SEO Marketing

When doing the groceries, you must have noticed that some products are strategically placed on the shelves with point-of-purchase (POP) advertising material. What is the reason for that? Well, it is because supermarket employees are directed to increase the visibility of specific brands/products. Similarly, marketers use SEO marketing to increase brand exposure. In this explanation, we will walk you through the core concepts and tools of SEO marketing techniques. 

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Table of contents

    SEO Marketing Definition

    Let's assume that search engines such as Google, Bing, etc., are grocery stores, and websites are the products in those stores. Some brands/products in a grocery store are better placed than others; the same is valid with search engines. You have some websites that have better visibility than others. Marketers compete to grab potential customers' attention, and this is where the importance of SEO marketing comes.

    SEO (search engine optimization) marketing is a technique that increases the visibility of a website on search engines.

    A marketer employs SEO marketing to increase the visibility of a business's website on search engines. When people search for a product or service on the Internet, they are presented with search results relevant to those keywords.

    For example, if a person searches for skin care products on Google, they will get the search results related to that search query. Some websites will appear on the first page, and others on the following pages. The visibility of such websites is the result of SEO marketing.

    The logic is simple; people are more likely to access websites that appear on the first page of a search engine rather than a website that appears on the third or fourth page.

    The Importance of SEO Marketing

    You get relevant search results when you search for a keyword on the search engine. Some of those results are paid, such as paid ranking on the search engine; others are organic results.

    An organic search result is a non-paid search result on the search engine results page (SERP).

    Marketers use SEO marketing to generate organic search results on search engines. These are based on the organic ranking algorithms of search engines. People search on these search engines daily. It is an excellent source for marketers to generate digital traffic for brands. If a brand has better visibility on the search engine than its competitors, it will likely pull more traffic to its website. It allows for engaging more with potential customers and boosting sales.

    SEO Marketing, FiSEO Marketing SEO Marketing improves the online visibility of websites StudySmarterFig. 1 - SEO Marketing Improves the Online Visibility of Websites

    Types of SEO

    There are three main types of SEO. The types are categorized based on their functionalities, and they help in improving the visibility of websites.

    1. On-page SEO – As the name suggests, this type of SEO is directly related to the content on the website. Marketers make some necessary adjustments to the website to improve its performance. For instance, keyword optimization is one of the standard techniques used in on-page SEO. Marketers conduct keyword research to find the most frequently used keywords related to a particular topic. They incorporate those keywords on the website. Marketers might use these keywords in headings, metadata, etc. When users search those keywords, the website appears higher in search results, resulting in more website clicks and, ultimately, more revenue.

    2. Off-page SEO – This type of SEO does not involve the content on the website itself. Marketers use external tools to optimize the performance of the website. One of the ways of off-page SEO is to share the website's link on the brand's social media pages or external websites. It does not directly improve the website's ranking on the search engine, but it helps drive traffic from other sources to the website.

    3. Technical SEO – In this type of SEO, marketers optimize the backend of a website to improve its performance. When users find it easier to access a website and find relevant information, they will likely visit it in the future. Eventually, it helps improve the website's ranking on the search engine. An essential aspect of backend development is ensuring the website's smooth running on desktop and mobile versions. Users must get similar experiences on all devices.

    SEO Marketing Example

    Many top brands use SEO marketing to rank high on search engines. They extensively research keywords, trends, and user preferences to design effective SEO marketing strategies.

    E-Commerce websites

    SEO marketing is essential for e-commerce sites to survive and stay competitive in the marketplace. Effective keywords, user-friendliness, and customer-centric content are some ways they engage with the audience and improve their ranking on search engines. User-generated content in terms of ratings and reviews is a valuable way for e-commerce websites to up their SEO marketing. For instance, Amazon generates vast amounts of content through its users. People rate the product and write their reviews on the site. This fresh content keeps the website relevant to search engines and improves its ranking.

