Are you asking yourself, “why is SEO important in a digital marketing strategy?” Most business owners know that staying competitive and relevant in the market means being aware of the latest trends. Adding technology and social media to the mix also means staying on top of the endless updates and changes to social media algorithms. That alone is a lot for a business owner to manage, so why worry about SEO? Why is SEO important in a digital marketing strategy when there is social media?
Is SEO Important in a Digital Marketing Strategy?
SEO, or Search Engine Optimization, is a vital marketing tool in the digital age. While it might sound intimidating at first, it’s exactly what it sounds like – optimizing content so that search engines can index your content in relevant search results. With over 5.6 billion Google searches happening every single day, SEO is a crucial element in any digital marketing strategy because it makes your site more visible to the millions of users online. More traffic means more opportunities to convert prospects into customers.
How SEO works
There is a massive amount of data being created online each day. Just Google, Amazon, Microsoft, and Facebook alone has an estimated 1,200 petabytes. That’s over 250,000 standard definition movies. There is simply no way that humans could manually scour through the internet and sort all the content for every single possible search queries that could happen. That’s where search engines come in.
- Crawling: Search engines are text-driven, and it all starts with a Crawler or Spider. This is a piece of software that crawls through webpage content. There is a limit to what crawlers can go through. It cannot crawl images, password-protected pages, and directories. These types of content will not be indexed.
- Indexing: After crawling through content, the crawler stores the indexed page in a giant database. That data can be retrieved by entering a related search or keyword.
- Searching: Now that data has been crawled and indexed, it is up to a user to initiate a search. With every search query, search engines analyze the keywords on indexed pages and compare it to what is searched. Since there is so much content on the Internet, search engines use algorithms to measure their relevancy of a search result.
- Algorithms: There are three search algorithms: on-site, off-site, and whole-site algorithms. Each type looks at different elements of the webpage, from meta tags and title takes to keyword density and links. They are all part of a much larger algorithm that helps search engines deliver the best possible results for a search query.
What are the elements of SEO in a digital strategy?
While Google is the most widely used search engine around these days, there are others, including Yahoo, Bing, and DuckDuckGo. The beauty of SEO is that it is a long-term marketing strategy. Whereas a single social media post has a lifespan of a few hours to a few days, SEP results grow over time. So what are some of the elements of SEO?
Just about any business owner or blogger who is starting to consider implementing SEO strategies has heard of “keywords,” which are the phrases and words in your content that make it possible for users to find your site via search engines. In other words, they are the ideas or topics your content is about. A piece of content that is well optimized for search engines will include words or phrases that a person will enter into search queries. While it may seem simple enough, you can’t just start throwing keywords into any piece of content. Carefully choosing well-researched keywords is important for SEO and your digital marketing strategy.
Content comes in a variety of forms, including videos, blog posts, social media posts, podcasts, and local listings. Nowadays, today’s content must not only be interesting and engaging, but educational as well. Let’s face it. A search engine’s job is to retrieve relevant results, which means it is looking for quality content. Content is what drives traffic to your website, helping your site rank higher in search engine results. Quality content also helps generate backlinks, which is part of off-page SEO.
SEO happens outside of what is on your website as well through off-page SEO, or the measures taken externally from a website to improve its position in search engines. This includes link building and website promotion, which increases the authority of your domain.
How SEO helps your digital marketing strategy
While traffic can come from social media and paid advertising, the majority of online traffic is driven by search engines. To compete as a modern business in the digital age, it’s crucial to understand why SEO is in a digital marketing strategy.
SEO helps increase visibility and rankings
Your site’s visibility is related to its rankings. The higher you rank on a search engine result page (SERP), the more likely a prospect will click through to your site. Think about it. How often do you go to page 10 of a Google search result to find what you’re looking for? In fact, a quarter of web users never click past the first page of results.
SEO helps increase the authority
When you think about it, consumers are not diving deep into SERPs because it’s inconvenient; it’s because the first page usually has results that feature websites with high authority. Having a website with high authority means that your site is seen as trustworthy and relevant, even to users who might not have even heard of your brand before.
SEO is important for web traffic
One of the main goals of SEO is to increase authority, visibility, and rankings to see an increase in web traffic. The more visibility your website gets on a search engine, the more likely it is to rank. When your website ranks high, a prospective customer is likely to stumble upon your product or service. Finally, if the prospective consumer is converted into a satisfied customer, your site will be seen as trustworthy and relevant to other prospects interested in what you have to offer.
SEO is important in a digital marketing strategy
SEO is a long term digital marketing plan that can yield great results. Not everyone is on Facebook or Instagram, but just about every online user utilizes some sort of search engine to find the product or service they are looking for. SEO helps fill in the gaps in your digital marketing strategy when it comes to reaching prospective customers on all platforms.
Do you need a results-driven digital marketing agency to put together an SEO campaign for your digital marketing strategy? Contact Clicta Digital Agency today for a free consultation!