If you are an aspiring Digital Marketing professional, the concept of SEO must not be new to you. SEO or Search Engine Optimisation is the pillar on which companies today build their digital marketing programmes. In fact, SEO has become the new mantra for start-ups who want to fast track their business and compete with well-established giants without spending big bucks on advertising.
But is SEO enough to generate running business for a company? Well, no! Apart from being a DM strategy, SEO also forms the foundation for the proper working of all other digital marketing channels. And as someone who wants to make a career out of digital marketing, it is important to understand the importance of SEO with respect to various digital marketing courses available in the market.
How SEO uses in Social Media Marketing
Social media channels such as Google+, Facebook, YouTube, Twitter, Pinterest, etc. have a deep impact on where a company name appears on search engine result pages. Users often turn to social media to look up more information about a company. Consequently, search engines like Google use these social media searches to rank a company. SEO also impacts company profile pages on social media. For example, duplicated content on social media profiles bars social engines from featuring them in their search results. Social media updates such as Face book posts and Twitter tweets can easily brand in social channels
SEO in AdWords and PPC Management
AdWords is an advertising service provided by Google, which works on the system of Pay Per Click (PPC). Companies use AdWords to display ads about their products or services and pay only when a user clicks the ad. These ads appear on Google’s Search Engine Result Pages (SERPs) when users enter particular keywords into the Google search field. This means that the content in the ad must include those popular keywords. In other words, the ad must be SEO friendly. The more keywords an ad contains, the higher are its chances of appearing for a particular search string.
SEO in AdSense
AdSense is another advertising service provided by Google in which webmasters can display targeted ads on their site. These ads can be image, video or text-based. The webmaster earns money when visitors view or click the ad. Besides ad display on websites, AdSense also provides ads for search result pages, mobile applications, RSS feeds and more. Just like AdWords, AdSense ads are also linked to the keywords that a user enters. In other words, SEO affects the ads that are displayed. The most relevant ads based on SEO ad content are displayed and webmasters can earn money when visitors click them.
SEO in Online Reputation Management (ORM)
Online reputation is the online feedback that people give of a particular website or a company’s products and services. This feedback can be positive or negative and is usually given on company profile pages maintained on social networking sites. Online reputation must be managed proactively to keep the company’s brand name positive. It consists of SEO tactics and strategies to convert negative feedback, if any, into a positive one. Using SEO, digital marketers can identify negative publicity that has been given to a particular company or website and work towards making it positive.
SEO in E-Commerce Marketing
E-commerce marketing is a blend of various types of advertising strategies such as video ads, social media ads, e-mail campaigns, PPC, Google AdWords, and so on. All these strategies thrive on good SEO techniques for high SERP ranks. Of all SEO techniques, popular keywords as well as long-tailed and short-tailed keywords play an important role in page rank. SEO also helps understand how competitors are performing in the online market for a similar products and services. Besides keywords, inbound and outbound links, site structure and website speed also play an important role in optimising websites for search engines.
SEO in Content Marketing
Content plays a very important role in website SEO. Not only should the content make use of SEO keywords, but these keywords should also be updated periodically to ensure high page ranks on search engines. This is because popular keywords keep changing from time to time as per user preferences both locally and worldwide. So a website must be ready to incorporate these keyword preferences into its content. Besides updating keywords, websites must also showcase fresh content periodically for search engines to keep “crawling” through them and maintaining them in their search results. Most websites cater to this SEO requirement by posting new blogs regularly and frequently releasing new posts on their social media pages.
SEO in Mobile Marketing
SEO with respect to mobile marketing, consists of various techniques such as responsive website design, high page load speed, minimal external links to other websites, absence of pop-ups, and so on. Mobile sites must also be optimised for local searches so that they rank high on SERPs. Buttons should be designed and placed perfectly on the web page to facilitate easy click ability.
So, barring a few digital marketing strategies such as e-mail marketing and Google analytics, SEO is the foundation for all other digital marketing avenues. If you are looking to make a successful career in digital marketing, it is imperative to get in-depth knowledge of SEO and how it affects other marketing channels. Make a training programme in SEO your base to learn about other spheres of digital marketing.