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Role of SEO In Your Digital Marketing Strategy

Imagine owing an outlet without having any signage, name, or anything particular about it. Some people might come out of sheer curiosity, probably enquiring about a completely different product, instead of the product that is being sold . Giving an appropriate name to your outlet and putting up a product image on it would attract a lot of customers who are interested in your product, and those customers in turn would provide you with publicity. The first scenario resembles a website that hasn’t undergone optimisation, and the second one relates to one that has been optimised. The Search Engine Optimisation (SEO) involves developing a website that is easy to categorise and find. SEO is a fundamental aspect of digital marketing strategies. This is an integrated approach to drives customers to your business through a web portal. There are more than 13 billion online searches every month. With businesses becoming global and going online, the Yellow Pages and Telemarketers have become archaic search methods. If we take a small segment of that 13 billion to your business, it means a considerable amount of people are looking for exactly what you offer. In order to achieve this, it is important to have a higher ranking in the search engines or SERP (search engine result page) and then retaining that position. The PPC (pay per click) activities should also be very good. Only then you will have a qualified traffic for your online business. SEO gives opportunities of substantial levels of free advertising; it would make your website rank primarily in the initial pages of SERP, and provide reasonably good ROI. How it Works Search Engines are typically the softwares that crawl web-page content. Unlike humans, they are text driven. They perform a particular set of activities such as scanning, crawling, storing indexes, and recovering. The search engines make use of algorithms that are complex and based on different factors including the following: • Meta Tags: The meta tags provide metadata about the HTML document that are used by search engines in evaluating the content of the website. • Inbound Links: The inbound link is a hyperlink placed on other websites that points to or navigates to your website. The search engines make use of inbound links to rank the websites. So it is necessary to make certain that the websites providing inbound links to your website have high rankings with sizable traffic. • Keyword Density: This gives an idea of the number of times a particular keyword is used in the content of your website. Keyword density is an important factor to determine if a web page is relevant to a specified keyword. • Content in a Website: The content in a website is the most important aspect for search-engine rankings. Having quality content in the websites, which is optimised with relevant keywords, ultimately makes the website valuable to the visitors and the search engines as well. The whole cycle is described as follows: 1. Crawling The Web search engines make use of a Crawler or Spider that crawls the website content. The Web Crawler is a software that browses the World Wide Web in a systematic manner as a basis for web indexing. The crawler doesn’t check every day that if a page is updated or if the new page is added. Sometimes the crawler won’t visit a web page for months. The Web crawlers usually copy all the visited pages so that they can be later processed by a search engine. It also lists pages that have been downloaded, enabling the users to search efficiently. 2. Indexing After crawling the content, the Spider stores a particular page in a database. An index is another name used by a search engine for a database. It consists of all the information on all the web pages or websites that the search engine was able to browse. A particular web page or content can be retrieved from the database by using a keyword or a related search string. In case the website is not in the search engine’s index, then users won’t be able to find it using the search engine. Correct optimisation of the page also needs to be done for the search engine to understand the page content. 3. Search Engine Algorithms Just as the keywords, the search engine algorithms are important and unique to every search engine. A search engine algorithm comprises of a set of rules or a unique formula that is used to define the significance of a web page. These sets of rules determine whether the web page is genuine or spam and whether it contains relevant content proving useful to the users in order to have a search-engine result page, which is organised and informative. The three types of search algorithms are on-site, off-site, and whole-site algorithms. 4. Retrieving Once the search engine understands the intended content of the user, it retrieves a group of documents, which it finds relevant to that intended content. This process is quite complicated with the search extending to many different servers and indexes. The simplest way of achieving this is by retrieving a list of existing documents that contain a group of words or keywords aligning to the core concept of the query. Typical benefits of SEO are as follows: • SEOs maintain a top position in the search-engine result pages, which ultimately leads to an increase in significant traffic for your websites. • For either the eCommerce or non-eCommerce websites, SEOs provide results that are perceptible and trackable; also, there are no apprehensions when it comes to ROI. • SEO proves to be one of the most cost-effective marketing strategies. • SEO simultaneously helps both the search engines and users, by making it easier for the search engines to navigate through your site, and it also makes your site more navigable for the users. • By enabling the appearance of your website in the first listings, the SEO provides you higher brand credibility.

