What is SEO in digital marketing?


SEO is one of the building blocks of digital marketing, and its importance is only increasing day by day. It’s one of the most sought-after skills in digital marketing. Every new website and blog needs high rankings, and SEO is the gateway to that.

With increasing competition in the digital market, there is always a constant need to improve SEO techniques. But, to learn advanced-level skills, you must first familiarize yourself with the basics of SEO. By knowing these basics, you can build a substantial tower of understanding with time.

SEO aims to rank a website or blog higher so that more and more people can reach it. This increases the traffic to the website, and as a result, revenue generation goes up. That’s why SEO is so important in digital marketing.

In this article, we’ll learn some of the basics of SEO. In the future articles of this guide about SEO, we’ll explore it in more detail.

So, let’s get started then.

What is SEO in digital marketing?


The process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.

SEO aims to increase the number of visitors to the website. The purpose is to increase the organic traffic: people coming to the website without paid promotions. Here, search engine optimization helps a great deal.

The name suggests some machine optimization and technical task. Well, the idea behind SEO is basically to make it people-friendly. To make it more accessible to people. Search engines are intelligent and know what people are searching for and reward people with more helpful content.

Important elements of SEO

One needs to understand search engine optimization in a broad range to excel in the field and know the importance of its elements. These are necessities for anyone who writes from the SEO perspective to draw the benefits of SEO for their website.

So, let us discuss in detail-

  • Keyword Research

Keyword Research is finding the words that people search and enter them into the search engines. A few years back, keywords were the only trick that was used for promotion and SEO. With time changing, keywords are now picked up very smartly and used effectively to maximize the most benefits. So, there are keyword research tools available that show the volume of the keywords. To find out the right keyword, the keyword should have low competition and high search volume. Selecting the right long-tail, short-tail, and local keywords can make your content rich and prominent in search engine results. The keywords that are chosen can be inserted into the URLs and titles of the content too.

  • Rich Content

Imagine visiting a site having great photos and videos but not accurate information? This is very degrading as you won’t find the information about the service or product you have been looking for on that website. Content is always known to be the king of SEO, and that is where you need to cover all the keywords and explain all the details. Users find it beneficial to read the written content. Try to keep your website updated with all the latest information on your website. This will help you to draw visitors to your website and change bring more organic traffic to it.

  • Regional SEO

Working on local SEO is the best way to gather information about companies and brands if your business is limited to a limited area or in a specific region. Local SEO has Google My Business (GMB), directory listings, creates location specific for the website, and creates a page for Google My Business (GMB), Google+, and Google Maps. This is where one finds your website’s physical address, contact number, and email so that people find it convenient to reach your company through your website.

  • SEO for other countries

If you find that you are receiving high traffic from other countries, then it’s time that you drive your hands on international SEO. For that purpose, you need to optimize your website to make search engines find your website and the countries and their languages you were marketing for your website. So, you need to plan and develop your website into an international one that can specify your targeted country’s query results and provide a user-friendly global URL. Using their regional and national language helps you make a strong relation for your products and services.

On-Page SEO

This happens for on-page SEO; the keywords searched for on-page SEO refer to the analysis of a specific niche. Some significant on-page SEO elements include meta description, title tag, header tag, image optimization, content optimization, and keyword research. This provides a considerable impact on SERPs.

Off-Page SEO

When talking about off-page SEO, it works for the website away from your website. This SEO includes generating backlinks, infographics, and guest posts.

Difference between SEO and SEM

The Most Important Part of the entire content…!!!

We have already discussed how SEO works, and now we will compare it with another term. So, when we are comparing SEO to SEM, we use both these terms differently. It depends on the budget that you decide to invest. Both times provide high visibility and expansion for your online business.

YOU PROMOTE YOUR WEBSITE through SEO (Search engine optimization) by optimizing it to get organic traffic for your results. You can upgrade your website through SEO, but it will take up to a month or two and a proper amount to spend on the promotion.

On the contrary, SEM (Search engine marketing) takes these paid search strategies to appear on the search results. The SEM also gets visibility from organic traffic too. SEM includes PPC (Pay per click), Google Ads, Google Ads Lead Generation.

Types of SEO in digital marketing

There are good practices, and there are shady areas that people use. While shortcuts are not inherently wrong, the ones against fair practices only give you short-term results at best. The good thing to do is to produce quality content and do proper SEO.

In this section, we’ll define good and bad SEO practices.

Black-hat SEO in digital marketing

Black-hat SEO consists of immoral and unethical practices, also called spamdexing. Some of the examples of black-hat SEO techniques include:

  • Creating spam links
  • Keyword stuffing in the content.
  • Paid links
  • Redirect links to irrelevant content
  • Low-quality content
  • Irrelevant content

It can have dire consequences for the website and digital businesses. Google has clear guidelines for good and bad practices, and any violation can result in your website being penalized.

White-hat SEO

White page SEO is all about good practices and quality content. It contains relevant keywords in the content, relevancy of content, proper content formation, easy accessibility of the website, etc. it is also about creating legitimate backlinks through guest posts.

The aim is to provide the best quality content to the users who come to your website. This reflects in time spent by visitors on your website, and Google takes account of that. Relevant and valuable content will decrease your bounce rate.

