Before technological advancements of the 21st century, marketing of products and services did offline. Entrepreneurs and salespersons relied on meetings, shops, manual promotion of their products (through the use of banners, posters, flyers), TV advertisements, and other crude methods. Thankfully, recent developments in computer applications, mobile technology, and social media have paved the way for a more improved purpose of marketing called digital marketing.
Digital marketing is the propagation of goods and services through the use of digital technology. In layman’s terms, it is an online/internet marketing platform. Digital marketing creates an electronic network that promotes and transmits products/services from sellers to buyers. This idea of marketing has proven to be efficient, time-saving, and cost-effective for businesses and brands.
While discussing the concept of digital marketing, it is impossible to isolate Search Engine Optimization (SEO) as it is a crucial aspect of any digital marketing plan.
Search Engine Optimization (SEO), the process of optimizing the number of visitors accessing a specific website by making the site appear first on the list of the searched engine in online search engines. In other words, SEO makes it easy for visitors to locate a web page. There are over 1.5 billion websites on the web, and over 200 million of them are active, which means that your site is just one among hundreds of millions. There are also millions of businesses, companies, and brands on the internet, offering products and services similar to yours. The only way to stand out and ensure your web page is discoverable amid this multitude is by equipping SEO.
THE SEARCH ENGINE OPTIMIZATION PROCESS
The process of optimizing your website on search engines involves various stages. They are:
- Technical SEO
- On-site SEO
- Off-site SEO
- Local SEO
It is the first step in the SEO process. It forms the operational foundation of the optimization process. It involves the configuration of all necessary settings relating to indexing and crawling. While carrying out this procedure, ensure you do it once and do it well, as it has the potential to affect your rankings in the long term.
The next step is the on-site SEO, popularly called On-Page SEO. On-Page SEO has to do with anything you can control on your website to improve your rankings
This step aimed at providing search engine crawlers sufficient signals to enable them to understand the meaning of contents on your site.
Note that the search engine optimization process is digital, so pages are not read in electronic signals and not human languages.
The primary purpose of on-page SEO is to validate the website’s usefulness and credibility.
Off-site or off-page SEO is the third stage of the optimization process. It comprises all activities done on other websites to improve your site’s rankings. It is a link-building stage that ensures adequate promotion of your site.
Although not famous as other stages, Local SEO is beginning to earn a widespread awareness. It is a type of SEO process that assists individuals in locating local content, such as the best restaurant, salon, a top-notch grocery shop. Local SEO is a simple process that can be performed using smartphones, tablets or other personal computers,
All it takes is the use of local keywords and other local SEO practices like claiming directory listings, creating location-specific pages for your site, and creating pages for your business on Google My Business, Google+, and Google Maps.
FUNCTIONS OF SEARCH ENGINE OPTIMIZATION
- Improved Visibility – High SERP ranking
- Increased traffic
- Improved conversion rate
One of the useful tasks of SEO is that it increases your online presence, thereby making it easy for real clients to discover you when searching for products and services related to yours. The more your internet Visibility, the higher your ranking on SERP. And top-ranking results in an increased number of clicks and, consequently, improved conversion rate.
As your SERP rankings increase, the number of visitors on your site will increase. SEO helps to optimize your keywords, titles, and meta descriptions, making your content more understandable to proposed customers.
It is not enough to have visitors on your site. What every business owner desires are visitors that will eventually convert into clients. With increased visibility, ranking, and explicit content, visitors are most likely to develop trust in your brand. And with manifest, it is easy for them to convert into customers.
TWO IMPORTANT SEO TOOLS
- Keyword Research
Keyword research is an essential local SEO service tool that is used to find words and phrases that commonly entered into search engines. Researching keywords gives an idea of how frequently some words, and how difficult it may be to compete for those words in organic search results. Knowledge of the most popularly searched words assists brands and businesses in generating content ideas that will interest viewers.
When searching keywords, try to look out for those with high search rates and low levels of competition.
Another vital tool in SEO is Content creation. Your content is your means of communication with website visitors. The importance of a high top to a brand cannot be overemphasized. It is the best way for clients to know what you offer. So you must ensure that your materials are bright, educational, exciting, and engaging.
With the emergence of digital marketing and Search Engine Optimization, many businesses are currently at the top of their marketing game. We will all agree that in this present age, the internet is the most effective means of communication. So we must endeavour to build our organizations and brands a sound online foundation and presence. With SEO service, it is possible to analyse customer behaviour on a personal level, thereby developing a superior brand experience. It is right to conclude that there is no digital marketing without search engine optimization,