Search Engine Optimization (SEO)
Fundamental Part Of Digital Marketing
WHY
SEO?
SEO is a fundamental part of digital marketing because people conduct trillions of searches every year, often with commercial intent to find information about products and services. Search is often the primary source of digital traffic for brands and complements other marketing channels. Greater visibility and ranking higher in search results than your competition can have a material impact on your bottom line.
However, the search results have been evolving over the past few years to give users more direct answers and information that is more likely to keep users on the results page instead of driving them to other websites.
Also note, features like rich results and Knowledge Panels in the search results can increase visibility and provide users more information about your company directly in the results.
In sum, SEO is the foundation of a holistic marketing ecosystem. When you understand what your website users want, you can then implement that knowledge across your campaigns (paid and organic), across your website, across your social media properties, and more.
Benefits of SEO
o Brings in more customers through organic search,
o Creates a trustworthy web experience for customers
o Encourages you to focus on user experience
o Improves brand awareness,
o It helps keep you informed
o It can be done on a budget
o It’s trackable
o It benefits other marketing initiatives
SEO PROCESS
Research
including business research, competitor analysis, current state assessment, and keyword searching
Planning and strategy
including decisions on how to handle content, build links to the website, manage social media presence and technical implementation strategies
Implementation
where optimization decisions on a site’s webpages and the website as a whole are executed
Monitoring
where the activity of web spiders, traffic, search engine rankings, and other metrics are observed for producing reports on which assessment will be performed
Assessment
involving checking the summarized effects of the strategy (and its implementation) against the SEO process’s stated targets
Maintenance
where both minor or major problems with the website’s operation are handled as they arise