What is SEO in Digital Marketing?

SEO or Search Engine Optimization refers to the process of optimizing a website’s technical configuration, content relevance, and link popularity to improve its visibility and ranking on search engine result pages. By implementing SEO techniques, websites can become more easily discoverable, relevant, and popular among user search queries. Consequently, search engines rank them better, making them more visible to potential customers.

To achieve the best SEO results, search engines recommend efforts that enhance both the user search experience and the website’s ranking. This includes featuring content that fulfills user search needs by using relevant keywords in titles, meta descriptions, and headlines (H1). Websites can also improve their visibility by featuring descriptive URLs with keywords instead of numbers and using schema markup to specify the page’s content meaning. By following these and other SEO best practices, businesses can attract more organic traffic, establish their authority, and ultimately achieve a better return on investment.

The Role of SEO

The main objective of SEO is to improve your website’s ranking on organic search result pages. Different optimization techniques are used to optimize AdWords, shopping, and local results.

Despite the competition from other elements that occupy space on search engine result pages, SEO can still be a highly effective and profitable endeavor. This is due to the fact that organic search results account for a significant portion of the billions of daily search queries processed by Google. While achieving and maintaining high organic rankings may require a considerable upfront and ongoing investment, every click that leads to your website through organic search is entirely free, making it a valuable long-term strategy.

The Anatomy of Search Results

Search engine result pages (SERPs) typically display both paid search results and “organic” search results. While paid results contribute to Google’s revenue, organic results are displayed based on the website’s relevance and quality, as assessed by Google.

Additionally, depending on the search query, Google may include various other elements on the SERP, such as maps, images, or videos.

When a search query indicates a strong likelihood that the user is seeking to purchase a specific product. The SERP may display a large number of ads from companies willing to pay for a feature in the AdWords results. This is because businesses recognize the potential value of appearing at the top of the search results for relevant queries, and are willing to invest in advertising to reach these users.

How do Search Engines Actually Work?

When people have questions or need information, they often turn to search engines to find answers on the internet. Search engine algorithms are computer programs designed to analyze websites and provide relevant results to users based on their search queries. The process of how search engines work can be broken down into three main steps:

Step 1: Crawling

Once the data is gathered, the search engine decides whether or not to index the page. Indexed pages are filed and stored in a database for future retrieval, and they are used to determine search results based on keyword relevance and other ranking signals.

Step 2: Indexing

During the crawling stage, search engines use web crawlers, also known as spiders or robots, to discover and gather information about new web pages. These crawlers follow links from one page to another, collecting data along the way. The information gathered is then stored in a database for later use.

Step 3: Ranking

The ranking process is the final stage of how search engines work. After a page has been crawled and indexed, it is ranked according to over 200 ranking signals that fit under the three main pillars of SEO: technical optimization, on-page optimization, and off-page optimization. The ranking signals include factors such as keyword presence in the title tag, website loading speed, and website reputation.

The Three Pillars of SEO

As a digital marketer, it is essential to possess the skill of making your brand, website, or company discoverable to searchers. Keeping up with the evolving nature of SEO will enable you to stay ahead in the game. Although SEO undergoes frequent minor changes, its fundamental principles remain constant. Three key components or pillars of SEO that require regular attention and implementation include:

  • Technical SEO: This refers to the SEO activities that improve your website’s ranking but do not relate to the content. These optimizations are often performed in the background.
  • On-Page SEO: On-Page SEO involves ensuring that the content on your website is relevant and provides an excellent user experience. It involves targeting the right keywords within your content and can be done using various content management systems such as Drupal, WordPress, Wix, Magento, Shopify, Joomla, and Expression Engine.
  • Off-Page SEO: This refers to the SEO activities that enhance your website’s search engine rankings through activities outside of your website. This is predominantly driven by backlinks, which are instrumental in building your website’s reputation.

Why is SEO Important?

Visibility and Rankings

The primary objective of SEO is to enhance visibility, which translates to facilitating the discovery of your offerings by potential customers during their online searches. Your visibility is intricately linked to your ranking on the SERP, as higher ranks increase the probability of your website being noticed and clicked by prospects. Therefore, achieving a high organic page ranking through effective SEO techniques is crucial, particularly given that 25% of web users never venture beyond the first SERP.

Web Traffic

SEO aims to increase web traffic by improving the visibility and rankings of your website. Securing the 1st position on a Google search can attract nearly 32% of clicks, and even moving up a single spot can boost click-through rates by 30.8%. Marketers covet the ‘Featured Snippet’ position, which can significantly increase organic click-through rates by providing a concise answer to a search query. To maximize the number of people who discover your website through search engines, it’s essential to employ effective SEO techniques that help you rank among the top five positions, ideally in the number one spot.


Search engines are giving increasing importance to Page Authority (PA) as it directly relates to the credibility and value that your website offers to its users. A high PA score, ranging from 1 to 100, signifies that your website is relevant, trustworthy, and provides quality information. Although it is difficult to control your PA, SEO experts suggest that building a strong link profile with credible and popular sources can improve your score. You can determine your PA rating using tools such as Moz.

Creating a Better Visitor Experience

SEO is not only about increasing visibility and ranking, but it also plays a crucial role in improving the overall user experience of a website. By investing time and effort into creating high-quality content and optimizing on-page elements, you can enhance the usability of your site, leading to a more seamless and positive customer experience.

For instance, making your site responsive can make it accessible to all visitors, regardless of whether they are browsing from a mobile device or desktop. Similarly, optimizing your page load speed can reduce bounce rates and encourage visitors to spend more time on your site. Research shows that consumers expect a page to load quickly, with a maximum of three seconds. A slow-loading page can result in higher bounce rates and lower conversions.