Do you run a business in today’s increasingly digitized world? Were you caught off guard by COVID-19’s digital transformaiton? Let’s face it, you can’t afford to ignore search engine optimization or SEO for short. With consumers both searching for and buying all kinds of products and services online, Google has become the new storefront and SEO the must-have marketing strategy. So without further ado, we’ll answer the question: “What is SEO in marketing?”
The basics of SEO
Put simply, SEO is the practice of trying to get your business website to rank higher on a search engine results page (SERP) like Google so that more of your target audience find your website and click on it, which generates brand awareness and increases the likelihood of a purchase. In other words, your business makes $$$. While SEO does sound simple in theory, it’s not always easy to unpack what is SEO in marketing. This is because a lot of the practices depend on the search engine’s algorithms, which are constantly subject to updates and changes.
Types of SEO
What’s more, SEO experts will also struggle to tell you what is SEO in marketing because there’s many different types of SEO.
If you ask SEO newbies what is SEO in marketing, they’ll probably reply by explaining on-page SEO. This includes optimizing everything that your target audience will see once they visit your website, which is why on-page SEO focuses on building high-quality and informational content that aims to solve the problems your target audience is facing. Bonus points if the content isn’t available anywhere else!
In addition to ensuring that your content is top-notch, on-page SEO ensures that the content is filled with relevant keywords (through keyword research) that your target audience will be using. Therefore, it’s important to include your keyword in the title, the URL, the first paragraph, etc. Beyond keywords, on-page SEO is also about ensuring that your website is easy to navigate and users have a good experience browsing (which means they’ll stay on your website longer!)
When it comes to off-page SEO, it’s tricker to explain what is SEO in marketing. This is because it can involve many different aspects including link building or getting other, high authoritative websites to link to your website. This signals to search engines (and readers) that your website is also authoritative. Another aspect of off-page SEO is social media. You need to drive up conversations and engagement on Facebook, Twitter, LinkedIn, and other platforms as this will bring traffic to your website.
Note: Don’t forget that building good relationships with bloggers, journalists, influencers, and other people with high engagement from your target audience is also a key element for off-page SEO. You may consider browsing and engaging with other relevant websites, blogs, and forums.
Believe it or not, but we’ve only just scratched the surface when it comes to what is SEO in marketing. There are still other types of SEO out there like technical SEO (which many people believe to be a subset of on-page SEO) and local SEO.
So, which one are you going to try first?