ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

What role does SEO play on your digital marketing strategy?

Updated on July 24, 2019

Search engine optimisation, or SEO for short, is a key part of any digital marketing strategy worth its salt. Why? Well, let’s begin by looking at the overall customer journey.

When a user starts a search, it’s essentially the start of that ‘journey’, ending with your desired action - whether that be a download, purchase, etc.

So to effectively market your business in the digital sphere, you must introduce SEO best practices into your strategy from the get-go.

Read on to find out why people use search and how you can incorporate SEO into your ongoing digital strategy for long-term success.

Why the customer journey starts at the search engines

To succeed with search, you need to understand the customer journey. The customer journey can be broken up into five stages:

  1. Initiation

  2. Research

  3. Comparison

  4. Transaction

  5. Experience

Each journey is unique, highly personalised and will vary in length and importance. So it’s critical that marketers reach the right person at the right time with the right message. And this starts at the search engines.

A Forrester Consulting study found that 71% of customers began their journey by using a search engine to discover new products and services (initiation). So in order to fully optimise our strategies, we need to know what they’re searching for in the first place.

Stage 1: Search

Did you know the average Internet user searches for information 129 times each month? And of these searches, half use phrases (i.e. “How do I change a tyre?”) and half use fragments (i.e. “How change tyre”).

There’s no doubt that in the fast paced digital world SEO is always evolving. But one thing that remains constant is why people conduct searches in the first place.

Simply put, people search to achieve something, whether that be to solve a problem, accomplish a task or anything in-between.

Let’s dig a little deeper. Searches can usually be divided into three main areas, known as do-know-go:

  1. Do (Transactional Queries) - Where the user wants to achieve a specific action, i.e. purchase a specific product, book a service, etc.

  2. Know (Informational Queries) - Where the user wants to learn something, i.e. the local weather, directions, where to eat, etc.

  3. Go (Navigational Queries) - Where the user is looking to go to a specific website or location

So in order to best serve your customers, your business must understand what their problems are, what kind of solutions they’re looking for and what’s on their mind when they’re searching for answers online.

Incorporating search into digital strategy

There are three main tenets of any solid marketing strategy:

  1. Attract

  2. Engage

  3. Convert

Mostly, search focuses on the first phrase: Attract. In today’s digital climate, businesses must attract customers via multiple channels and outlets. Businesses should aim to land in the top 30 of a search in order to appear relevant to their audience and attract potential customers to their website over their competitors.

Besides an obvious reason being to get noticed, there’s also data to support this statement. Approximately 30% of all visitors click the first result in their search, 15% click the second and 10% click the third. So the higher you climb the search engine ranks, the more likely you are to be clicked on.

On top of avoiding easy-to-make SEO mistakes that could be made, here are some of the tactics you can use in your SEO strategy to get higher on the search engines include:

  • Understanding personas and the role of SEO in the customer journey

  • Developing a high quality keyword list

  • Creating a solid content strategy

  • Optimising your website using SEO best practices

  • Using data-driven insights to inform your SEO decision making


    0 of 8192 characters used
    Post Comment

    No comments yet.


    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at:

    Show Details
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)
    ClickscoThis is a data management platform studying reader behavior (Privacy Policy)