Role of SEO In Your Digital Marketing Strategy

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Role of SEO In Your Digital Marketing Strategy

Imagine owing an outlet without having any signage, name, or anything particular about it. Some people might come out of sheer curiosity, probably enquiring about a completely different product, instead of the product that is being sold . Giving an appropriate name to your outlet and putting up a product image on it would attract a lot of customers who are interested in your product, and those customers in turn would provide you with publicity. The first scenario resembles a website that hasn’t undergone optimisation, and the second one relates to one that has been optimised.

The Search Engine Optimisation (SEO) involves developing a website that is easy to categorise and find. SEO is a fundamental aspect of digital marketing strategies. This is an integrated approach to drives customers to your business through a web portal. There are more than 13 billion online searches every month. With businesses becoming global and going online, the Yellow Pages and Telemarketers have become archaic search methods. If we take a small segment of that 13 billion to your business, it means a considerable amount of people are looking for exactly what you offer. In order to achieve this, it is important to have a higher ranking in the search engines or SERP (search engine result page) and then retaining that position. The PPC (pay per click) activities should also be very good. Only then you will have a qualified traffic for your online business. SEO gives opportunities of substantial levels of free advertising; it would make your website rank primarily in the initial pages of SERP, and provide reasonably good ROI.

How it Works

Search Engines are typically the softwares that crawl web-page content. Unlike humans, they are text driven. They perform a particular set of activities such as scanning, crawling, storing indexes, and recovering. The search engines make use of algorithms that are complex and based on different factors including the following:

• Meta Tags: The meta tags provide metadata about the HTML document that are used by search engines in evaluating the content of the website.

• Inbound Links: The inbound link is a hyperlink placed on other websites that points to or navigates to your website. The search engines make use of inbound links to rank the websites. So it is necessary to make certain that the websites providing inbound links to your website have high rankings with sizable traffic.

• Keyword Density: This gives an idea of the number of times a particular keyword is used in the content of your website. Keyword density is an important factor to determine if a web page is relevant to a specified keyword.

• Content in a Website: The content in a website is the most important aspect for search-engine rankings. Having quality content in the websites, which is optimised with relevant keywords, ultimately makes the website valuable to the visitors and the search engines as well.

The whole cycle is described as follows:

1. Crawling

The Web search engines make use of a Crawler or Spider that crawls the website content. The Web Crawler is a software that browses the World Wide Web in a systematic manner as a basis for web indexing. The crawler doesn’t check every day that if a page is updated or if the new page is added. Sometimes the crawler won’t visit a web page for months. The Web crawlers usually copy all the visited pages so that they can be later processed by a search engine. It also lists pages that have been downloaded, enabling the users to search efficiently.

2. Indexing

After crawling the content, the Spider stores a particular page in a database. An index is another name used by a search engine for a database. It consists of all the information on all the web pages or websites that the search engine was able to browse. A particular web page or content can be retrieved from the database by using a keyword or a related search string. In case the website is not in the search engine’s index, then users won’t be able to find it using the search engine. Correct optimisation of the page also needs to be done for the search engine to understand the page content.

3. Search Engine Algorithms

Just as the keywords, the search engine algorithms are important and unique to every search engine. A search engine algorithm comprises of a set of rules or a unique formula that is used to define the significance of a web page. These sets of rules determine whether the web page is genuine or spam and whether it contains relevant content proving useful to the users in order to have a search-engine result page, which is organised and informative. The three types of search algorithms are on-site, off-site, and whole-site algorithms.

4. Retrieving

Once the search engine understands the intended content of the user, it retrieves a group of documents, which it finds relevant to that intended content. This process is quite complicated with the search extending to many different servers and indexes. The simplest way of achieving this is by retrieving a list of existing documents that contain a group of words or keywords aligning to the core concept of the query.

Typical benefits of SEO are as follows:

• SEOs maintain a top position in the search-engine result pages, which ultimately leads to an increase in significant traffic for your websites.

• For either the eCommerce or non-eCommerce websites, SEOs provide results that are perceptible and trackable; also, there are no apprehensions when it comes to ROI.

• SEO proves to be one of the most cost-effective marketing strategies.

• SEO simultaneously helps both the search engines and users, by making it easier for the search engines to navigate through your site, and it also makes your site more navigable for the users.

• By enabling the appearance of your website in the first listings, the SEO provides you higher brand credibility.

KnowledgeHut

KnowledgeHut

Author

KnowledgeHut is an outcome-focused global ed-tech company. We help organizations and professionals unlock excellence through skills development. We offer training solutions under the people and process, data science, full-stack development, cybersecurity, future technologies and digital transformation verticals.
Website : https://www.knowledgehut.com

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13 comments

Hal Wascom 02 Feb 2017

Excellent post. I used to be checking continuously this blog and I am impressed! Very useful info specifically the remaining section :) I deal with such information a lot. I used to be seeking this particular information for a long time. Thanks and good luck.

