How Does SEO Work in Digital Marketing
In this post, I will discover the whole thing on How does SEO Work in Digital Marketing? SEO is a set of strategies used to increase the quantity and quality of traffic to a website from organic search results. SEO strategies help websites rank well in search results for relevant keywords.
What are the different types of SEO?
SEO consists of a wide variety of tactics, and there are several different types of SEO strategies. These types include:
- On-page SEO
- Off-page SEO
- Technical SEO
- Local SEO
- Enterprise SEO
On-page SEO:
- URLs
- Title tags
- Alt tags
- Heading tags
- Internal links
- Content
- Navigation
- Design
Off-page SEO:
- Natural links
- Built links
- Created links
- Web 2.0 Websites
Technical SEO:
- Speeding up your site
- Updating your robots.txt file
- Creating an XML sitemap
- Dealing with duplicate content
- Using responsive design
Local SEO:
Local SEO strategies focus on searches that relate to specific locations, especially the searcher’s local area. They help get your business to show up on google first well for searches that contain phrases such as “near me” and searches including the names of cities, regions, or other areas.
Enterprise SEO:
Enterprise SEO shares many goals and techniques with traditional SEO but is tailored to the needs of especially large websites.
What is SEO like for large websites? The main difference between standard and enterprise SEO is that enterprise SEO focuses on short-tail, high-competition keywords. Short-tail keywords are typically only one or two words long and more generic than long-tail keywords.
The Different Types Of Digital Marketing: Which is right for you?
It can be a complete minefield when you’re trying to figure out which type of digital marketing is going to be right for your business. Everything sounds amazing, often promising the same things; but which type of digital marketing is going to be right for you? In this article, I hope to shine a bit of light on the subject so you can make the right choice for your business. Here they are; all the different types of digital marketing.
Search Engine Optimisation (SEO)
SEO is one of the first and still strongest types of digital marketing you’ll come across. 94% of all the clicks in search results go to organic listings – not PPC. The methods have changed over the years, but the aim is still generally the same. Get you higher up in the list when your customers do Google searches.
What is it?
SEO is a type of marketing whose main goal is to get you to rank higher up in Google searches.
Who’s it for?
Most businesses will need it – some more than others.
You can find out if it’s worth it for your business by doing a little keyword research – use the Google Adwords Keyword Planner tool for free and find out how many searches are being done for keywords around your business. If you’re a local business you might be able to do some yourself.
Pay Per Click Advertising (PPC)
When people refer to pay per click advertising, they are likely talking about the ‘sponsored’ links you often see in Google searches; however, they may also be referring to ads in other search engines too, like Yahoo or Bing.
They’re one of the only types of digital marketing that is completely short term – when you stop paying, the ad ceases to exist.
They are links to your website that you pay to get ranked above or alongside the ‘organic’ listings shown in a search. SEO is about ranking highly long term in the organic listings – PPC is usually about simply paying a search engine directly to be up there.
What is it?
The ‘sponsored’ links you’ll see in many search engine results. They’ll usually have a note somewhere to let you know they are sponsored.
They can also be picture ads featuring on other websites.
Who’s it for?
Just about anyone can use PPC and profit.
Approach with extreme caution, however – it can be a ruthless money pit if you don’t know what you’re doing.
A couple of quick tips – choose keywords that you think are very relevant searches to your products. Make sure you optimize your page content for those keywords – this can reduce the cost of your ads. Monitor the traffic coming in and sales/leads too closely; so you can cut out any ads or keywords that are losing you money.
Public Relations (PR)
Public relations cannot be overlooked – and although it’s not strictly just a type of digital marketing, I had to include it because it can have a huge impact on your digital marketing results.
Of all the types of digital marketing; PR is most likely to result in the most exposure quickly (apart from maybe viral marketing – but more on that later.)
What is it?
PR is all about exposure – whether that’s in a news article or giving a talk at an event, its aim is to get your business well known out there and in the right places.
