Last Updated on October 16, 2017 by Freddy G. C.

Search Engine Optimization makes it easier for brands to be more visible on the web.

There are over 3.5 billion searches every day and about 1.2 trillion online searches per year, this method makes it easier to find brands.

It is the process through which traffic is gotten from organic, editorial or free search results on search engines.

In simple terms, it’s the process of making your website easy to find, easy to classify and easy to crawl.

By optimizing your website, you are making easy for web users and potential customers find your web page quickly form a bundle of other competitor’s web page.

SEO plays a vital role in online digital marketing as it is a holistic move directed to attracting more customers to your online platform.

And for any business to thrive online, advertising/marketing is an absolute need.

When an SEO is done well, it can make a web page rank on the first page of SERP (search engine result page). To achieve this for your website, it is important you aim for high ranking on search engines and then hold on to that position.

Your PPC (pay per click) activities need to be very good too. By this means, you will be qualified to have a laudable traffic drive to your web page.

How does SEO work to affect your digital marketing?

Search engines are not humans.

Rather, they are the software that crawls the content of your page.

And because they are software, they are text driven.

They carry out a certain number of activities that includes crawling, indexing, scanning, recovering and ranking that eventually lead to a search result.

The algorithm that coordinates these search engines are complex, and they are based on various factors that include the following:

• Meta tags

Meta tags supply metadata info about the HTML (Hypertext Markup Language) document that search engines will use to evaluate the content of your website.

Placing the keywords for your digital marketing in these tags can be very resourceful in some search engines.

However, you have to careful not to place unrelated keywords in these tags because your website may be penalized as a result.

• Inbound links

Some search engines rank websites using inbound links.

Inbound links are hyperlinks on other websites that navigate to your web page. To evaluate the value of these inbound links certain search engines looks at the ranking of the website providing a link to your site.

That means, to receive generous benefits from these sites referring yours though inbound links, you should be sure the websites are also high ranking.

• Key Density

This factor tells the number of times a specific keyword appears in your website content.

Keyword density is a significant factor that can determine if a web page is related to a certain keyword.

It will help your page rank well for relevant searches.

• Content in a Website

This can do a great deal to boost your ranking on any search engine.

It is an essential part of search engine rankings.

When you put up quality contents on your web page, that gets optimized with related keywords, it is sure to make your website valuable to the visitors and valuable to the search engines too.

If you hire a mobile application development company, that also provide digital marketing services, but do not offer copywriting services, you should consider investing in hiring a professional writer.

This will ensure the copy on your website is highly valued and considered relevant for high ranking too.

The complete SEO circle:

• Crawling

Search engines use a spider or a crawler to the crawl the content of your web page.

The web crawler is a software program that surfs through the entire World Wide Web systematically as a footing for web indexing.

This software does a routine check to determine if your page was updated or if you added a new page to it.

What the web crawler simply does is to copy all the pages that have been visited so they can be processed by a search engine later on. Also, it ranks pages that have been downloaded, to assist users to search efficiently.

• Indexing

After a website content have been crawled, the spider stores a specific page in a database.

Another name search engines use for a database is index.

It is made up of all the information gathered from all the web pages or websites that a search engine has browsed.

A specific content or web page can be recovered from the database by simply typing a keyword or an associated search string.

If the website is not found in the index of the search engine, then users won’t find it on the search engine. Proper optimization of a page also has to be done for the search engine to comprehend the content of the page.

• Search Engine Algorithms

Just as keywords, search engine algorithms are unique and vital to every single search engine.

A search engine algorithm is guided by a set of rules or a unique formula that can be used to define the relevance of a web page.

These rules are responsible for discovering if a web page is genuine or spam and if it has useful content that will be relevant to the users in order produce a search engine result page, that will be informative and organized.

There are three types of search algorithms, and they are off-site, on-site, and whole-site algorithms.

• Retrieving

This is the final stage in the circle.

As soon as the search engine has understood the intended content of the user, it recalls a group of documents, that is has found relevant to the search.

This process is quite difficult with because the search extends to so several different servers and indexes.

However, the easiest way to achieve this is by retrieving a list of documents that already exists and contains the group of words or keywords that are in line with the basic concept of the query.

The following are expected benefits of SEO:

• It helps to maintain a high-ranking position in the search engine page result, which eventually will lead to a boost of traffic driving towards your website.

• For eCommerce or non-eCommerce web pages, SEO produces results that are distinguishable and traceable; also, there are no hesitations when it comes to ROI.

• SEO has proven to be the most cost-effective marketing strategies.

• Concurrently, SEO lends a hand to both the search engines and users. And it does this by making it easy for search engines to circumnavigate through your website, and also make the site easy to go through for the users.

• By giving your website first listings on web search, SEO offers you higher brand standing.


The Role of SEO in Your Digital Marketing

The Role of SEO in Your Digital Marketing by