Why Seo Is An Essential Digital Marketing Headache

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jakaria
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Joined: Tue Jan 25, 2022 4:26 am

Why Seo Is An Essential Digital Marketing Headache

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Are you down with PPC and not sure where or how search engine optimization fits into the digital marketing mix? Better yet, do you need to add both pay-per-click and SEO to your overall marketing plan? Looking at both, you can see why it might seem confusing. In fact, with as many acronyms as there are in digital marketing - PPC, SEO, SMM, SERP, Guest blogging, etc., it almost seems like we're offering a bowl of alphabet soup - hot, steamy and full of broth. Yet, from a marketing perspective, these noodles are really two sides of the same coin. Pay-per-click or other forms of paid advertising are essential for any brand looking to get much-needed attention and traffic, whether to your website or physical location. And with 9.97 billion Google searches in the US in July 2019 alone, it's easy to see why getting your overall digital marketing plan right is important. While paid advertising certainly fills admirable shoes, SEO is also essential to building your brand and increasing your authority in the industry, and even generating more leads, but sometimes the “Why” behind it gets a little hazy. So let's dive in and clear the way. What is SEO? Search Engine Optimization, or SEO as it is more commonly known, is the process of increasing your brand's online presence through organic search engine results. SEO also helps you increase the quality and quantity of visitors to your website, which brings your business more visitors, more leads, and more customers. SEO is based, in part, on the keywords your audience is searching for. So, keywords are part of SEO, but so are meta tags, title tags, headings, link building, and alt image attributes.

This makes content creation seem like a lot of technical work, but it's easier than you think. A key thing is to have quality content that speaks to your audience and anticipates their needs and questions. SEO content has come a long way since its inception, and today's optimized content is designed to be read in an educational, but also conversational tone, depending on your audience. If your audience loves visual content or video content, you need to optimize your YouTube channel or website to phone number database better engage your audience. In fact, today's SEO efforts should flow seamlessly into your content. The days of keyword and link stuffing are over, and search engines and audiences are responding better than ever to the quality of your content. This brings us to our next concern – white hat vs. black hat SEO. Does the hat matter? Hold the phone! What do hats have to do with SEO? A little, in fact. SEO is grouped into two different hats – black hat and white hat. Knowing the difference is important for your digital marketing success. There was a time when marketers increased the density of keywords in your content or the number of links attached. Likewise, other, less savory methods of marketing have been used, which has given content marketing and other digital marketing a bad name. At the time, these tactics initially helped increase page rankings, but did little to generate leads and conversions. Today, these methods are demystified, but not non-existent. Two forms of black hat SEO, keyword or link stuffing, can cause search engines to penalize you today and bless your website with negative rankings. Or even worse, your website might even risk get banned by search engines. It is therefore important to do your SEO well. As mentioned earlier, Black Hat SEO methods are still around and they involve the use of means that attempt to "trick" search engine crawlers into violating search engine terms of service. All this and for what? To boost your ranking in search engine results pages. You see, black hat SEO optimizes your website and content specifically for search engines, not your audience.

The problem is that search engine algorithms are constantly changing and once the web crawlers hovering over your published content discover black hat SEO, your content ranking will be penalized or your website and content may be prohibited. It is far better toWhite Hat SEO, on the other hand, uses different techniques to optimize your website and its content. Instead of focusing on optimizing your content for search engines, White Hat SEO focuses on your audience, which is what you should be optimizing for anyway. White hat SEO is also considered the most ethical approach to SEO and includes methods such as link building and sharing, keyword usage, analysis, title and metadata tags, and more. When you focus on your audience and what they're looking for, and provide high-quality, value-driven content to meet their needs, you're on the right path to SEO success. SEO or PPC? What should you invest in, SEO or PPC, to get the most bang for your buck in digital marketing? The answer is both. Here's the thing. SEO and PPC are two different sides of the same team. In other words, they perform two different but important marketing functions. Paid marketing and SEO appeal to two very different audiences. PPC is for your “unbranded” audience. You can think of this group as the people who would buy your product or service if only they knew you existed. SEO, on the other hand, targets your “branded” audience. These are the people who have an existing relationship with your brand. They know the brand. Maybe they have already tried your products and services. Or, maybe they are existing, repeat customers. So to get the most attention, you need a mix of SEO and PPC or you risk missing out on the combination of traffic and leads that each group brings to the table. There is no doubt that SEO plays a vital role in digital marketing. The only question is finding the right SEO for your business needs. An experienced SEO professional can assess your business needs and recommend the best SEO methods to help you achieve your goals. It's not something you should try on your own or trust someone with little to no SEO knowledge. The best results are achieved through the use of industry experts. So, are you ready to put on that white hat and reach new heights in digital marketing?
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