Who’s it for?
Again, I’d recommend it for everyone, but particularly new businesses. One of the biggest hurdles is getting noticed when you start out – so PR is a great way to start.
Social Media Marketing
Social media marketing is a great way to get exposure and connect with your customers. Talking with your customers directly is a great way to get them to know, like, and trust you – which is ultimately the best way to make a sale, and maybe even a brand advocate.
If you’re considering all the different types of digital marketing – this is likely the one that will help you grow your relationship with your customers fastest.
What is it?
Social media marketing covers everything that you might do to drum up business on your social media channels – from Facebook and Twitter to Snapchat and LinkedIn – where ever you’re connecting with your customers socially – it’s social media marketing.
Who’s it for?
Most people can benefit but especially if you are a B2C company or you’re just starting out in general
Content Marketing
Content marketing is like all the best bits of digital marketing – wrapped up into one big cuddle Oh, content marketing. You are my hero. Content marketing is the ultimate type of digital marketing – because it includes all the best stuff, working in harmony.
It mixes great content on your website, SEO, PR, and Social Media Marketing in tandem.
Using all the methods together can make your business a serious success. Because it’s a combination of lots of the other types of digital marketing – it’s definitely my favorite.
What is it?
Content marketing is a method of digital marketing that uses good content that your customers want to read to encourage new sales and leads online. It can be content anywhere – from YouTube to podcasts, tweets to infographics – but most often it’s blog content on your website, driving new traffic through search engines like SEO.
Who’s it for?
I would say, everyone! But I’m biased. Also – it’s for everyone. If you want to get ahead of the competition before they tap into your content marketing secrets – get going now. It might already be too late.
Affiliate Marketing
Marketing’s easier with more people on your side Affiliate marketing is where your sit back and relax – and let someone else do the marketing for you. The only catch is if they bring in a sale – you share the profits.
The great thing is, unlike the other types of digital marketing – there’s no cost upfront.
What is it?
Affiliate marketing is where you recruit ‘affiliates’ for your business, and they draw in leads. Affiliates are like salespeople that you pay on commission. The ‘commission’ is determined entirely by you; some organizations offer a percentage of the sale made, others offer a flat rate per product.
Who’s it for?
I’ve mainly seen it used for B2C, e-commerce businesses, simply because you have to be able to track the direct sales and where it comes from for it to work well. Any website with a direct sale made online could work though.
Viral Marketing
Viral marketing is amazing – if you can get some content of yours to go viral, it could turn your business into an overnight success.
To make your next marketing campaign can take a combination of a number of the other types of digital marketing – such as content marketing, PR, and social media marketing – but it can also lead to some amazing results for your business.
What is it?
Viral marketing is when you do something either incredibly weird, hilarious or “on trend” in a currently popular topic, which gets you noticed and shared – a lot. It usually causes a big spike in traffic to your website over a short period of time.
Who’s it for?
Viral marketing can help any business out there – however – I’ve mainly seen big wins with B2C businesses. Mainly because consumer goods going to reach a much bigger audience than a business service…like insurance. Not impossible, just harder.
However I’ve even used some forms of viral marketing with success myself – not resulting in millions of views, but if you reach a few hundred of the right kind of customer it can mean big things for your bottom line.
Influencer Marketing
Influencer marketing is relatively new – but it’s a very exciting type of digital marketing.
It’s vastly different from the other types of digital marketing, but can be equally as effective.
What is it?
Influencer marketing is where you drive sales by striking a deal with someone who already has a following and “influences” your target market. It’s a bit like how Pepsi might sponsor Britney Spears as its spokesperson. If your target market was other entrepreneurs, for example, you might try to get Richard Branson on board to help market your business.
But these days, with social media, it goes even further than that. You can strike a good deal with a popular Instagrammer and get her to wear your brand of clothes in a couple of photos – and spend a few hundred pounds in order to reach millions of your target market.
