By Lottie

What is SEO in Digital Marketing?


Having a business online means you've probably heard of search engine optimisation or 'SEO'. SEO involves optimising content and making technical adjustments to a website to increase its visibility in search engine results. This can be achieved by writing content that's been enhanced for the web, so search engines will likely show your content when users search for questions online.

What is the role of SEO in digital marketing?

SEO in marketing is one of the most effective ways to grow your business's visibility online and cultivate qualified leads. SEO is an example of inbound marketing, as it's a strong concept for creating valuable content that aligns with the needs of your target audience and establishes worthwhile connections. 

Users who search online for a particular product or service will likely want to do business with you or your competitors. 

By implementing SEO strategies, you can improve your overall ranking for certain topics and keywords and using your website's analytics you'll be able to reach more organic traffic online.

What is the importance of SEO in marketing?

Even if you understand the importance of SEO in digital marketing, you may not be taking advantage of its full potential.

To fully comprehend SEO and why it's so crucial for your online strategy, we must understand the fundamentals of SEO and how they work.

There are three fundamental aspects of SEO to analyse and make adjustments that will play into your SEO and digital marketing strategy.

Technical SEO

Technical SEO refers to making adjustments to your site to make it easier for search engines to crawl, which is then listed in their directory. As an agency, we're noticing how ranking online is only getting more complex, so the work behind technical SEO is constantly evolving. 

On-page SEO

On-page SEO aims to improve your ranking by creating great content. We recommend utilising well-researched keywords in your web pages, creating high-quality content regularly and ensuring your meta-tags and titles are keyword rich.

Off-page SEO

Off-page SEO involves everything that happens off of your website that will ultimately improve your SEO, like building trust and exposure for your website through backlinks, one of the most common types of off-page SEO. Backlinks are the process of external sites linking back to your site.

How SEO can improve marketing efforts

We encourage the brands we work with when building a marketing strategy that incorporating SEO is a great opportunity to increase brand awareness, build connections and establish credibility in your industry. Here are some other factors SEO is important for:

Online visibility

One of the most significant goals of SEO is to increase your business's visibility, so more traffic is being driven to your website organically. The higher your rank on a search engine result page (SERP), the more likely potential customers will visit your website. Users tend to never explore past the first page of search results, so the more effective your SEO efforts, the higher your rank will be.

Better user experience

Through utilising SEO strategies, you'll be optimising your site, which will ultimately improve your user experience.

When you make your site more responsive, users will be able to access it with ease. Furthermore, a fast-loading website reduces bounce rate and encourages users to stay on your site for longer.

Essentially, SEO in digital marketing is crucial as it increases the visibility of your website, so more organic traffic is directed to your business. These leads can potentially convert into customers and drive more revenue.

Web visitors

Increasing visibility and ranking are two of the most important goals of SEO. Research shows that the top ranking spot, shown at the very top of search results and often achieved through paid advertisement, receives 33% of all clicks. Compared to the first five listings, which are reached through optimising your SEO obtain 75% clicks. So, if you want more people to see your site on the search results, then SEO techniques will help you require those top spots organically.


As a new SEO concept, authority is becoming more significant to increasing your rankings, as it shows search engines and users that your website is trustworthy, relevant and practical. So depending on how high your authority is, the higher your site will rank and the more leads you will have. 

Steps to implementing SEO in marketing

Adjusting your SEO and digital marketing strategies does not guarantee immediate results, as both require ongoing strategies and daily action to achieve long-term success.

Search rankings aim to provide the best results to their users, so to achieve a higher ranking, producing great content and optimising your site will have the best chance of increasing your visibility. Here are some of the basic steps to implementing SEO in your online marketing.

Creating quality content

Creating content that solves users' queries are considered more favourable, so if you can produce frequent informative blogs, your site will be ranked higher. 

And don't just publish new content

While posting new and frequent content helps immensely with your rankings, adjusting old content that's already published is also a great way to utilise your resources. 

To demonstrate to Google that your content still belongs on page one, you should go through your old content, update any errors, repair any broken links and replace old statistics with current data.

Understanding what your audience want

There's a lot of emphasis on creating content that understands what users are looking for when searching online, so you need to determine if your audience is looking for answers or if they're looking to shop online. Building content around this specific intent and knowing what your audience wants will help you rank. 

Keyword Research

We talked a lot about Understanding Keywords in one of our past blogs which explored the importance of keyword research. There are many reasons for researching keywords, but the two most important are for Google rankings and to create relevant content that your audience is looking for. Keywords can often give you insight into what people are searching for and help you niche your content. 

A lot of websites don't use keywords at all, thinking research is only needed occasionally when it's actually the other way around. SEO marketing strategies that regularly research, use, and update keywords are the most effective. So, utilising keywords on your blog and website will help you climb those search engine rankings.

Hone your website

SEO plays an essential role in online marketing to help your website reach more potential customers from all over the world.

We hope our guide has offered some more insight into SEO's role in digital marketing. For more information about our SEO and other marketing services, make sure to contact our cross-functional team.