If you’re in the field of digital marketing, you’ve probably heard of SEO. SEO, which stands for search engine optimization, is a branch of digital marketing that focuses on improving your site so it ranks better on Google and other search engines. Ranking well on search engines can be an incredibly effective way to drive organic traffic to your page, but many digital marketing campaigns fail to fully utilize the power of SEO. 

But what exactly is SEO? And how does it play a role in a comprehensive digital marketing campaign? Here, we’re taking a closer look at search engine optimization and assessing why every digital marketing campaign can benefit from these tools and strategies. 


Search engine optimization (SEO) refers to a set of tools and strategies designed to boost your site’s ranking on search engine results pages (SERPs) like Google or Bing. Compared to other digital marketing strategies, like pay-per-click (PPC) advertising, SEO drives organic traffic to your site because it’s all about your ranking on search engines. When your site earns one of the top rankings on a SERP, there’s truly no more valuable real estate in the online world.


Just think about it. When was the last time you performed an online search? Most likely, it wasn’t very long ago. In fact, Google processes over 3.5 billion searches every single day. Now back to your search. When you got your search results, did you scroll past the first page of results to find the right website or did you trust Google to include the most relevant sites on page one? Most people do trust Google, which is why an overwhelming majority of clicks land on sites on the first page. Why keep scrolling when the “best” sites are served right up?


This is the power of SEO. By optimizing your site and climbing up the rankings ladder, your site is essentially getting free advertising. Where exactly? Only on the most valuable piece of real estate in the ecommerce world-page one of Google. 


But what does SEO really look like? Since this branch of digital marketing isn’t just one thing (like sending out emails via email marketing), it can be a little confusing to pin down just exactly what SEO includes. Primarily, SEO can be divided into two categories: on-page SEO and off-page SEO.


On-page SEO includes methods that can be taken on your actual website to improve your SEO ranking. This includes content development, keyword research, and more technical tools like improving your page speed, fixing broken links, and enhancing your site security. On the other hand, off-page SEO refers to things you can do to boost your SEO that occur off your site, like backlinks and even social media campaigns. 


SEO should be considered a core piece of any comprehensive and effective digital marketing plan. Why is this? Well, it’s all about exposure, visibility, and cost-effectiveness. The purpose of digital marketing (or any form of marketing) is to get your product or company in front of as many potential customers as possible. By ranking well on search engines, you’ll be more visible to more web users. This exposure can prove invaluable for driving organic traffic to your site.


Additionally, SEO is a relatively cost-effective method for gaining clicks and conversions. While methods like PPC advertising are based primarily on how much you spend, SEO is all about improving the quality of your site. Some of the most important methods, like creating quality content, are essentially free if you have an in-house writer. 


If you’re looking to optimize your site for SEO and reach more web users than ever before, the most effective way to do so would be working with an experienced team of SEO experts. These professionals can keep improving your website both on-page and off-page and help you respond to changes in Google’s algorithm. 


However, if you don’t have the resources to work with an SEO expert, there are still ways that you can optimize your site for SEO. Here are just a few of the most effective SEO strategies that most businesses can implement: 

  1. High-quality content.

    In the world of SEO, content is truly king. While Google’s algorithm (which is constantly changing) includes various ranking factors, content is consistently one of the most important factors. Why is this? Google understands that web users are looking for relevant, quality, and trustworthy content. If your site can consistently deliver this, then you’ll look a whole lot better in the eyes of Google and other search engines.

  2. Backlinks. 

    When one website links out to another, this is called a backlink. For Google, these links function like a “badge of approval” from one site to the other as they indicate that you trust the other site and approve of their content.

  3. Keyword research.

    What type of language are your customers using when typing out their search queries? This is important to know because Google uses keywords to match users with relevant content and webpages. Perform keyword research (and investigate your top competitors) to know which keywords are ranking. This can dramatically improve your content marketing.

  4. Page speed.

    A little more technical than the previous strategies, but improving your page speed (the time it takes for your page to load and become responsive) is essential for improving your SEO ranking. Nothing will increase your bounce rate faster than a slow page or one that doesn’t load properly. You need all the technical details of your site in sync to do well in the SEO world.

  5. Site security.

    Google wants to lead web users to sites that they can trust, which is why site security is so important. This is especially true if your site is engaged in ecommerce and users are uploading personal information. 


    As more businesses move online and shift toward ecommerce, digital marketing has become more important than ever. There are many different types of digital marketing, including email marketing, content marketing, affiliate marketing, and even using social media. However, no digital marketing campaign is complete without search engine optimization. If you’re looking for a cost-effective way to gain exposure online, SEO is it. 

    SEO works to improve your site so that it ranks better on search engines. Via high-quality content, keywords, backlinks, site security, page speed, and more, working with a professional top SEO agency can boost your site’s ranking. Who knows, you may even reach the vaunted page one of Google. This visibility leads to clicks and site visits, which can drive more conversions and sales on your site than any other method of digital marketing.