Why SEO Occupies an Apex Position in Digital Marketing Strategy?
When we say marketing, usually two things revolve in our mind those are promoting and selling of the products and services offered by an enterprise.
But to a surprise, digital marketing is not only a sale-purchase trade!
It involves a lot more. It is:
- A source of entertainment
- A social interaction channel
- A mode of acquiring news
- An exposure provided to consumers(of a brand)
- And much more ever imagined
Being digital is the bandwagon, and this is what everybody is following by inclining towards online marketing and its useful techniques:
- Search engine optimization
- Social media marketing
- PPC campaigning
- Email marketing
- Content marketing
- E-commerce marketing etc.
These all are the subsets of internet marketing, each having a separate role to play keeping you ahead and above of your competitors.
To excel and stand out, its necessary to be seen and noticed amongst the public where a significant contribution is made by SEO.
What is Search Engine Optimization?
SEO is no less than scientific creativity that helps optimize and equalize web content to earn the best possible search engine ranking(on Google, Yahoo, Bing…)
It works closely with modern technology, techniques, and engineering of a website (code, content, user experience, website architecture and many more)
SEO is to examine the client-customer relationship and the business deeply to carry these both positively by adding value to them (in the context of products, services, solutions, leads, sales, promotion, etc.).
The marketplace grows every day, attracting millions of people towards various websites, compelling all the business owners to invest a vast sum in SEO.
Some Mind-bottling SEO Statistics To Get Familiar With
- 93% of online user experiences are initiated with search engines.
- From 65.5% in 2016, Google at present holds a total of 80.5% search engine market share.
- 75% people never scroll the Page 2 of any search engine.
- Internet users accounting to 61%, always research a product before buying.
- On an average 70-80% of the populace ignore paid search results and choose organic listings.
- 57% of B2B business owners speak that SEO enables them to generate more leads when compared with the rest marketing forms.
- 72% of the marketers with an online base best describe content creation as their empowering SEO tool.
Its brackets of scope are expanding exponentially where every site looks to procure its services either externally or internally flooding the industry with multifarious opportunities.
Stages to Encounter in Search Engine Optimization Process
SEO is a dynamic entity with a non-static framework of rules and processes. On simple grounds, we can bifurcate it into three main forks, and those are:
- On-Page SEO(Content Optimization)
- Off-Page SEO(Website Promotion)
- Technical SEO(Indexing and Crawling)
On-site SEO primarily deals with your website content and other sections found on a page. Its primary focus is to signal the search engine crawlers so that they understand your content’s meaning and context.
Google, Bing, Yahoo or any other search engine, don’t read pages like humans, instead, scan data like machines.
At this stage you have the following to deal with, to shine in the eyes of the search engines:
- Title Optimization
- Website Structure
- Internal links
- Image SEO
- Content SEO
Once applied and followed correctly, on-site SEO improves the usability and credibility of a website or a blog.
Besides the alterations made by technical and on-site SEO, to occupy a top rank in the SERP(Search Engine Results Page), the left out option is practicing off-site SEO and its techniques.
Off-site SEO is synonymous to link building and a better way to promote a website that involves multiple methods and tactics.
Pages that are good sources appear at a high level in the list of the search crawlers and are indexed at the first place.
When a user hits a search, search engine algorithms(running in the backend) look into their index and try to find the best pages that can satisfy a quester’s intent.
One of the rigid factors determining a web page’s position in the displayed results is the count of incoming links.
Backlinks are a signal of trust and depending on where the links are coming from for they can significantly affect the ascending order of a website.
The links coming from well-known and trusted sites, positively affect your ranking. While paid links, links in article directories, link farms or links exchanged, violate Google guidelines and face Google Penalty.
Good content gets your website drive natural links which in lieu drives high rankings and more web traffic.
Technical SEO, as the name says, has nothing to do with the actual content of a website or with website’s promotional methods.
It is related to the settings you need to configure to make the job of search crawlers easier so that they can interpret and optimize your website.
It might be if you get your technical SEO applied correctly, there are chances not to deal with it repeatedly.
On the flipside, if you face troubles with its crawling and indexing features, it can negatively impact your site and its rankings.
Which SEO Hat To Wear?
Whether the role of a hero or to play the part of a villain, the pick is totally yours being an online marketer.
Marketers usually fall into a dilemma to choose one out of the white hat or black hat, in order to elevate their content marketing endeavors while they plan to outline their inbound marketing strategies.
1. Black Hat SEO and Why It Doesn’t Last Long?
Its the evil out of the two as it unfollows the internet rules and implements the below-mentioned rule breakers:
Involving irrelevant keywords in the content which has no real connection. It’s merely to bait search engines which are not acceptable.
Hiding some textual words or links within your content to enhance positioning, stands against web guidelines.
Adding white text on white background and set it to font zero are few visible means which don’t attract search engines.
This attempt aims to present amazing content to the visitors and want search engines to display their URL anyhow.
Such pages can be related to those fraudulent web pages full of keywords directing to some useless pages just to make search engine crawlers task easy, to find them.
