Are you beginning your career in SEO? 

Perhaps you’ve heard that SEO can boost your website’s ranking in search engines results and increase traffic to your website. But you are not entirely clear how it operates or what areas to concentrate on. Then, you are in the correct place!

In this article, you will discover what every digital marketer needs to know about SEO.

What is SEO?

Search engine optimization or SEO is the technique of obtaining visitors to your website via unpaid, organic, or natural search results in search engines. It seeks to improve the position of your website in search results pages.

“Keep in mind that more individuals will view a website the higher it appears on the list.”

Now take a look at the various activities that are performed in the process of SEO:

  1. Finding relevant keywords with high search traffic potential. This is just one of the many distinct tasks involved in successful SEO.
  2. Creating valuable content of the highest caliber and optimized for both consumers and search engines.
  3. Including relevant links from reputable websites
  4. Evaluating the outcomes

SEO is now regarded as a crucial marketing strategy.

What is the difference between Organic and Paid Search?

It’s necessary that you recognize the differences between paid and organic activities in search engine optimization and how do they benefit your search engine marketing under various circumstances.

There are five significant differences:

Position

At the top of search engine results pages, paid search results appear even before the organic searches.  This gives them prominence over organic results.

Time

Time is another important difference between paid and organic search. While results from organic search can take weeks, months, or even years to appear, results from paid search can occasionally be obtained in as little as a few minutes. Therefore, with organic search, you must play the medium- to long-term game.

Payment

As the term implies, paid search traffic is paid activity. You pay for each click (PPC) based on the cost per click (CPC). This implies that each time a user clicks on your advertisement, you are charged. Consequently, you buy traffic for your page by paying Google to display your ad when a visitor searches for your keyword, as opposed to depending on organic traffic to your website. Although it does involve a time and resource investment, traffic for organic search is free.

ROI

It’s actually lot simpler to calculate the return on investment, or ROI, using paid search. That’s partially because Google offers additional keyword information that Google Analytics can collect. The ROI of paid search, however, may stagnate or even decrease with time. ROI for organic search is a little bit more difficult to quantify, but it frequently gets better with time. Organic search can provide a very excellent return on investment over the long term.

Traffic Share 

When it comes to traffic share, about 20% to 30% of searchers click on paid results, and 70% to 80% of searchers click on SEO results. Therefore, the majority of clicks are actually organic results. 

3 pillars of SEO 

As a digital marketer, knowing how searchers can find your brand, website, or business in search engine results is a core competency, and understanding how SEO is evolving can help you stay on top of the game.

We can break down SEO into three core components or pillars that you need to be familiar with-and act on a regular basis:

Technical Optimization:

Technical Optimization improves the process of performing an activity on your website that happens in the background and is not related to content.

On-page optimization:

On-page optimization is relevant to the content of your website and provides a great user experience. It involves targeting the right keywords for your content and can be done through a content management system. Common examples of content management systems are WordPress, Wix, Drupal, Joomla, Magento and Shopify.

Off-page optimization:

Off-page optimization is the process of improving your website’s search engine rankings through off-site activities. This is primarily driven by backlinks that help improve the reputation of your site.

How does a search engine actually work?  

Search engines are used when people ask questions and search for answers on the Internet. Search engines are dependent on algorithms to search those web pages which provide answers to the people. 

Search engines work in three stages:

Step 1: Crawl 

In the first step, search engines send web crawlers to find new pages and note information about them. These web crawlers are sometimes referred to as “spiders” or “robots.” Their purpose is to find new web pages and regularly check the content of previously visited pages to see if they have changed or updated.

The search engine crawls your website by following the links already found. So, if you have a blog post linked from your home page, when a search engine crawls your home page, it may look for another link to follow and follow a link to your new blog post.

Step 2: Indexing 

The second step is called indexing in which search engines decide whether to use crawled content or not. When a crawled web page is considered valuable by a search engine, it is added to its index. This index will be used in the final ranking phase. Most websites that offer unique and valuable content are included in the index. Web pages may not be indexed if: 

  • The content is considered duplicate 
  • That content is considered poor quality or spam 
  • Couldn’t crawl 
  • There was no inbound link on the page or domain  

 Step 3: Ranking 

The third step is really the most important step, which is the ranking. Ranking can only be done after the crawl and indexing steps have been completed. Therefore, when a search engine crawls and indexes your website, you can rank your website. 

There are over 200 ranking signals that search engines use to sort and rank content, all of which apply to the three pillars of SEO: technical optimization, on-page optimization, and off-page optimization.

The following are examples of signals that search engines use to rank web pages. 

  • Presence of keywords in title tags
  • Website loading speed
  • Website Reputation

With SEO, you may have to change tactics along the way, play long games and wait for the final result. But with a solid SEO foundation and a little patience, the benefits of your SEO strategy should be visible to your customers, their user experience will improve, and your business conversions will increase.