Search Engine Optimization (SEO) should be a frontliner of your digital marketing strategies.
SEO is also known as Integrated Digital Marketing. Successfully ranking at SEO affects your website traffic and conversions.
Gaining profitable ROI is paramount to every business, so you need to have a digital marketing plan that seamlessly integrates SEO.
Doing so gives you greater chances of ranking on the first page of Search Engine Results Pages (SERP) for the keywords you are ranking for. If you are using advertising for your SEO, even your Social Media (SMM), then all the more you need to put your website’s SEO in order.
Ads can Launch your website in front of your target market, but your SEO strategy brings long-term effects on your digital marketing.
In fact, 74% of website consumers go on search engine portals to look for what they need. Compared to advertising, pay-per-click (PPC) marketing, social media marketing, and email marketing, SEO can bring long-term ROI to your business.
However, SEO can be fairly challenging, significantly, since Google and other search engines frequently change their algorithms to rank websites. New digital marketers must know the SEO elements that need to come together to rank on search engines.
Why is SEO Important to Digital Marketing?
- SEO increases traffic.
When your website has a high SEO ranking, it increases your impressions, clickthrough rates (CTR), leads, and conversions.
- SEO increases brand awareness.
Brand awareness will increase if you make your site more visible. Having top keywords on search engine results pages will link your brand to the same keywords your customers look for. It makes your brand more trustworthy.
- SEO gives meaningful customer experiences.
SEO will make your site easier to navigate. It rearranges your links and site architecture, making it easier to find. It improves the way your site is found in search engines. Ultimately, having an accessible and user-friendly site creates meaningful experiences for your consumers.
- SEO brings ROI.
SEO allows you to track and quantify your online efforts and allows you to make adjustments to boost performance. You can track the best keywords that bring the most significant response to your call-to-action (CTA). Increased responses to your CTA bring you the ROI you need.
- SEO is long-term and cost-efficient
Compared to the traditional methods of marketing, SEO is significantly more cost-effective and long-term. Since you target audiences and keywords systematically, you push your product or service all the more in front of audiences. Doing this consistently builds your domain authority, and in the long-term, makes you a thought leader in your niche.
SEO is essential to a successful online presence and makes the website appeal to the target market to attract new leads.
Ways to Improve SEO to Boost Digital Marketing
- Targeted Keyword Research
It’s essential to search for keywords with high search rates and low competition. Use a good mixture of short-tail keywords, long-tail keywords, and local keywords in your content.
For instance, if you are a software company, you can aim for keywords such as:
- Short-tail: Software
- Long-Tail: Buying software online
- Local: Buying software online in Australia
You can also optimize your URLs, titles, H1 and H2 tags, meta descriptions, alt text, and other on-page SEO elements to carry your main and secondary keywords.
Also, include your keywords in the body of your text, but do it naturally so that your content will not be labeled as spam by search engines.
- High-Quality Content
Search engines do not just analyze keywords on your site to determine your SERP rankings. It takes many elements put together like design, navigation or accessibility, security, and content, among others.
Without amazing content, people will just bounce off your website, which will affect your ranking significantly. You need good content to keep people on your site and prove to your visitors that you can value their search queries.
You can produce various content forms like blogs, videos and images, amazing infographics, web page content, whitepaper research, local listings, and more.
No matter what content form you use, it needs to be engaging, informational, relevant, and shareable. And as members of your creative team may come and go, make sure that you have proprietary ownership of all content, images, videos, and the like that your team produces for your website.
You can dump all your content elements on reliable cloud-based storage for everyone to access. Moreover, use collaborative tools like Slack or Trello to keep the team at one pace in your editorial schedule.
- Great Link Building
For instance, if you are writing about digital marketing, provide links that will add to their knowledge, like tips on boosting your content marketing.
The more you provide good, quality links, the better it improves your SEO rankings. Provide internal links and external links, which improves your SEO.
- Optimization for Local SEO
When most businesses are going online because of the pandemic, you need to focus on local SEO even more. People will usually search for products and services within their area. It not only assures them that the product or service is highly accessible to them, but it also ensures your customers that you are just near to resolve any issues in product or service delivery.
If you have a brick-and-mortar store, all the more you should take full advantage of optimizing your content for local SEO so people in your demographics will discover your website and avail of your service.
You can include your location in your titles, meta description, tags, slugs, and even your SMM hashtags. Having your business registered on Google My Business, Google+, and Google Maps also puts you on the map for people to discover.
- Higher Rankings for Higher Visibility
What good would great content, design, and accessibility do if you are not discoverable? That is the first step in your buyer’s journey — how you get them to discover your brand and website.
So, if you do SEO well, your SERP ranking will increase, and the more chances you get for being discovered online. They say that the best spot to hide something is on the second page of SERP results, which is true. Because people usually click on the first 5 top results, and usually that’s it.
It is why you need to combine all the SEO strategies in your arsenal, starting with your target keywords, so you get your chance in the spotlight and get people to click on your site.
- Measured Performance through Analytics
You need measured results, so you measured SEO processes to get to those results you strive for. Analytics tools run rampant online. Google has an array of its own, and so does CMS (Content Management System) tools out there.
Monitoring your analytics enables you to gauge if your SEO efforts are correct and paying off. You will be able to adjust your SEO campaigns, content, and promotional strategies, conduct A/B testing, and the like, just so that you can get the most conversions out of every campaign you set out to do.
- Growing Web Traffic
Growing web traffic does not happen overnight. It takes patience, a consistent display of high-quality SEO efforts, troubleshooting issues, adjusting content, and hitting the right campaigns to increase your web traffic.
You might have to do some guest postings, widen your reach through collaboration, intensify engagements, and the like. If you want more leads, you cannot stop at one victory. You need to keep getting leads, keep churning good content, keep managing your keywords well, and keep your site secure and accessible, among other things.
Investing in SEO is necessary, like getting the best SEO tools you can get and constantly brainstorming with your digital marketing team to stay fresh, relevant, and competitive.
As you keep your SEO efforts consistent, you will build your web traffic and improve your digital marketing results.
Conclusion: Stay Competitive with SEO
You need to be on your toes with SEO.
You cannot grow slack, especially since SEO trends keep changing. Maintain good upkeep, optimize different marketing strategies, build quality relationships with your target market and peers, always provide meaningful customer experiences, innovate regularly with your lead generation and the like.
All these digital marketing efforts will pay off as your SEO ranks increase and you see profitable ROI come pouring into your website.
Mayleen Meñez used to work in media before finding her true passion in NGO work, travelling the Philippines and Asia doing so. She homeschools 3 kids and loves reinventing Filipino dishes. She is a resident SEO writer for Softvire Australia and Softvire New Zealand.
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