Importance of SEO in Digital Marketing

SEO in the field of Digital Marketing

There are many marketing techniques used in digital marketing. It refers to any marketing tactic that uses digital technologies such as email, mobile phones, television and radio to promote a brand, product or service. Search engine optimization, social media optimization, search engine marketing, content automation, content marketing, e-commerce marketing, social media marketing, PPC, advertising and email marketing are all aspects of digital marketing. Digital marketing is not just about buying and selling products and services. It’s about entertainment, social interaction, news and the opportunity for consumers to engage with your brand.

Search Engine Optimization (SEO)

Search engine optimization is actually a way of attracting users to a website. It’s a series of strategies to increase the number of visitors to your website and therefore its ranking. This is mainly due to the strong influence of the evolution of search engines on SEO elements.

The role of SEO in digital marketing

Search engine optimization has played an important role in digital marketing for a long time and continues to do so. Here we look at why SEO is so important in digital marketing.

Visibility and ranking

One of the most important functions of SEO is to increase visibility. This means making it easier for potential customers to find you when they search for what you have to offer. Visibility is directly related to your location.

The higher you are on the search engine results page (SERP), the more likely a potential customer is to see you and go to your site. This is particularly important given that a quarter of internet users do not click on the first page of the SERP.

Increase brand awareness

When you focus on search engine optimization, you increase the number of visitors to your website. This increases brand awareness and encourages people to buy your products and services.

SEO is cost-effective

Search engine optimization is very cost-effective compared to other digital marketing methods. Instead of hiring a dedicated SEO employee or team, you can outsource this task to a company with expertise in Google rankings and everything related to SEO. Companies that want to outsource can always opt for affordable SEO content writing services from different SEO service providers. These providers free the companies from SEO stress and allow them to focus on their original product or service.

SEO gives you relevant traffic and leads

Search engine optimization increases traffic to your website. Good search engine optimization (SEO) ensures that your website appears on the first page of Google search results for keywords relevant to your business. In other words, if your business is a restaurant at any place in Australia,, search engine optimization will ensure that you are at the top of the search results for the keywords restaurant in Australia and bring interested web traffic to your business.

By getting relevant traffic to your website you can increase brand awareness, gain leads and convert visitors into paying customers SEO can help you get targeted traffic based on keywords related to your products and services.


The concept of authority is relatively new to search engine optimization, but as its importance to web users grows, it is becoming increasingly important to search engines as well. Basically, authority means that your site is trustworthy, high quality, relevant and has something to offer. The higher your site’s authority, the better it will rank and the more your potential customers will trust your brand.

SEO helps boost ROI

SEO can significantly increase the return on investment. Basically, it works like a cycle – good SEO practices will increase the number of visitors to your website and therefore your Google rankings; a rise in Google rankings will attract more visitors and conversion rates; followed by a higher return on investment (ROI).

Local SEO increases traffic and sales

Google has reported that 50% of consumers who did a local search visited a store on the same day. If your business has a location, SEO can bring customers to your door. Optimising your web presence also means that potential customers can more easily find your address, phone number, opening hours and other information that can lead them to your website or store.

Creating a better visitor experience

Another reason SEO is key is that all the time you invest in creating great content and optimizing your site with on-page SEO will improve the usability of your site and create a more positive and seamless customer experience. For example, if you create a responsive website, it will be usable by all visitors who like to browse the internet from a mobile device, as well as those visiting from a laptop or desktop. Similarly, by increasing the page load speed, you reduce the bounce rate and make visitors spend more time on your site. Nearly 50% of consumers expect a page to load within two seconds, and the longer the load time, the higher the bounce rate and lower the conversion rate.

Increasing sales through inbound leads

People are already looking for the product or service in search engines when they find it on your website. They will discover it, which means you have less work to do to complete the sale. Unlike field sales, which require phone calls, emails, etc., you have less work to complete the sale.

SEO is the future

SEO techniques are not only relevant in today’s environment, but they also have great potential for the future. Local SEO can be very beneficial for your business because it can help you improve your marketing game. By investing in SEO now, you can better prepare for the future.

