What is SEO In Digital Marketing?

July 14,2023

SEO in digital marketing helps your website take a quantum leap in terms of online visibility. The website is strategically optimized to reach a target audience & get found in search engine SERPs like Google, Microsoft Bing, and others more frequently.

However, if you are still wondering what is SEO in digital marketing and how does it help your website? Then, the answer is simple.

When you optimize your page, it increases the probability of finding your content on top of the search results. The higher it ranks on SERPs, the more attention it grabs and the more engagement.

It attracts website visitors who can become potential leads and eventually become consumers or returning buyers.

How Does SEO In Digital Marketing Work?

If you still haven’t got a clear picture of what is SEO in digital marketing? Then, let us dive deep and understand how SEO in digital marketing works.

Also, on what parameters do Google and other search engines like Bing and Yahoo rank your content higher?

When you adopt SEO in digital marketing, you optimize your website to appear in SERPs for relevant keywords and phrases.

Keywords are specific words and phrases that your target audience searches the most online on that relevant subject matter.

When a user searches for a specific keyword or phrase on search engines, it filters out the best websites on that subject to enhance user experience.

And that’s why SERPs have hundreds of ranking criteria that decide your content ranking in the SERPs.

A few examples of Digital marketing SEO techniques include -

  • With a responsive design, you can make your content mobile-friendly
  • Creating value-added content helps it to align with search intent
  • Inserting high traffic & low competition keywords to rank quickly on top of SERP
  • Working on website navigation to give users a seamless & intuitive interface

How Do Search Engines Work?

A search engine is a sophisticated software system that assists users in finding relevant information on the internet.

It operates by crawling and indexing web pages methodically, organizing the content, and giving users search results depending on their queries.

When you type a keyword on the search engine, it analyses the content and shows relevant web pages from its index.

The pages are ranked depending on several aspects, such as experience, relevance, authority, and trustworthiness.

The algorithms are run through to decide the order of the search results, considering criteria such as keywords, website authority, backlinks, and content.

According to Google, 53% of US shoppers claim they use a search engine to investigate products before deciding whether or not to buy it.

Difference Between Organic Search vs. Paid Search

There are a few stark differences between organic search and paid search. The main difference is organic search is free, and paid search is paid.

Let us understand them in detail.

Organic Search

  • Organic search results are the most relevant results that come up on the top of SERP organically rather than relying on Paid Ads for visibility.
  • A website can be on top of the organic search results by optimizing it for Google. The pages are indexed, & then crawled based on certain keywords, meta tags & headings that give an overview of the content.

Paid Search

  • Ads drive search engine marketing in digital marketing. These Ads appear as top results on search engine result pages.
  • Advertisements are usually displayed at the top of a search page or in a left/right sidebar. Paid search operates on a pay-per-click basis where the advertiser pays when a visitor clicks the Ad.
  • Paid search appears when site owners run a paid Ad to have their site appear at the top of SERPs.

According to research by HubSpot State of Marketing Report (2021), 71% of marketers think their top SEO technique is to use strategic keywords.

How Is SEO In Digital Marketing Different From SEM And PPC?

While researching SEO techniques in digital marketing, one might come across SEM and PPC. These terms are explained below.:

SEO vs. SEM vs. PPC

SEO in digital marketing focuses on increasing your website's ranking in organic search results. These are the search results that appear below the paid/ sponsored results.

SEM, on the other hand, is an inclusive term that focuses on improving the rankings of both organic and paid results.

This means if you use an SEM strategy, you will run ads at the top and bottom of search results.

PPC (Pay Per Click)
PPC is a digital marketing service
 that assists in placing advertisements on search engines such as Google. This service allows you to bid on keywords and phrases for which you want your website to appear in search engine results.

When it comes to SEO vs. digital marketing, they are closely related, but they both have distinct purposes and different focuses in achieving online success.

While the former deals with only optimizing a website, the latter includes everything in its domain, such as social media marketing, Pay-Per-Click, email marketing, content marketing, and more.

Benefits Of SEO In Digital Marketing

SEO in digital marketing is a strategy that is meant to boost your brand visibility and sales through online presence.

A few of the benefits are mentioned below.

Increases Organic Traffic

Search engine optimization in digital marketing helps drive more organic traffic to your website.

This strategy makes your website rank higher in SERPs. This boosts your brand credibility and encourages visitors for more clicks.

Improve Brand Visibility & Awareness

SEO helps your content become more visible to users. The key objective of SEO is to make your website rank higher on SERPs.

This means more audiences are drawn to your site & will be able to find your business online.

Higher ROI

With increased organic traffic and more targeted visitors, the potential for a higher revenue (ROI) is much greater.

This enhances the brand loyalty for your website. People who find you organically are more likely to get converted into paying customers.

Better User Engagement

More optimized SEO drives more organic traffic that naturally boosts engagement with your website.

Better engagement leads to more targeted visitors to the website. This increases conversions from potential leads to loyal customers.

Targeted Traffic

When SEO is successfully implemented on the website, it draws in a more targeted audience to your website.

People searching with specific keywords will readily find your company on top of SERP and visit your website.

More Sales

SEO will help in outranking your competitors and would increase your sales manyfold.

More visibility brings in more engagement; better engagement fosters brand loyalty, leading to more conversions.

Types of SEO in Digital Marketing

The four categories of SEO in digital marketing are as follows:

On-page SEO

It is SEO optimization that helps search engines and users understand your content better.

Title tags, header tags, meta descriptions, keywords, and slugs are a few of the elements that can be optimized.

Off-page SEO

Off-page SEO takes place outside the website. Here, we focus on increasing the domain authority through backlinks.

In this process, you obtain links from third-party websites, social media networking platforms, and more.

Technical SEO

Technical SEO is considered to be the core of your optimization.

Important elements of technical SEO include crawling, rendering, indexing, and website architecture.

Local SEO

Local SEO is essential if you have an actual storefront.

Local SEO focuses on regional search results, whereas regular SEO assists on a worldwide or national scale.

According to a survey by HubSpot State of Marketing Report (2021) - After social media, the website is the second most popular marketing channel.

Final Thoughts

SEO plays a crucial part in your website's ranking, which in turn plays an important part in your brand visibility.

We at Invoidea are an SEO agency in Delhi that aims to cater to all your SEO needs and make your website successful.


Aman Koundal

Digital marketer at InvoIdea Technologies Pvt. Ltd.

Aman Koundal is a digital marketing strategist at Invoidea Technologies Pvt Ltd, a leading web development and SEO company in Delhi. He is a perpetual learner and also advises many start-ups and small businesses. With a deep understanding of online marketing and web development, he helps drive more traffic, boost online sales, and enhance customer satisfaction.

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