Jannet 16 Mar 2017

I agree with it.SEO has taken the marketing firms to an extreme level of growth.

Madhushalini 27 Apr 2017

Thanks a lot for such a wonderful post. I really like your way of blogging. Actually guys i heard about digital marketing.

Chantell Laperle 27 Apr 2017

These are in fact wonderful ideas in about blogging. You have touched some good points here. Any way keep up wrinting.

Jack helmen 01 May 2017

It's really nice to read this article.... Thanks for sharing this useful information....

kritesh 19 Mar 2019

Thanks for sharing a blog on SEO. With the help of SEO you can easily make strategy in Digital Marketing and make your career.

rocky 04 Apr 2019

nice information and it is really very helpful for me,, thank you for sharing me such information like that.

Ravindu 08 Jun 2019

This is very good article about

sam 14 Feb 2020

one of the best article i have read thanks for providing such great informative about digital marketing

nissi 27 May 2020

Thanks for sharing this blog

Nerostech 07 Jun 2020

Hello! Thanks a lot for sharing such a piece of useful information. You described it very well. Looking forward to know more knowledgeable information like this.

Dai Software 07 Aug 2020

This content is well-detailed and easy to understand. Thank you for creating a good content!

Ratnesh sharma 31 Aug 2020

Nice Blog

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A critical component of any digital marketing plan is social media. Unfortunately, it’s also one of the most challenging parts. Yes, social media marketing has low barriers to entry. It’s easy to get on Facebook, Twitter, LinkedIn, Google+, Pinterest, YouTube, Instagram, and so on, and it costs next to nothing. However, turning the time you spend on social media marketing activities into actual sales and revenue is a lot harder than starting a Twitter account and sending a few tweets. Investing time in analyzing the performance of your social media marketing activities so you can track your return on investment is essential to ensure your efforts are yielding acceptable results. Keep in mind, you should be tracking both hard numbers and perceptions. Yes, you want a lot of followers, but if those followers aren’t engaged with you and helping you build your brand, then the quantity doesn’t matter. Those followers won’t generate sales. If their perception of your brand isn’t one that they want to buy from, talk about, and share with their own audiences, then you’re wasting time and money. Here are 15 metrics you can track to ensure you’re on the right path to reach your social media goals as well as your overall digital marketing goals. 1. Audience • How big is your audience? • How many followers and fans do you have on each of your social media profiles and pages? 2. Audience Growth • How much has your audience grown in the past 3-months? 6-months? 12-months? • Are you seeing a higher growth rate on specific social media profiles and pages? 3. Shares • How many times have specific pieces of content or posts been shared on each of your social media profiles and pages? • Which pieces of content were most popular? • Can you segment the audience that shared your most popular content and posts? Who are they? 4. Mentions • How many times have your social media profiles and pages, blog, website, brand, products, and services been mentioned by other people on social media? • Who mentioned you? Are they influential to your target audience? • What did they say? 5. Comments • How many times have people commented on your social media and blog posts? • What content and posts generated the most comments? • What did people say? 6. Hashtags • Did you create hashtags to identify your content, brand, or business? • How many times were your hashtags used by other people? • Where and when were your hashtags used? • Who used your hashtags? 7. Page Views • How many page views has your website gotten from social media referrals? • How many page views has your blog gotten from social media referrals? • Which pieces of content got the most page views from social media referrals? • Where did the traffic to your website, blog, and most popular content come from? 8. Clicks • How many times did people click on the links you shared on your social media profiles and page? • Which links got the most clicks? • What happened after people clicked? • If you can calculate it, what is your click-through rate (i.e., the percentage of clicks a link gets versus the number of views of that link)? 9. Direct Communication • How many direct messages have you gotten on Twitter, Facebook, LinkedIn, and so on? • How many email messages have you gotten as a direct result of a piece of content you published or shared on one of your social media profiles or pages? • How many phone calls have you gotten? 10. Conversions • How many conversions have clicks on links on your website (e.g., buy a product, subscribe to a mailing list, etc.) from social media sources generated? • How many conversions have clicks on links on your landing pages from social media sources generated? Next Steps You should review your metrics at least once per month to see what’s working, what needs to be tweaked, and what needs to be scrapped entirely. After all, if you keep doing the same thing month after month without identifying the tactics that are actually driving the results you want, you’ll keep wasting time and money on social media marketing efforts that don’t work.
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