    SEO Marketing E-commerce example StudySmarterFig. 2 - E-Commerce sites SEO marketing

    SEO Marketing Tools

    A variety of SEO marketing tools are available to improve website performance and ranking. These tools can either be free or paid for marketers to use. Some companies, such as Google and SEMrush, offer partly free SEO marketing tools.

    • Link building – This tool is used to create links to a particular website from other websites. It helps in driving traffic to the website. When a website gets backlinks from other quality web pages, it helps establish its credibility and improves its ranking.

    • Analytics – This tool is crucial for effective SEO marketing implementation. SEO analytics help marketers discover the sources of website traffic. Analytics provide critical insights such as website visitors and real-time activity. It also includes information about the keywords people use to find the website.

    • Keywords research – This tool assists marketers in finding and analyzing the keywords people use in their searches. They use this research to optimize their website and improve its rank on search engines. When marketers know the keywords people are using, they design the content strategy accordingly. This is another vital aspect of SEO marketing.

    SEO Marketing Techniques

    Brands use many SEO marketing techniques to improve the ranking of their websites on the search engine. Here we discuss some of the most common techniques of SEO marketing.

    • Get the keywords game right – Keywords are the main pillars of SEO marketing. A brand needs to know the keywords its target audience uses to find solutions to its problems. The best way to find relevant keywords is to think like customers. For instance, a brand sells organic shampoo. Its target audience is looking for a chemical-free shampoo, and it's a deal breaker for them. There could also be other reasons, such as a particular hair condition. Marketers must consider all possible causes for potential customers to look for organic shampoo. This research will eventually help them discover the right keywords to develop an effective SEO marketing strategy.

    • Make the most of URLs – URLs serve as the direction to the web pages. Having the right keywords in URLs is equally important in improving the ranking of websites. Marketers must place relevant keywords in the URLs to ensure high search ranking.

    • Content is king – Content is the linchpin of SEO marketing. Without engaging and quality content, marketers cannot expect to get optimum results. The content should inform customers about the brand, its features, and the solution it provides to their problems. Quality content, along with the usage of the right keywords, is the key to success in SEO marketing.

    • Hook the audience with the right titles – Once you direct the audience to the website, hook them with catchy titles. No user will go through the entire content if they find the titles boring on a webpage. Engaging titles not only encourage readers to go through the content and help them retain the information.

    SEO Marketing - Key takeaways

    • SEO marketing is used to increase the visibility of a business's website on search engines.
    • People are more likely to access websites that appear on the first page of the SERP.
    • SEO marketing is an excellent source for marketers to generate digital traffic for brands.
    • On-page, off-page, and technical SEO are the types of SEO marketing.
    • Link building, analytics, and keyword research are some of the essential SEO marketing tools.


    References

    1. Figure 1. https://pixabay.com/illustrations/seo-search-engine-browser-search-3910506/
    2. Figure 2. https://pixabay.com/photos/online-shopping-amazon-shop-4532460/
    Frequently Asked Questions about SEO Marketing

    What is SEO marketing? 

    SEO (search engine optimization) marketing is a technique that increases the visibility of a website on search engines. 

    What are examples of SEO marketing? 

    Keyword optimization, on-page optimization, and user-centric content are some examples of SEO marketing. 

    What are the benefits of SEO marketing? 

    Organic search results, better visibility, and increased web traffic are some benefits of SEO marketing. 

    What are the two techniques of SEO? 

    User-centric content and keyword optimization are two of the SEO techniques.

    How is SEO used in marketing? 

    Marketers use SEO marketing to generate organic search results on search engines. These are based on the organic ranking algorithms of search engines. People search on these search engines daily. It is an excellent source for marketers to generate digital traffic for brands. 

    Test your knowledge with multiple choice flashcards

    A brand employs SEO marketing to increase the visibility of its website on search engines.

    Marketers use SEO marketing to generate organic search results on search engines. 

    If a brand has better visibility on the search engine than its competitors, it is likely to pull more traffic to its website.

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