SEO Marketing - Guide to Search Engine Optimization
Digital space is the new market. Twenty-five years ago, if someone would have told us the same thing about the Internet, then we would have laughed at his face. But as time changes, so do our opinions. With the advancement of digital space and globalization, businesses have many opportunities before them to market their product or service.
- What is SEO marketing?
- How do Google search results work?
- SEO vs. Paid ads (PPC)
- Keyword research
- Tools to be used in SEO marketing
- Why Seo marketing?
What is SEO marketing?
Search Engine Optimization (SEO) is something essential in the field of digital marketing. In layman's terms, SEO is a way to improve the traffic on your site, both in terms of quality and volume. However, its most interesting characteristic is achieving his desired marketing results through SEO without paying a single penny.
SEO isn't as simple as people think it is. Understanding the importance of one's target audience is the key to running a successful SEO campaign. What they are watching as content is the question one must ask himself before executing his SEO campaign.
How do Google search results work?
Google holds 86% of the total market share of global searches. Naturally, therefore, it's quite relevant to discuss how Google search results work.
Crawling is as simple as checking your inventory. There are hundreds and thousands of web pages on Google. Google discovers web pages and adds them to the list.
After discovering, Google tries to understand the purpose of the particular webpage through analyzing its textual and visual content like pictures, videos, and links. The data is then stored in Google index.
Google now uses the data stored in its Index database to resolve its user's queries. It analyzes the indexed data by considering various factors like location and language of the user, quality of different web pages, content relevance, etc., and provides the best possible results.
White Hat vs. Black Hat techniques
It's a trendy concept in SEO. White hat techniques are the ethical methods used by marketers to increase the traffic on their websites. For example, relevant keywords, backlinks to quality websites, mobile-friendly websites, etc. On the other hand, black hat techniques are the techniques that go against the rules of the search platform and are unethical to use to improve your site's ranking on SERPs. Some of these techniques are Keyword stuffing, plagiarism of content, etc.
SEO vs. Paid ads (PPC)
SEO and PPC are two of the basic components of digital marketing. Both are like the same roads that will take businesses to their ultimate destination: more visibility and traffic on their site. But the characteristics of both the roads are poles apart.
The basic difference is there in the name. Search Engine Optimisation works on organic search results created by the algorithm of a search engine like Google, Bing, Yahoo, etc. Whereas, Pay-per-click or PPC works on the competition and bidding between several businesses for getting a top ad-placement spot in search result pages.
In addition, SEO is free for anyone to execute, but on the other hand, advertisers have to pay the search engine for each click on their ads.
Components of SEO marketing
- Content: Your website's content should deliver to the needs of the readers or consumers. Bill Gates' quote, "Content is King" from 1996, is a golden statement proving its relevance even after 25 years. Search engines may surely rank your website up in the order if the content has both qualitative and trustworthy characteristics.
- Keywords: What are people typing in a search box that is directly related to your business? What most people frequently order to get the same type of result is termed a keyword. Keyword research is a necessary procedure for an SEO campaign.
- Backlinks: Backlinks are the links that connect your web page to other websites. When a website is connected to other quality websites, its chances of getting a higher spot in search result pages increase. Note that Google doesn't look at the volume of backlinks but the quality of linked websites.
- Social Media: Search Engines like Google, Yahoo, Bing, etc., changed their algorithm with the expansion of social media platforms. Optimizing your content on platforms like Facebook, Instagram, etc., can be a great addition to your SEO campaign. In these times, a good social media presence helps you to get more traffic on your official site.
There is a systematic way with which one may execute keyword research to achieve desired results. Steps are:
Analyze your business for relevant topics
Bring out the relevant topics and ideas of content directly related to your business and your target audience. Then, when you come up with a bunch of those topics, it becomes pretty easy for you to research for keywords. Note that you must choose topics while keeping in mind your target audience's wants to read, not what you want to deliver them.