Who’s it for?
Mainly B2C eCommerce business owners, but not solely. For example, I could attempt to get an influencer in my industry to tweet about me – and this would also count as influencer marketing and be great exposure.
Digital/Online/Website Marketing
Digital, online, website marketing – these are all the same things. And they cover any of the above. It’s an ‘umbrella’ term. So I would make sure you figure out which of the services you really want in the above list before going to an agency that does this, so you know exactly which types of digital marketing you should ask for.
What is it?
It’s an umbrella term for all of the above; it doesn’t usually include PR but often includes a mishmash of any of the above.
Who’s it for?
Everyone who wants to be successful online – whatever you do – don’t just invest in a website and let it sit!
Summary of the 9 types of digital marketing
Here’s a quick summary of the main goals of each of the 9 different types of digital marketing, in case you’re still not sure which is right for you:
SEO: Increase traffic from search engines
PPC: Increase traffic from search engines
PR: Increase exposure for the business
Social Media Marketing: Build customer relationships
Content Marketing: Increase traffic from search engines, exposure, sales & leads
Affiliate Marketing: Increase sales & leads
Viral Marketing: Increase exposure – short term
Influencer Marketing: Increase exposure – targetted
Online/Website Marketing: Coverall term; could include any of the above methods/goals
I hope you found this guide useful, and hopefully, you’re now armed with lots of questions for your digital marketer! You might even now know more than your digital marketer about all the different types of digital marketing.
How is SEO Important in Digital Marketing
The major types of SEO that digital marketers and website owners are using these days to rule over the internet include On-Page, Off-Page, and Technical SEO. These can employ any of the SEO types we have discussed above – white, black, and/or gray hat search engine optimization techniques.
a) On-Page
It simply refers to the activities used to optimize single or multiple pages of a site to improve its visibility on the SERPs. On-page includes optimizing web page content as well as its technical aspects. Step by step on-page SEO practices such as page titles, Meta tags, Meta descriptions, body tags, URL structure, image SEO, keyword density, internal linking, external links, headings, content formatting, and mobile-friendliness quickly boost your SEO.
On-page search engine optimization is the best factor for achieving high local results and gaining long-term SEO value with no heavy investment of time and money. Techniques used for on-page optimization such as Meta title and description results in improved CTR (click-through rate) and better user experience. Thereby, providing you an upper-hand while locking horns with your strong rivals.
b) Off-Page
It is just opposite to on-page, meaning it refers to activities that are performed directly off a site to gain a higher search engine ranking. This type of SEO helps strengthen the connectivity and influence of your site with other websites to create a trustworthy reputation and authority. Besides this, professional off-page SEO benefits in many more ways including increased SERP ranking, improved PageRank, and more website exposure.
- Technical
SEO has changed a lot over the last decade with the succession of algorithmic evolutions. It requires innovative skills and advanced approaches to effectively succeed in the competitive world. Among all the updates, one thing that remains completely unchanged is technical SEO – the foundation of all other strategies. It is not just an option, but a necessity that looks at the relevant technical features of a site and server configuration.
Technical SEO includes strategies that focus on improving the foundation and backend structure of a site to improve its readability and UX (user experience). It relates to indexing, site speed, structured data, mobile-friendliness, security, crawlability, canonical page references, and site structure. Depending on the present technical health of your site, you can use various technical SEO strategies. The primary techniques you can start working on right away include SSL (Secure Sockets Layer) protection, reduced site load time for mobile and desktop platforms, removal of broken links, removing mixed content issues, creating an XML sitemap just to name a few.
Conclusion
There is no doubt that SEO is a necessity that every business should pay close attention to if running a website online. Obviously, no one will come to you if they cannot find you on the web. Thus, to make a reputed presence online and get found by online visitors, it is important to optimize and improve on-page, off-page, and technical SEO. Use a well-rounded white hat search engine optimization plan that better up your overall marketing strategy.
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