When talking to bots, their instant reply sometimes includes one or two keywords. This is done again to improve ranking which is of no use to readers as well as search engines.
Black Hat strategies are risky, and their intensity can be detected sooner or later, resulting a website to pay penalties at last!
2. White Hat SEO and Why It’s Evergreen?
It is the option to choose when you want your business to have a permanent online presence abiding all the rules adequately. It applies the following tactics:
Use of effective keywords holds value as they redirect towards the relevant content that is searched. Identify and use those powerful words and phrases that people would seek to find you.
Prioritize your content quality and angle your focus towards two key aspects- share-worthy and link-worthy. Be clear, raw and relevant with your piece of information to be displayed.
Backlinks are the votes of trust those actually count for Google and others in the line. Sites linking to you at the rear end implies content’s originality and reaps the rank benefits after that. (considering both the good and bad links)
Appropriate Meta Descriptions
A meta description is the first point of reference those appear below the page title when a search is made. It is something that first connects your site to the user and is solely written for them.
It’s a good sign when you link your content to other deep-seated pages of your website. It shows you have more to acknowledge the customers that can be useful for them.
By wearing the white hat, your website possesses more visibility, thereby, showcasing quality content and natural link building.
SEO’s Vitality Score In Digital Marketing
Your website ranks high; your success comes along. Search engine’s ranking factors mean a lot in digital marketing.
It’s undeniable that gathering large user traffic to a website is a hard nut to crack; however, SEO techniques somehow ensure its probability.
SEO stands first on the list of significant factors required to validate the checklist of ranking and to uprise your brand and business.
Its a crucial part of the customer acquisition strategy that plays a significant role in digital marketing bringing great profits in parallel. Have a look at a few:
- SEO pulls in organic traffic
- It provides higher credibility
- Increases sales, leads, and ultimately your ROI
- Connects you and your services to the world
- It helps enhance customer attribution(touches)
- SEO has a robust statistics
- It’s more cost effective than paid advertising
- SEO helps to gain a great market share
- It improves your website’s click-through rate and time-on-site
- SEO hikes your website’s user experience, undoubtedly
SEO benefits won’t cease, and this proves that it is the smartest and effective marketing investment you can make.
As its results are permanent, why not to undergo an SEO Certification offered by enormous web courses and online institutions, beneficial for all whether a student, professional or an entrepreneur.
SEO specialization differentiates you on comparison with others and provides you with an upper hand to build a strong base capable enough of booming a carrier as well as a business.
Will SEO Ever Die?
You might have heard some buzzing statements saying SEO is dead or it will die soon.
Ever since SEO was born, people have been voicing that SEO exists no more. But the fact is it will nowhere be lost!
Fresh developments in the SEO industry, occurring year by year, causes skeptics to wonder about its future existence.
Google with its regular updates on search algorithms(like Panda, Penguin, Hummingbird and much more…) may change the SEO trends but will never let vanish the SEO disciplines and principles.
For short-term instant results, people have shown their drift towards PPC campaigns and Google Ads; however, SEO working better with time will give semantic outcomes useful in the long run.
Google is consistently making changes in search engines and these constant modifications in SEO strategies reveal that SEO is going nowhere and remains to be a crucial deciding factor.
SEO The Necessity
The typed searches are very much evident dealt effectively by SEO but what about the voice searches upfront?
With voice assistants making a sheer presence and enhancing their usability, search engines are more likely to use voice search as the trends change.
As more words are spoken in speech, long-tail keywords place significant importance in conversational search to show high ranked output.
While Google Now, Siri and Cortana put their best foot forward to deliver precisely what you verbally commanded, SEO’s presence is fixed hard in the digital world.
The search will continue as the people will continue to search. Real users will always have multiple ways to commit search, and that leads the way to search optimization.
So how can anybody raise questions on its future survival when it is showing evolutions in periodic intervals bringing the unexpected.
Today, we have IoT (Internet of Things) with us being effectively implemented in smart house automation, fire detection, vehicle tracking, etc.
This won’t mean that SEO steps back for these machines to navigate the web on their own, instead search engine optimization becomes vital for devices to find contextual hints fulfilling the intent of a user.
Internet searches performed will never disappear, they will continue to skyrocket the web traffic, the difference being only the source from where they will be attempted will change (from watches, cars, appliances and a lot more devices).
The automated machines are actually minimizing the human effort thus, following their purposed motive. They aren’t replacing the internet and searches, instead, are adding value to these.
The Last Say
The applied marketing ways, irrespective of the type of marketing, prove to be worthwhile if they provide the most helpful information to the customers, and ultimately, compel them to opt for your products and services.
The search queries made on Google are answered adequately, portraying the top sites(you can be one of those) on its first page with SEO’s help, executing result-driven algorithms at the backend.
Remember, nobody navigates Page 2. So, make strong use of SEO and its tactics to rank high on Page 1 of all search engines following the pre-defined guidelines opening the doors of success for your site.