Search Keywords for those topics
Say you're a company manufacturing and selling beauty and skincare products. After your analysis, you find people are interested in topics like how to protect your skin from harmful sun rays? Then the keywords that you may find using under that topic are: best sunscreen lotion, herbal methods for skincare, etc. hence finding keywords that strengthen your topics is a necessity.
Internet readers reading your content are your potential customers. Many times the keywords you may use have more than one meaning. Say, for example, the keyword is "Skincare technique," on the one hand, it means skincare technique against ultraviolet rays of the sun, and on the one hand, it means skincare technique for getting that dream glow. You have to find what is the intent of your customers behind typing that keyword.
Type your keyword in the Google search box and scroll down to the end of SERPs; you'll find suggestions and related searches of that search query. This trick may help if you're short of keywords for your topic and subtopics.
SEO and keyword research tools
Use Keyword researching tools like Google Search Console, Moz Keyword Explorer, etc., to find relevant keywords for your topics. These tools assist you in searching for keywords while considering factors like relevance and volume. The tools also assist you in finding a great mix of head terms (short keywords) and long-tail keywords.
Tools to be used in SEO marketing
Google Search Console
If you wish to know how Google sees your site on its platform, then Google Search Console is your best bet. This free tool from Google assists you in analyzing and optimizing traffic on your site.
Developed in 2008, this marketing optimization tool is an all-rounder for SEO, pay-per-click, keyword research, campaign management, etc.
With the most accurate SEO data (claimed by the platform), Moz Pro can have your vote in ranking your website always on the top of Search Engine Result Pages. In addition, it has a great combination of analytical, keyword search, and other marketing tools to make your SEO campaign a success.
SEOQuake is one of the best SEO marketing tools one can find in a free category. With search listings from different search engines with accurate auditing reports, this tool is a great mix of facilities that assist you with your SEO campaign. Its relevance is that it is very popular among small-scale businesses that want to strengthen their online presence.
As we all are aware of the importance of Keyword research in making an SEO campaign a success. Keywords Everywhere is a tool that analyses volume searches on a search engine and provides you with the best competitive keywords to use for your SEO campaign.
Used by the top marketers in Webspace, SpyFu is a top-rated keyword search and management tool that provides you with features that help you sustain top-spot competition in SERPs.
Available in multiple languages like English, French, Spanish, and Mandarin, Google trends provides you with the analytics that shows the popularity of top searches on Google across expanded geographical boundaries. Apart from Google Search Console, it is the second-best tool that google provides to ease your efforts.
HubSpot Website Grader
If you want to check the performance of your website in a more analytical sense, then HubSpot Website Grader is your go-to website. Created in 2008, this platform is a free performance analyzing tool that grades a website against several parameters like SEO, website traffic, mobile accessibility, social media presence, graphical interface, etc.
A free analytics facility provided by Google can access the data related to your website's traffic. The data may include session duration, bounce rate, etc. It is advisable for small and middle scale businesses.
Why Seo marketing?
According to an estimation, Google facilitates more than 5.6 billion search queries every day. That means the total number of google searches goes to around something 2 trillion per year. With more searches comes more opportunities for visibility. Businesses should use this to their advantage and vote for SEO to assist them.
Google or any other search engine do not charge you a single penny for optimizing search engine results. It's the best way to manipulate search results in your favor as it doesn't add up to marketing costs. Google also provides free tools like Google Search Console and Google Trends and promotes Search Engine Optimization.
Search engines like Google itself promote SEO. It's crystal clear that the algorithm and search results are completely fair. It's not like paid ads having a particular ad space in SERPs, even if they don't deserve that. When your website ranks higher in google search results after a successful SEO campaign, that means you deserve to be there. Your content is relevant to what users are searching for.
About the author
Dennis Hoinkis has been working as a web developer and in online marketing since 1998. After building up a marketing agency and the exit in 2013, he consulted international groups as a freelance consultant. Since 2020, he and his team now offer staffing services in this field.
Dennis Hoinkis CEO, FSOM Group Corp.