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How Does SEO Work in Digital Marketing?

digital marketing	search engine optimization

Are you just getting started with SEO? Perhaps you’ve heard that SEO can boost your website’s ranks and increase traffic, but you’re not quite clear how it works or what areas to concentrate on. You’re in the correct spot, I suppose. Discover what every digital marketer needs to know about SEO by reading on.

Search Engine Optimisation (SEO) Definition

To begin, let’s state the obvious: What precisely is SEO? Search engine optimisation, or SEO, is the technique of obtaining visitors via unpaid, editorial, organic, or natural search results in search engines. 

It seeks to raise the position of your website in search results pages. Keep in mind that more individuals will see a website the higher it appears on the list.

Numerous diverse tasks go into effective SEO, including:

  • Finding appropriate terms with high potential for search traffic
  • Creating valuable material of the highest calibre and optimising it for both consumers and search engines
  • Including pertinent links from reputable websites
  • Evaluating the outcomes

Search Engine Differences Between Paid And Organic

It’s critical that you recognise the distinctions between sponsored search and organic, natural search, sometimes known as SEO. There are five significant variations:


The top of search engine results pages for sponsored search results are shown, while those for organic results are displayed below them.


Time is another important distinction between sponsored and organic search. While results from organic search can take weeks, months, or even years to appear, results from sponsored search may occasionally be obtained in as little as a few minutes. Therefore, with organic search, you must play the medium- to long-term game.


As the term implies, paid search traffic is compensated when it comes to payment. You pay for each click (PPC) based on the cost per click (CPC). This implies that each time a person clicks on your advertisement, you get charged. Consequently, you purchase traffic for your page by paying Google to display your ad when a visitor searches for your term, as opposed to depending on organic traffic to your website. Although it does involve a time and resource commitment, traffic for organic search is free.


Paid search makes it much simpler to calculate the return on investment, or ROI. That’s partially because Google offers additional keyword information that Google Analytics can collect. The ROI of sponsored search, however, may stagnate or even decrease with time. ROI for organic search is a little bit more difficult to quantify, although it often gets better with time. Organic search may provide a very excellent return on investment over the long run.

Portion Of Traffic

Approximately 20% to 30% of searchers click on sponsored results, whereas 70% to 80% of searchers click on SEO results when it comes to traffic sharing. Therefore, organic results get a majority of clicks.

Comparisons Between Organic And Sponsored Search

There are parallels between sponsored and organic search as well as differences:

  • Keyword analysis. Both sponsored and unpaid searches are conducted using a search engine, and for both, a user must input a term. Therefore, you must do keyword research for both paid and organic search.
  • Page landings. You need to construct landing pages for both categories of search. The landing page must be linked to your website for SEO purposes. It might be the exact same landing page you use for organic search for sponsored search, or it can be a whole different standalone page that lives outside of your website.
  • Traffic. Both sponsored and organic search have the primary objective of generating traffic. Most essential, user intent is included in both sponsored and organic search traffic. That is, when someone searches on Google for information or asks a question, they are acting actively and are thus more likely to act on the information they discover.

The Three SEO Pillars

Knowing how to get your brand, website, or business noticed by searchers is a basic competency for digital marketers, and keeping up with SEO changes will keep you at the top of your game. Although SEO is always changing in tiny ways, its core principles remain constant. We may divide SEO into three main pillars or components that you must be aware of and practise regularly:

  • Technical optimisation is the process of finishing tasks on your website that aren’t directly linked to content but are intended to boost SEO. Behind the scenes activities are frequent.
  • On-Page Optimisation: On-Page Optimisation is the procedure you employ to make sure the material on your site is relevant and offers a wonderful user experience. A content management system may help you do this, which includes choosing the appropriate keywords to target inside your material. Content management systems like WordPress, Wix, Drupal, Joomla, Magento, Shopify, and Expression Engine are typical examples.
  • Off-page Optimisation: Off-Page Optimisation is the process of raising your site’s ranks in search engines by engaging in activities outside of it. Backlinks, which assist to establish the site’s reputation, are a major factor in this.

How Exactly Do Search Engines Operate?

When someone has a question and wants to look for the answer online, they utilise search engines. Search engine algorithms are computer programmes that sift through data to provide users with the precise results they want. To identify websites and choose which ones to rank for a particular term, search engines use algorithms. In order to find information, search engines go through three stages: crawling, indexing, and ranking. Crawling is the discovery stage; indexing, the filing stage; and ranking, the retrieval stage.

