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Search Engine Optimization – The Importance of SEO in Digital Marketing

SEO (Search engine optimization) is the process of making a web page easy to find, easy to crawl, and easy to categorize. It is all about helping your audiences to find out your business among thousand other companies. It is an integral part of any digital marketing strategy. Basically the concept is driving customers towards your business via online platforms. And to do that, one must ensure that the website ranks should be higher in the SERP.

To give you an idea on this, let’s start with this fact – nearly 14 billion searches take place online every month for business purpose. To achieve that benchmark, your website must rank higher in the SERP and perform well in the social media marketing. Not to forget that PPC activities also need to be very well along with other digital marketing tasks.

Why SEO is Important for Businesses?

Advertising is the utmost need for any business. When any business goes online, the ads play a huge role to gain web traffic. SEO gives an opportunity for a great deal of free advertising. A proper SEO makes a website rank in the first page of SERP. And the common belief is people generally scan and review the first two pages of the SERP.

Nearly, 74% of consumers use search engines to find local business information. Compared to digital marketing, such as PPC, Social Media Marketing, E-Mail Marketing program, SEO provides fairly good ROI. A survey report reveals that nearly 80-90% customers check online reviews before finally purchasing any products.

  • Good for Business Visibility and Branding
  • Provides Your Business Credibility
  • Brings Your Business Traffic
  • Best for ROI’s in Advertising
  • Unmatched Insight for your Customers

Role of SEO in Digital Marketing Strategy

If you ask how does SEO work? The answer is simple: Search Engines are not humans its software that crawl the web page content not like human search engines are text-driven. They complete a number of activities that bring search results – crawling, scanning and indexing, courses of action, measuring pertinence, and recovering. The distinction with an excellence count is that you’re calculating components of design, rather than actions of an individual. Following elements can help to build up a quality score as follows:

  • Website Names & URLs
  • Meta Tags
  • Page Content
  • Page Design
  • Characteristics of Link
  • Usability and Accessibility

A proper Digital Marketing can happen with balanced SEO that help in getting noticed by the target audience. Let’s see how the whole Search Engine Optimization cycle works:


Each search engine has its software, known as Crawler (like – Googlebot), that crawl the webpage content. It is almost impossible for a crawler to check any new page or any existing page on daily basis. It is important to remember what exactly a search engine can crawl: it cannot crawl Images, Flash Movies, JavaScript, Frames; Password protected Page, and Directories.

Running a keyword simulator test is always recommended to see if these are viewable by the spider. Those which are not viewable are either not crawled indexed or even processed. On the other hand, it may happen that they will be missing for search engines.


For humans indexing may not be possible, but for search engine, this is every day’s work. Sometimes, the search engines cannot understand the page content. For that, you need to correctly optimize the page.

Search Work:

With every search request, the search engine contrasts the key phrases searched with the pages indexed and stored in its record. More than millions of pages have the same search phrases. Search engine is an act that measures the relevancy of all the pages and matches with indexed as per the keywords inserted in the SERP.


A search algorithm takes a through record contains catalogued keywords and URLs that have relevant with keywords, estimates some probable answers, and then reverts pages that have the word or phrase that was looked for, either in the body content or in a URL that directs to the page.

Three search algorithms are there – On-site, Off-site, and Whole-site algorithms. Each algorithm looks at different aspects of the webpage, such as Meta tags, Title tags, Links, Keyword Density, etc. yet they all are part of a much larger algorithm.

All search engines periodically changing their algorithms, so you must know how to adapt to these changes if you want to stay on the top. This requires a SEO expert.


Though this process is quite complicated with the search extending in many different servers and indexes. The end–result will be visible in the search results by retrieving a group of words or aligning keywords.

How to Create an SEO Strategy?

To make a sound SEO you must have a good SEO strategy. Below are some points you need ask yourself while setting SEO strategy:

Find Your Target Market –

SEO is not meant by as many web traffic as you can to sell your items. Geographic conditions and the audience demographics are two important features to set your customers. Google Analytics is the right tool that can help you on these factors.

Build Mobile-Friendly Approaches –

Your website should be properly fit into mobile and give equal satisfactions to your customers. One thing is clear, mobile overtakes the desktop. So, be sure by checking how your website performs on mobile applications. Test your website URL in Google’s Mobile Friendly test for this.

Create More Options in Search Engines –

Your website should not only perform well in Google, but other search engines also like Yahoo, Bing, MSN and AOL. Each search engine has different search algorithms that you need to know and accordingly make your website compatible for those. As it is not sure from which roads your users may come.

Correspond Keywords with your ROI –

“Keyword” is the key term in SEO. Focus on Long-tail keywords as per users behaviours. Try to frame long tail keywords into specific key phrases. The success of keywords should be measured in terms of your ROI.

Website with Quality Content –

A user-friendly website, clear navigation, relevant keywords, optimized Meta tags, title tags, and consistent content should be the main aims for a SEO. Each page should be built with unique and non-plagiarised content. There should be no keywords stuffing as well.

Relevant Linking with Social Media –

Try to pay good attention while building quality and relevant links through social media where you can get a good number of web traffic. With the help of SEO setting up an up-to-date social media platform is easy. Remember a good number of traffic is generated through social presence of your business.

The Link between SEO and Digital Marketing

Basically, there is no such difference between SEO and digital marketing. Both execute the same functions and possess the same skills. For marketing needs, different titles are resorted. To understand this, we need to pay a thorough look on these concepts.

SEO is based as a subset of digital marketing. An SEO consultant generally looks after other areas of digital marketing. The trend includes some services along with optimizing a website and search engine marketing. There are some factors that actually take help of SEO in the sense of selecting the right keywords, such as:

  • Contextual Marketing
  • Behavioural Marketing
  • Social Media Marketing
  • Mobile Advertising
  • Blogging with SEO Content
  • Viral Marketing
  • RSS
  • Banner Advertising
  • Video Content Advertising etc.

To run a successful business in online digital marketing and SEO strategy is needed. Share your business criteria with us if you need any assistance regarding SEO service.

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