Before we proceed with the importance of SEO in web marketing, let us understand what SEO exactly is. Search Engine Optimisation (SEO) are activities and tactics that help in improving the quality & volume of traffic to a website from different search engines. It helps in increasing the visibility of your website on digital media which helps customers to find your business from among thousand of other companies out there.
Let me ask you a question. How many pages do you check after entering any search query in the google search box? One? Maximum Two? You are not the only one who thinks that the results on the first two pages are relevant but most of the population hardly moves to the third page for the results. Therefore, all websites aim to appear on the first two pages of SERP (search engine result page).
How does SEO exactly work?
SEO is integral and plays a very important role in digital marketing. Websites are crawled and indexed by bots which are not humans but text-driven programs which are used by search engines to go through the website to update their web content. Search engines perform a number of activities like crawling, scanning and storing (or index), courses of action, measuring pertinence, & recovering. Following are some factors which help in the SEO of any website.
• Title Tag
• Meta Description Tag
• Meta Keyword Tag
• Headline Tag
• Textual Content
• Alt attributions on all images
• Sitemap (both XML & HTML)
• Canonical elements
• Structured Data Mark up
• Static URL Structure
• Web Analytics
• Keyword Research & density
• 404 Error Page
• Site Speed
• Internal Linking
• Social Media Sharing Buttons
The successful use of SEO is very crucial for your website and it has the following benefits.
–Increased Traffic: Better ranking of the website on search engines provides more impressions and clicks from the user so it ultimately increases traffic on your website. Optimized title and meta description provide meaningful information about the website on the result page to the customers which increases click-through rate and provides quality traffic.
–Business Visibility & Branding: Proper SEO tactics make google algorithms believe that your website and your content are relevant for particular search terms and in return it gives your website a better ranking on the search engine which improves the visibility & branding of your business.
–Increased ROI: SEO is an inbound marketing strategy. Your website appears on the potential customer’s search result when they are genuinely looking for a business like yours and thus it has more chances of converting into sales.
–Improves User Experience: Search Engine Optimisation is not only about search engines but it also improves the user experience and usability of the website. It makes the site more navigable for the user by rearranging the site’s architecture and internal linking.
–Cost-Effective: It is a cost-effective inbound marketing strategy to get more business. Stats say other outbound methods like cold-calling, the cost of leads generated 61% more than leads generated by SEO.
–SEO is a never-ending process of web marketing and it needs updates very similar to search engines however once the website reaches the top of SERP ranking it stays there for some time and it will receive more clicks, simultaneously increasing the CTR of the pages. Organic results build trust and credibility with the audience.