Search Engine Optimization can help you with your company's overall digital marketing strategy, if your goals are to promote your site, increase its traffic and ultimately, boost sales.
To understand what SEO marketing is, let's first look at what Search Engine Optimization (SEO) is.
What is SEO (Search Engine Optimization)
Search Engine Optimization or SEO is called the process of optimizing your website in order to increase its visibility and improve its ranking in search engine results (e.g. Google, Bing, etc.).
So, for example, if you are active in e-commerce and a user searches for the products you sell in a search engine, it is more likely that your business will appear higher in the SERPs.
Main pillars of SEO: On-Page SEO & Off-Page SEO
And after seeing what SEO is, it's time to look at its two main pillars: On-Page SEO or On-Site SEO and Off-Page or Off-Site SEO.
On-Page refers to SEO techniques performed on a website. Such techniques may be to improve elements such as the content or HTML code of the site.
On the other hand, Off-Page SEO refers to practices that are not implemented on your website. Specifically, Off-Page techniques are related to building links (link building) to your website. These links (backlinks) exist on other websites or social media and are perceived as vote of confidence for your website by google.
How SEO works
After what is the SEO of a website and its main pillars, let's understand how exactly the optimization of websites for search engines works.
It all starts with users typing in searches. They use specific keywords in their attempt to find what they are looking for (a product, information, etc.).
And that's when the search engines take over.
Search Engines - Rankings
So, when a user types or speaks a search (voice search), the search engines put their bots or spiders into operation.
The "spiders" of the search engine go from page to page following the links, in order to collect information related to the user's search (crawling).
The bots store the results in a huge database (indexing), from which they extract each time the most useful and relevant content that they think matches the given search.
The last thing the search engines do is deliver the results and rank them. This is done with the help of algorithms, which take into account hundreds of factors, in order to determine the order in which the results will appear.
The goal of SEO optimization is to rank your website as high as possible in the search results.
Domain Rating (DR) and URL Rating (UR)
Your ranking is affected by many factors, two of which are the authority of your domain (Domain Rating) and the authority of a specific page (URL Rating).
Domain Rating (DR) is a score that calculates your website’s perceived “authority” in Google’s eyes , while URL Rating (UR) is the same metric but for a specific page.
You can check the authority of your domain and pages with an SEO checker tool, such as Ahref's, which developed these metrics.
Why you should include SEO in your marketing strategy in 2022
Based on the above, it is certainly better understood that the digital marketing of your business will benefit if it includes an SEO strategy to promote your website.
And for even better results, the combination of SEO with content marketing is essential. If you want to know more about what content marketing is, read our related article.
Promoting websites and improving their rankings with the help of SEO offers great benefits to businesses that integrate it into their overall marketing strategy.
Let's see more specifically why it is worth including SEO in your overall strategy.
Improve your ranking and show up to your audience
If you've done good SEO, it's extremely likely that user searches will show your website higher in the results.
This will make it easier for your audience to find what they want and attract them to your page.
Increase your organic traffic
SEO on Google and other search engines will also allow you to increase organic (unpaid) traffic to your site.
Higher positions in search results will lead to more users clicking on your page, increasing its traffic.
Improve the conversion rate of your site
Matching user searches with the content of your website and its subsequent appearance in the results means that the audience you are reaching is the right one for you.
Since users are more likely to visit your site, they are more likely to perform some desired action (conversion), such as a purchase, filling in contact information, etc.
So, you will be closer to converting your visitors into customers.
Build relationships of trust
Most users tend to trust organic SEO results more than paid ads on SERPs.
So, with the help of great SEO, people will trust and value you more. And building trust with your audience is invaluable to your business.
You can generally attempt to implement SEO yourself, for example by reading articles or watching videos about SEO for beginners.
However, if you want certain and more reliable results, it is advisable to work with an SEO company, a professional SEO marketer or SEO Specialist.
We hope we've helped you understand what Search Engine Optimization (SEO) is, how it works, and why it deserves to be one of your marketing strategies already.
If you want to improve the SEO of your website to get more visitors, we will be happy to contact us.