Search engine optimization is, for a number of reasons, an integral part of any digital marketing campaign. A majority of consumers look for businesses online, which is why making digital marketing a priority is so important. Starting with what SEO actually is, here’s why it’s so vital to your digital marketing campaign.
Why is SEO Important in Digital Marketing
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What is SEO?
Search engine optimization is a means of improving your “organic” or “earned” rank in a search engine, as opposed to SEM, in which the highest bidder on a particular search term gets the top spot. The two main elements of SEO are authority and relevance. Improving the authority of your site makes your site, content, and therefore your company appear more trustworthy and earns you links. The relevancy of your site means using key terms, and shaping your content, to appeal to a particular search audience.
Improve Your Rank and Generate Traffic
The primary goal of SEO is to move your site up in a search engine’s results. Most consumers, when searching for a business online, won’t look past the first few pages of results, so having your site in these first few results is highly beneficial. On page SEO is the keywords you use on your own website making it “search engine friendly”, meaning your site is a relevant result when those keywords are searched.
Off page SEO involves building links and promoting your site on other pages. These incoming links have two benefits. Firstly that search engine rank is greatly improved by the number of incoming links - the number of times other, well-known, trusted sites links to you. Second, having a relevant link included in quality content will increase click-through traffic to your site.
SEO and Content Marketing
Content marketing is frequently considered an alternative to, or competitor of SEO, but using the two together effectively is the key to a good marketing strategy. Quality content on its own may not be effective if you can’t generate traffic to your site. SEO is what will bring a relevant, interested audience to your site.
Making SEO a priority in your digital marketing strategy is a smart move for any business. It’s a budget-friendly option that can be adapted by location and to the size of your company. Apart from making your site easy for customers to find, it will also generate traffic through other sites and ensure your site is correctly indexed in a search engine.