Why Is SEO Important for Digital Marketing?

Why Is SEO Important for Digital Marketing?
2021-04-22
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You’ve probably heard a lot about SEO (Search Engine Optimization) and know that it’s important for digital marketing. But, you don’t know exactly why it’s important and what’s its role in the same.

The short answer to this would be that SEO and digital marketing are intertwined. They must be used together and act together for reaching the ultimate goal of marketing your business online. Otherwise, you better not dream of being the most visible business on the internet. It’s because when you combine content marketing, email marketing, social media marketing, and PPC with SEO you ensure your website ranks on the first page of the search engine results page (SERP). Ranking there guarantees traffic to your website or social media profile. And, that’s what every business thrives for, isn’t it?

But, how does that happen?

To explain this the best, let’s turn to the essentials of SEO and digital marketing.

SEO Core Elements

SEO consists of several elements, including:

  • Content – it’s the core element of SEO as it’s what drives traffic to your site. Those who come to your website/blog/social media page are interested in reading the content, not something else. It comes in various forms, such as blogs, web pages, infographics, videos, e-books, social media posts, podcasts, and whitepapers, and local listings. It’s also home to the famous “keywords”.
  • Keywords – carefully chosen words, formatted in bold, that help search engines find your page(s) when users search for something your page is about.
  • On-page SEO – mostly refers to using links, both internal and external, to link your pages to other pages within your site or another site.
  • Local SEO – most important for local businesses who want to attract local customers. It becomes more important because everyone uses their phones to find local information.

Digital Marketing Core Elements

Digital marketing encompasses various components, including:

  • SEO – search engine optimization
  • Content marketing
  • Social media marketing
  • Email marketing
  • PPC advertising

Looking at these two, we can notice that SEO is in fact an essential part of digital marketing. This is because it’s all about the content and optimizing the same for users… and content is the king; it’s what digital marketing advertises. But, there is more than this intertwining between SEO and digital marketing.

Why Use SEO in Digital Marketing?

Apart from being an essential part of digital marketing, there are many reasons why it must be part of every digital marketing strategy. Namely, SEO:

Drives Organic Traffic to Your Site

And more traffic is exactly what every business or individual website owner thrives for. By optimizing your content for search engines, it will rank higher on search engine result pages, thus increasing your site’s visibility. As a matter of fact, in a study published by Search Engine Land, 51% of the traffic on a website is organic. This makes SEO more effective than PPC – paid advertising, which, according to the study, drove only 10% of the traffic and social media, which drive only 5%.

It’s Budget-Friendly

SEO services, whether you have an employee or have hired a freelancer, have a fixed price. And, the cost towards the SEO expert is the only cost you pay for marketing via SEO. It’s because once your site is optimized, it drives traffic on its own due to ranking high on SERP. You don’t need to pay an additional price for advertising.

Outranks the Competitors

Everyone can pay for online advertising and get to be seen on search engines or social media. However, not everyone can be the first in the organic ranks. There can be only one and that’s the site with the best SEO. And, that site wins and outruns all competitors.

Builds Trust and Reputation

SEO helps your business/site become more trustworthy and gain a reputation. This is very important because people don’t trust what they don’t know. In those cases, they rely on Google (because Google knows best) and choose one of the things that rank highest. For example, if someone looks for the best glasses with screen protection, they will search Google and will choose some of the sites that rank on the first page, especially the first 5. And, the only way to get to the first site is to have SEO content.

It does that by using backlinks and keywords the target audience usually searches for. Moreover, it targets a specific group of users, which will potentially turn into customers or paid subscribers.

Improves the User Experience

As Google announced several months ago, the user experience will become a major factor for ranking on search engines. While the core web vitals have the main role, SEO also participates in it because it increases the site’s usability and user experience.

Increases ROI

Higher Return On Investment (ROI) means more earnings on the invested amount, i.e. paid ads. A good ranking means more visitors who can turn into potential customers, which increases the conversion rate. And, as you know SEO is the crucial factor for organic ranking on search engines.

Improves PPC

PPC (Pay-Per-Click) is the most common paid advertising method in digital marketing. If you’ve used it before, you know how important the quality score is for your ads. It’s because the higher the PPC quality score is, the lower the cost per click is, and the better-performing your ads are. In other words, a higher quality score means more effective your ads are at a lower cost per click.

If you combine SEO with PPC, you will get a higher quality score and a higher ranking on SERP. Plus, the traffic to your site will increase by an incredible 50%, as a study from Google suggests.

As can be noticed, SEO plays a major role in digital marketing. It’s not only because SEO is part of the same but because it ensures it’s more effective. That’s what makes SEO essential for digital marketing and must be used hand in hand with it.