As a business owner or marketing professional, you understand the value of digital marketing in helping your company develop.

If you have any brand awareness or successfully drive sales via the internet, you’re leveraging a digital channel to some degree, whether it’s social media marketing, pay-per-click advertising, or the basic minimum of having a visitor-worthy website.

Are you optimising your website for search engines in addition to the obvious digital marketing channels – those through which you pay for the chance to advertise your business?

Many marketing departments ignore SEO entirely, don’t include it in their digital marketing budget, or invest only a little amount of time and effort in it. What they don’t recognise is that SEO marketing is their hidden weapon and the missing link in their digital marketing puzzle.

What Is Search Engine Optimization and Why Do You Need It?


No matter where it comes from, traffic to your website is beneficial. It is preferable to have targeted traffic. Is there any way to receive free focused traffic? That’s how you get the most out of your money.

What’s the best way to receive free focused traffic? By providing quality content and optimising your website for Google (and other search engines).

Google strives to respond to search requests with relevant results (web pages). On the first page of the search results, the most relevant are listed. When Google delivers relevant results, the searcher is more likely to return to Google in the future.

But not just any website will do; websites that provide an excellent user experience, load quickly, and are visually appealing will. Search engine optimization is how you do this for your website. It enhances the likelihood that when someone searches the internet for what you offer, they will find your website.

To put it another way, free targeted traffic.

SEO As A Piece Of The Digital Marketing Pie


There are certain disadvantages to SEO. The fact that it can take months to notice any changes in your website’s ranking after it has been optimised is particularly noteworthy. It may take longer in highly competitive markets.

It’s an endless process. You’ll always optimise, especially since you’re bound by Google’s algorithm, which is altered at random intervals.

For these and other reasons, search engine optimization is more effective when it’s integrated into a bigger digital marketing plan.

Here’s how SEO does when it comes to other components of digital marketing:

Advertising With SEO And PPC

Your SEO approach should ideally come first, followed by your PPC (pay-per-click) strategy. This is because you consider technical SEO components such as site speed, URL structure, mobile responsiveness, redirects, and more while creating your website.

Even if you have a well-optimized website, your SEO approach is unlikely to attract traffic anytime soon. Your PPC plan kicks in to deliver immediate traffic while your website gradually climbs the search engine results pages.

Sure, instant traffic sounds fantastic, but you have to pay for it with PPC advertising. It’s also very simple to throw money. Negative keywords will be ignored, the right keywords will be targeted, amazing text will be used, and an effective call to action will be used, among other things that are the subject of another blog post.

As a result, paid search allows your SEO strategy to evolve and succeed over time.

Search Engine Optimization (SEO) and Content Marketing


The two peas in a digital marketing pod are search engine optimization and content marketing.

The aforementioned technical SEO on the website must be sound in order for quality content to rank. Even if you have fantastic content, Google will not send you traffic if your website isn’t correctly structured.

You simply need to add consistent and fresh content that speaks directly to your target market if your website is technically solid. Continue to write and your online visibility will improve.

It is not, however, a one-way street. To rank in organic search, your content must have excellent SEO, but an optimised website must have new, engaging material, which includes posts and pages.

There’s more to come. Off-page SEO — link building – is a part of search engine optimization. Off-page SEO is the process of establishing your brand’s authority in locations other than your website. It is one of the most significant determinants of your rating.

How do you go about building links? Google, on the other hand, wants you to develop high-quality content so that other websites will connect to you.

You’ll need both SEO and content marketing if you want to boost the ranks of your blog posts and obtain the correct traffic for them.

Search Engine Optimization and Social Media Marketing

It’s crucial to note something that isn’t new but may surprise some people: social signals have no bearing on your search engine ranking. Meaning, having a large number of followers and likes and shares has no bearing on your rank on the search engine results page.

Does it, or does it not?

It isn’t the case. Not directly, at least. Isn’t it logical to assume that if you have amazing, regularly updated social media profiles with shareable material, people will want to check what your website looks like?

Those individuals will find an easy-to-use website with simple navigation that is optimised for both users and search engines because you read this post and are persuaded that SEO is an important part of your digital marketing strategy.

Now your website is receiving traffic, albeit not organic traffic. People begin to notice a pattern across your digital domains as a result of your website’s similar share worthy content, and presto – you’ve established trust and authority.

To put it another way, you’re getting leads. Leads can be converted into customers with a little nurturing.


It’s critical to maximise your online presence if you want to reach out to new customers and keep existing ones interested and coming back for more. Search engine optimization is your secret weapon for expanding your brand’s online exposure, and it works best when combined with other forms of digital marketing.

So, how can you include SEO into your current digital marketing strategy? Check out 101 SEO Tips for Beginners to get you started. Simply applying a few of these suggestions will improve your website’s search engine results.