Ways SEO is Used in Digital Marketing
You may have heard countless times that search engine optimization is a useful digital marketing tool. Even though you have a basic understanding of what it entails, you may still lack a solid grip on this complex and diverse field. SEO is made up of several elements.
Understanding what they are and how they function is key to understanding why SEO is so vital. In recent years, SEO techniques have significantly revolved. Google’s search engine is getting more powerful and smarter with time.
Ideally, the better Google is getting at displaying queries within the SERP, the more money it makes. As a digital marketer, this means you need to work extra hard and create better content and faster pages. In this post, we’ve broken down how SEO is used in digital marketing and why you should incorporate SEO into your marketing strategy.
- Content Marketing
So, why is SEO vital in online marketing? Without incorporating SEO into an online marketing strategy, your audience will not find what your brand offers. Remember: content plays a crucial role in our digital marketing business and SEO. By taking advantage of SEO data and making it a factor in content marketing strategies, a website will increase keyword rankings. Additionally, this also increases your site’s ranking on SERPs. Ideally, SEO is about using content and optimizing it for search. This helps web users get what they’re searching for faster. Also, content marketing involves creating unique and engaging content that goes back to the audience’s queries.
- Website Speed
A few years ago, Google realized that performance factors like site speed were vital for users and hence added it as a ranking factor. This means that site speed can make or break your site’s performance in search engine results. However, Google has launched a variety of SEO tools to improve website performance. One essential tool is Page Speed Insights that helps developers refine site performance. Ideally, Google’s search engine wants your site to load faster than it is currently doing. But how fast, you may ask? Google recommends keeping it under 3 seconds. Increasing your site speed will improve organic performance as well as increase conversions.
- Business Strategy
Since SEO impacts your marketing efforts, it can also guide your business strategy as search data provides customer behavior information. Ideally, any business’s primary role is to understand what their customers want and are searching for and offer them exactly. With SEO, this provides an impartial view into the minds of target customers. Using customer data can also inform other business decisions like product marketing and localized messaging. Additionally, these insights provide the general direction a business should follow to keep up with its clients.
- Site User Experience
Having a smooth user experience of your website will increase your ranking by search engines. This is also something Google always reminds businesses looking to market themselves through digital marketing. Google wants its users to discover top-quality content. This, in turn, means they prioritize websites that create engaging content and web pages with this goal in mind. Additionally, you should also focus on users who visit your site through mobile devices. If a web user has a poor experience on a mobile device, they might leave your website and maybe switch to your competitors.
- On-Page and Off-Page Optimization
On-page optimization is an SEO method used to increase visibility and user traffic on a website. It involves some activities which make a site friendly to search engines. On-page optimization applies some techniques such as having a substantial density of Meta keywords and keywords to improve your site rankings. On the other hand, off-page optimization is about link building and site promotion. It includes the techniques used in making physical changes in websites. When using external and internal links, go for high-ranking and reputable sites. This aspect is vital since paid links hurt search engine results.
- Remarketing
With remarketing, you can reach people who have visited your site in the past – every digital marketer knows this. By incorporating SEO efforts with remarketing, you can create a “push” that helps users make the buying decision. However, the efficiency of this “push” varies with your niche and pricing levels. Some good examples for this include discounts and offers, case studies, and product descriptions (gives a user a clear picture of your products, e.g., videos). You can try remarketing with Facebook or Adwords.
Remember: SEO is not static and is a continuous process. As online customer behavior changes, search engines are also coming up with new policies every day. You need to think about your audience, preferences, and website usability, even with such changes. With a good marketing strategy and a balanced SEO, your business will succeed in getting noticed by potential audiences.