Search engine optimisation or SEO is optimising the website to make its presence wider on search engines like Google, Bing, and Yahoo. SEO involves making use of backlinks, keywords, quality content and other technical adjustments to make it rank higher among its competitors.
So, if you are new and looking for an easy way to understand the basics of SEO, don’t worry we’ve got you covered. Here is the beginner’s guide to successful SEO.
Understanding SEO in Digital Marketing: Introduction
SEO has made its mark in digital marketing because it increases the organic traffic without indulging in paid ads by optimising the website, the content and even changes in the technical aspect.
It is important to understand how search engines work to optimise websites using SEO in order to widen the presence of a website. Search engines like Google – works in a three step process. Crawling, Indexing and Ranking
Crawling – It is the process where the (crawlers or spiders) of search engine scan the internet to see if there has been any update in any web page, image, content or blog. The website or the content must not have a broken link or must not be blocked for the crawlers to scan it without any obstruction.
Indexing – It is the 2nd step after the page is crawled, the search engine then analyse the content, the keywords, the backlinks and save the data in the indexes. This step is where the search engine reads the content and thus becomes significant because the relevant the content, better would be the ranking of the website. Optimising the page through headings, Meta data, content would index the page better.
Ranking – It determines where the website or a web page would appear in the search engine. The ranking ensures the presence of the page, the higher the ranking, the better the SEO of the page. Factors include keywords, backlinks, page speed, mobile-friendliness, and user experience.
Types of SEO in Digital Marketing
There are multiple types of SEO that needed to be paid attention to, to enhance the ranking of the page.
- · On-Page SEO (Content, Keywords, Meta Tags, URL Structure)
- · Off-Page SEO (Backlinks, Social Signals, Brand Mentions)
- · Technical SEO (Site Speed, Mobile Friendliness, Schema Markup)
- · Local SEO (Google My Business, Reviews, Local Citations)
Let’s move on to the depth of the SEO to know more about it
Significance of the Keywords
Keywords lay the foundation of the SEO because through these keywords, certain is found. The search volume (popularity) of the keyword allows the search engine to find the content and ranks it higher on the search engine. This leads to the increase in the traffic of the website, blog or any content.
There are two main types of keywords
Short tail – usually 1-2 words long, generating more traffic but has lesser conversion rates.
Long tail – More than 3 words, generating less traffic but has more conversion rate.
The SEO specialist must strategise to use both top their advantage because while former will bring faster clicks, the latter will ultimately decide the ranking and targeted traffic.
There are multiple platforms/ tools which are used for keyword research
Google Keyword Planner – Free tool for finding keyword ideas & search volume.
Ahrefs – Advanced tool for keyword analysis, competitor research & backlinks.
SEMrush – All-in-one SEO tool with keyword difficulty & competitor tracking.
Ubersuggest – Budget-friendly option with keyword suggestions & traffic insights.
AnswerThePublic – Helps find question-based long-tail keywords.
Understanding SEO in Digital Marketing: The guide to choose the right Keyword
- Identify your content – Identify whether your content is for commercial purposes, informational or transactional.
- Utilising the tools – Make use of aforementioned tools to check the search volume. Higher search volume means more traffic but more competition.
- Ranking – The ranking of a certain website depends on the utilisation of appropriate keywords. SEO tools can be used to understand how hard it is for the keywords to get ranked.
- Competition – check the competitor’s keywords and it can help understand what is trending.
- Long tail keywords – Usage of long tail keywords increase the conversion rates.
SEO in Digital Marketing: Best Practices
Certain practices enhance the SEO so that it benefits your website/blog. These practices would improve your ranking and also increase organic traffic.
On page SEO – optimising title tags, meta description. Better header tags for sophisticated content structure, Image optimisation is necessary to engage more with the viewers. The most important is the reader engaging/friendly content.
Off page SEO – The importance of backlinks, building high-quality backlinks is a necessary practice to garner more traffic to your blog, Guest blogging and Social media’s role in SEO are the new ways to optimise your website for wider presence.
Technical SEO Essentials – Site speed optimization (Core Web Vitals), Mobile-friendliness and responsive design, XML sitemaps and robots.txt, Fixing broken links is necessary becaue broken links disrupt the traffic.
Common SEO Mistakes to Avoid
- Avoid Keyword stuffing – Many users who are new to SEO make this mistake. While it is important for the keyword to appear in the blog. The stuffing makes the blog rank down and lose the readers.
- Duplicate content – Relevant and original content is the only way which would widen the presence of your blog in the long run. Search engines batter down the content which is duplicate or copied.
- Ignoring mobile optimisation – Mobile optimisation is one of the easier ways you can assure that your content is user friendly and reaching larger audience.
- Not updating outdated content – The secret to remain at top in search engine ranking is to constantly update the content. The relevance must be maintained throughout.
Conclusion
SEO marketing has left traditional marketing way behind because not only it is the need to survive in the modern times but also because of its efficiency, user friendliness. In the digital world, the business houses has to leave their mark digitally which can be best done via SEO.
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