Good SEO can improve PPC

If you’ve ever used pay-per-click marketing, then you know that quality rankings affect your campaign. Higher PPC quality scores can reduce your cost per click and contribute to better ad performance, making your ads more profitable. The combination of website optimization and SEO will help in improving the score of PPC campaigns. If you want to make your PPC campaigns successful, then use both these techniques together. SEO also works in conjunction with other marketing strategies. According to a Google study, integrating SEO and search engine advertising improves ad effectiveness and can increase traffic by 50%. SEO can also improve retargeting efforts and increase brand awareness.


The final reason SEO is important is that it can help you achieve a number of business goals. SEO can help you build better relationships with your audience, improve the customer experience, increase authority, bring more people to your website, get ahead of competitors and increase conversions, which means more sales, more loyal customers and more growth for your business.

Make your website mobile-friendly

Google has announced that you need to focus on the user experience of those who visit your website via a mobile device. If visitors have a poor experience on a mobile device, they are less likely to stay on your website and explore other content.

SEO builds trust and credibility

How often do you check the second or third page of Google results? Probably not that often. If a customer searches for your business and it doesn’t appear in the first result for a relevant keyword, it will become a cause of concern. They may think that your company is not the best in the field, that you are inexperienced or irrelevant. When your company ranks high in search results, customers gain a sense of credibility. Consumers have more confidence in companies whose websites rank high in search engines like Google.

Improve page speed

Page load speed helps users view your website’s content faster. If a page loads slowly, users are more likely to leave the page without reading the content. SEO prioritizes faster loading pages.

Types of Search Engine Optimization

There are many types of SEO, each of which has its own importance. For more information on the types of SEO, go through the details given below.

White Hat SEO

The term white hat SEO refers to any optimization technique that follows Google’s search engine guidelines. While you have to be patient to see results, they are sustainable and build a real reputation for your brand. You don’t run the risk of having your site banned or lowered in search results when the algorithm changes. It is of low-risk and high-reward SEO, if done right.

Black Hat SEO

Black hat SEO optimization is the complete opposite of white hat SEO optimization because it looks for and exploits holes or weaknesses in Google’s search algorithm to get better SERP positions. It does not follow the search engine’s list of SEO do’s and don’t spam or paid link building methods, keyword stuffing, showing different content to bots/crawlers and humans (called cloaking) etc. to gain an advantage. Needless to say, black hat SEO can lead to your site being blacklisted or dropping in rankings, so it’s best to avoid it. Plus, these risky SEO techniques only produce short-term results.

Grey Hat SEO

SEO agencies often use gray hat tactics because they are under pressure to get quick results for their clients, and their approach falls somewhere between white hat and black hat SEO. Although Google’s webmaster guidelines do not explicitly state that such methods are prohibited, they are still criticized and can lead to poor search results.

Negative Search Engine Optimization

Of the various types of SEO, this type is by far the most disgusting and unethical. The goal of negative SEO is to bring down your competitors’ search rankings so that you can take their place or profit from it yourself. Negative SEO methods include hacking into someone’s website and creating suspiciously low quality links to it, posting negative comments or opinions about it on various online forums, and so on. Needless to say, negative SEO can also lead to legal problems if the practitioner is caught.

On-page SEO

This category includes all the steps you take to improve your website’s search engine rankings. On-page SEO includes writing quality content for the sole purpose of making it useful to site visitors, adding meta tags to help Google’s bots better understand the content, using HTML tags to mark up headings and other content elements, and making sure there are no broken links or duplicate content/pages on the page.

Technical SEO

Technical SEO is about helping Google’s crawler to correctly crawl, interpret and index all the pages on your site for future use. Some of the techniques used are creating a full XML sitemap, creating a mobile site and adding structured data to help the crawler classify and rank pages by content type.

Off-page SEO

Off-page SEO refers to anything you do outside of your website to improve your ranking in Google SERPs. This includes working on external ranking factors such as link building from trusted sites in the same field as yours, successful social media marketing and positive customer reviews in various online forums.


SEO is very important for online businesses. You can get a lot of traffic and those visitors can easily convert into customers. You can hire a team or outsource your SEO work.