find information on local businesses. When compared to PPC, social media marketing, and email marketing, people will generally get a much better ROI (return on investment) when using SEO to promote their online businesses. Around 70 to 80 percent of online shoppers also usually read reviews before making a purchase on a daily basis.

SEO-vs.-PPCHow Exactly Does It Work?

Search engines operate via software that is designed to crawl through different kinds of web content and are primarily text driven. They perform a multitude of actions to produce results such as crawling, scanning, indexing, recovering, and measuring pertinence. With search engines, components of design are being calculated rather than the actions of an individual. Here are some of the known elements that can help a website gain a good rank on SERPs:

Meta tags Website names and URLsPage design Characteristics of links Accessibility and usability of websites

Let us look at how the search engine cycle works:

Crawling

All search engines have bots known as crawlers or spiders (for Google they are called GoogleBots). These spiders work by crawling through websites and searches for relevant information to store in search engines. It is not possible for these spiders to see if any new web pages have appeared or if an existing page has been updated. In this case, it is important to keep in mind what kind of content search engine bots can crawl on. Remember that search engine spiders cannot crawl on password protected pages, Flash videos, frames, JavaScript and directories.

If this happens to be the case with your site, it would be to your benefit if you can conduct a keyword simulator test on it. The purpose of this test is to see if these components on your site will be visible to search engine spiders. Those that cannot be viewed by the bots won’t be indexed and will therefore be missing from SERPs.

Indexing

This refers to the process used by search engines to organize information prior to a search so it can provide users with quick responses to their queries. Humans would have trouble trying to do this sort of task, but for search engine bots it is all in a day’s work. There are times when a search engine spider will not be able to understand the content of a webpage which makes it even more necessary to have it properly optimized.

Search Work

Every search request that goes through a search engine is processed and undergoes different phases. It will compare and contrast the keywords and phrases that the spiders have stored and indexed in its database. Note that there are literally millions of pages that use the same keywords or phrases, so search engines need to measures the relevancy of the pages and matches the information with whatever it has indexed based on the keywords on the results pages.

Algorithms

Think of search engine algorithms as these machines that takes a keyword associated with a particular niche and sorts through the records of pages that catalogs these keywords along with any relevant URLs and estimates probable answers to the query. It then browses through pages that contain the specific keyword either in the website’s contents or a URL which redirects to the page.

There are three kinds of search engine algorithms:

On-PageOff-PageWhole Site

These algorithms all look at various aspects of a web page such as its meta tags, keyword density, links, and title tags just to name a few. What is interesting about this is despite having different functions, they are all still part of an even bigger algorithm. This is why different results are generated for search engine strings for different search engines that use different algorithms. All search engines also make changes to their algorithms on a periodic basis. This is why one needs to know how to adapt to all the changes that take place so they can stay on top of the market, and it is something that requires great expertise in the field of SEO.

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