Initially, crawling

Crawling is the first action. Web crawlers are sent out by search engines to discover new sites and collect data about them. These web crawlers are sometimes known as robots or spiders. Their aim is to find new web sites that are available and to often check previously viewed pages to determine whether the material has changed or been updated.

Search engines use links they’ve previously found to crawl web pages. When a search engine searches your homepage, it will hunt for another link to follow and may follow the link to your new blog post if you have a blog post that is connected from there.

Next, indexing

The indexing process comes next. A search engine determines whether or not to utilise the material it has crawled throughout the indexing process. A search engine will include a crawled web page in its index if it determines that it is worthy. At the end of the ranking process, this index is employed. A web page or other piece of material that has been indexed is filed and saved in a database so that it may be accessed later. Most websites that provide distinctive and quality information are indexed. A website might be excluded from the index if:

  • Its contents are regarded as duplicates.
  • Its material is regarded as being of poor quality or spam.
  • No one could crawl over it.
  • There were no outside connections to the page or domain.

3rd Step: Ranking

Ranking comes as the third and ultimately most crucial phase. Only once crawling and indexing are finished can ranking take place. Your website may be ranked after a search engine has crawled and indexed it.

More than 200 ranking factors are used by search engines to categorise and rank material, and they all fall under one of the three SEO pillars: technical, on-page, or off-page optimisation. Search engines employ a variety of signals to determine how to rank web sites, as follows:

  • Presence of keywords in the title tag Whether or not the term or a synonym was used on the page and in the title tag
  • Web page loading time – Whether the website is mobile-friendly and loads fast
  • Website reputation refers to how well-regarded the web page and website are for the subject being searched for.

Results Arranging And Rating

The Google Hummingbird primary search algorithm is in charge of selecting the rankings and order of search engine results.

Additionally, Google uses RankBrain, a machine-learning search engine sub-algorithm:

  • RankBrain utilises artificial intelligence to link unfamiliar words and phrases to similar search requests in order to better comprehend them.
  • By transforming keywords into well-known themes and ideas, it enables Google to comprehend these enquiries, enabling it to provide better search engine results—even for unique searches.
  • Websites that satisfy users and provide the expected results are rewarded by RankBrain rather than those that try to rank as the best keyword-optimized result.

Maximising The Potential Of Rankbrain

An effective SEO plan entails optimising your website to increase user pleasure and experience as well as to make the most of the RankBrain ranking element.

The three best methods for doing this are as follows:

  • Focus on medium-tail keywords, which are those with two to three words.
  • Create clickable page names and descriptions to increase the likelihood that people will click on your listing while searching. The proportion of individuals who find you on Google and then click over to your website is known as the click-through rate.
  • Increase dwell time (the amount of time visitors remain on the page) and decrease bounce rate (the proportion of visitors who depart after reading only one page) by optimising content.

The top three ranking criteria used by Google are:

  • Links
  • Content 
  • RankBrain

Defining SEO Goals

Any SEO plan must include setting SEO goals. Setting SEO goals and coordinating them with your entire company objectives is crucial because: They promote support from critical stakeholders.

They assist you in developing your SEO plan.

Goals are fulfilled thanks to them.

What ought to be measured?

Setting goals may seem like a cumbersome process, but over the long run, tracking your success will be quite beneficial for your SEO. What kind of things ought you to measure, then?

Think about measuring:

  • Keywords
  • Flow Market Share
  • Brand recognition
  • Generating leads
  • Reputation
  • E-commerce

A Few Examples Of SEO Goals

Here are three SEO objective examples that may be utilised as a model for developing relevant goals for your own company or website:

  • Within nine months, get 50% of our top 20 keywords on Google’s first page. Ranking for keywords is the emphasis of this aim.
  • Improve our organic traffic year over year by 20% in the third quarter and by 25% in the fourth quarter. This goal focuses on boosting natural website traffic.

“In the upcoming fiscal year, increase our SEO market share from 3% to 5%.” This goal is to increase market share.

Establishing Goals For Various Company Kinds

Depending on whether your company is transactional or informative, the goals you set will be different.

Set your targets around measuring sales and lead conversions if your firm is transactional and has an online component. If your website is a business non-ecommerce one, you should concentrate on lead creation.

If your company is in the information industry, you are more likely to create goals that emphasise website traffic or brand recognition.

Finally, keep in mind that SEO is never completed, even when you have completely executed your approach. When it comes to SEO, you may need to switch up your strategy in the middle of the process and wait to see the final results. However, with a strong SEO foundation in place, some patience, and a better user experience for clients, the advantages of your SEO approach should become obvious. This will increase conversions for your company.

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