Our recommendation always uses legitimate ways to promote your website and content. Create valuable and exciting content, work hard, and find creative ways to capture your audience’s attention. This will be extremely useful in the long term.

On-page SEO

When people search on the internet, they use keywords. These keywords are specific words that pertain to the product, service, or information. For example, if someone wants to buy shoes, they search for different kinds of shoes. These types depend on sizes, colors, gender, etc. these become our keywords.

Similarly, when they need information about a particular topic, they search for key terms related to that information. These key terms are also our keywords. You can find these keywords through different tools. These tools tell you what people are searching for in a specific subject.

On-page SEO then is to add all those key terms into your content. When someone searches for something related to your niche, and if you’ve added the keywords correctly, Google will give your content a priority display on its index page.

Off-page SEO

Off-page SEO is all about increasing the authority of the website. By that, we mean the trust factor that people have for your website. There is less spam on your website with high domain authority, and people think it is precious. With low domain authority, your website is weak.

Unlike on-page SEO, off-page SEO works outside the website. You need to increase the rank of the website through different techniques, including:

  • Link building from other websites
  • Social media marketing
  • Influencers marketing
  • Affiliate programs

There are other ways that we’ll discuss in detail later. The basic theme is to increase your website’s off-page presence and content that links back to your website. This will improve SEO rankings.

Technical SEO

This is another type of SEO that falls under on-site SEO techniques. It is slightly different from on-page SEO as it improves the rankings through indirect methods. Such as improving the website speed, accessibility, reach, and interface.

This technique aims to facilitate the visitor to stay at the site more and may come back again. If your website is slow, for example, people would not want to revisit it. There is not much time when it comes to the internet. There are too many alternatives available.

Improving a site’s outlook and performance, people will want to be there for a much longer time, increasing the rankings.

Local SEO

If you’re opening a coffee shop in your neighborhood, would you like to promote it in another continent? Of course not. That’s because no one is coming from Africa to buy your coffee. You’d focus more on your neighboring areas from where your customers will come.

Local SEO is, therefore, a type where you only target a small area. For example, you can add keywords like “coffee store near me” or “best coffee in Manhattan” to make it more locally oriented. Some people also call it a local SEO if only a tiny portion of the population is targeted or only specific demographics are addressed. In most cases, a locally produced product or a service is our promotional content for local SEO.

National SEO in digital marketing

National SEO is true to its name. It’s the type where you only target your own country’s population. This type of SEO is needed when your product or service is limited to your own country only. For example, car manufacturing companies make many vehicles for a specific country. They use national SEO.

Similarly, you might have a service that is only available in your country. This makes it useless to have your content reach another country. As an example, your health care system is not accessible to anyone other than your fellow citizens. So you would only convey your information to them.

For this type, the keywords usually contain a country’s or state’s names along with desired services.

International SEO in digital marketing

Most of the SEO that we use in digital marketing is international SEO. That’s because the internet’s reach is global, and you want the maximum number of people to see your content. Especially when you’re working on content in the English language, and your service or product is digital, and you want a global audience.

In international SEO, you cannot use any local words. Most of the keywords are universal and pertain to quality, characteristics, or product or service type. There is no mention of any specific areas in the keywords unless it’s necessary. For international SEO, your horizon is unlimited.

Mobile SEO in digital marketing

Cell phones are becoming the new default devices, and people are switching to mobiles rapidly. This makes it imperative to make your website mobile-friendly. This is done through mobile SEO.

There are different aspects of mobile SEO that are continuously evolving day by day. One of these is voice search. Search engines now rank the websites that are good at manual search as well as voice search.

Make sure your website is mobile-friendly, the pages are accessible completely on all mobile devices, and your content shows well. Without these, your website will rank lower on the mobile search index, and you’ll miss out on a lot of traffic.

How Important is SEO for your online business?

Using modern terms of marketing and promotion for the website is highly required for your website. If you do not hire any SEO service, your service will land nowhere.


Because SEO does the following to your website-

  • More Visibility

The main benefit of applying SEO techniques is that it grows your website’s visibility and brings visitors to your website. The searchers find their answers on your website. When your website has good visibility, the ranking also increases. If your website has a higher ranking, the customers will visit, and there will be more clicks and more visitors. This happens when you have done proper SEO.

  • More traffic

One of the reasons for high traffic is due to proper SEO—the traffic increase due to visibility, and thus, the ranking increases. So, if you want to gain more visitors via search engines, you should apply SEO strategies that help your website stay at the top of the search engines.

  • Increases trust among readers

The term authority is in use widely now a day in SEO. The term stands for Page Authority and Domain Authority. The higher the domain and page authority of your website, the higher it makes your website trustworthy. Hence, it would be best to increase your website’s authority, make your site rank higher, and increase the number of visitors to your site. The websites having high authority increase the trust among readers of your website.

  • Better User Experience

A better user experience will drag more visitors to your website. When you publish quality content and optimize them with on-page and off-page SEO, the users find a better user experience.

Final Thoughts

SEO is crucial in digital marketing and website business. There is no way you can compete on the internet without a good SEO strategy. For this, you can hire an SEO expert from Fiverr.

You can also learn from Fiverr Learn some of the best courses online.

Now to the following article, why SEO is important in digital marketing.

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