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The Importance of SEO Concepts In Digital Marketing

Updated on May 28, 2015

The importance of search engine optimisation and how marketers can take advantage of it

Search engines we use them every day, but how can digital marketers take advantage of the mass traffic that the search engines can provide? The answer is simple, search engine optimization (SEO). We’re going to discuss the importance of search engine optimisation and how marketers can take advantage of it.

What is SEO

What is SEO actually? According to Rob Strokes “Search engine optimisation (SEO) is the practice of optimising a website to achieve the highest possible ranking on the search engine results pages (SERPs) (Stokes, R. 2013: p230).” Although SEO is important for your website the user of the website always needs to come first.

Why do you need SEO

Why do you need SEO? SEO allows customers to find your website and content. If your website is SEO friendly you can attract a lot of traffic and leads. Meaning more clients for your business and resulting in making more money.

The 5 key elements search engines look for in your website

Search Engines look for 5 key signals when ranking your website in the search results; how popularity your website is, how much authority your website has, is your website relevant to the topic and is your site trustworthy and how import is your website. If you can convey these things to search engines your site will climb the search engine results. You convey these things by making use of SEO (Stokes, R. 2013: p233).

Two main categories SEO consist of

SEO consist of two main categories, on-page optimisation and off-page optimisation. On-page optimisation is when you make changes to your website content, structure, html and making it accessible for search engine robots. Off-page optimisation on the other hand is when you build links to your website and having a presents in social media networks (Stokes, R. 2013: p233). Both of these SEO strategies are important if you wish to be found in search engines.

The 5 main areas you can optimize for SEO

SEO has 5 main areas which you can make use of and optimize; “a search engine friendly website structure, a well-researched list of key phrases, Content optimised to target those key phrases, Link popularity and User insights (Stokes, R. 2013: p234)”.

1. Friendly search engine website structure

A friendly search engine website structure is when you remove all barriers that is keeping search engine robots from crawling your website, your making your website accessible to search engines to crawl your site (Stokes, R. 2013: p234).

2. Well-researched list of key phrases

Keywords are researched phase you use to obtain traffic from search engines. You research phases that you can rank for in the search engine results (Stokes, R. 2013: p235). Content optimization is when you edit your content with your keywords and phrases to rank for those specific keywords in the search engines (Stokes, R. 2013: p239).

3. Content optimised to targeted key phrases

Keywords are researched phase you use to obtain traffic from search engines. You research phases that you can rank for in the search engine results (Stokes, R. 2013: p235). Content optimization is when you edit your content with your keywords and phrases to rank for those specific keywords in the search engines (Stokes, R. 2013: p239).

4. Link popularity

Link popularity is when other website links to your site. The more links you have to your site the more search engines view your site as an authority or as a site of value. But be aware you need high quality links to truly show that your website is of great value (Stokes, R. 2013: p241).

5. User insights

User insights are how users use your website, how long do they stay on your website and do they return to the site. These are all things that show search engines that your website is worth ranking highly in the search engine results. You need to design and optimize your site to keep users on your site and make them return for more (Stokes, R. 2013: p246).

A final word

The concepts that we covered are the most important concepts for search engines when they are evaluating your website. It all comes down to having a website that is user friends, SEO friendly and a site that people want to revisit. Creating value for people is the most important factor.

References

Stokes, R. (2013). Part 3. Engage. In: Stokes, R. eMarketing: The essential guide to marketing in a digital world. 5th ed. Cape Town: Quirk eMarketing. p230-246.

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    • jandirk profile image
      Author

      JanDirk 2 years ago from Cape Town

      Thanks, been working on my grammar and spelling. Slowly but surely I'll get better. I'll have someone read it over :)

    • hoov45 profile image

      hoov45 2 years ago from Denham Springs, Louisiana

      This is good and useful information here. You may want to edit and correct some typos. Keep up the good work.