SEO is one of the essential components of digital marketing. At first, it may seem a bit of difficult but trust me, it isn’t.
Imagine that you are selling Ethnic dresses online via digital marketing channels. If you are advertising the dresses on display ads or Facebook, the person looking at it may or may not be interested in buying a dress.
However, someone who is searching for a keyword like ‘buying running Indian wear’ or ‘top 10 designer dresses’ on a search engine is more likely to buy a dress. With search engines, you are reaching out to people who are looking for you. You are meeting them in the middle. However, with display ads (interruption ads), you are knocking on the doors of people who may or may not be interested in what you have to sell.
Imagine search engine like being a big marketplace, and the internet user who uses the search engine is like the guy walking into the marketplace and looking for what he wants. However, display ads are like door-to-door salespeople knocking at different doors to try to sell something. The buyers are not interested, and they did not welcome the salesman.
Buyer intent is clearly expressed in search engines compared to any other digital medium. That’s why SEO and SEM are one of the most essential components of digital marketing.
Main SEO Factors- Relevancy and Quality
When you think about search engine results, there are two important factors involved in it. One is relevancy, and the other is quality.
Relevancy: If you are searching for “top 10 mobile phones” and if the search engine shows results for “top 10 mobile phones”, the result will not be useful for you even if the page about the top 10 mobile phones is of high quality.
So the results have to be both of high quality and high relevancy. Quality signals are sent mostly by the web users based on their behaviour, and we call it off-page SEO. Relevancy signals are mostly sent to Google by Webmasters, and we call it on-page SEO.
Quality: If you are searching for “top 10 mobile phones” and if there are 50 websites who have written articles about top mobile phones in the market, you would want the highest quality result to appear on the top. You might not want to read lower quality articles.
Search engines track user behaviour on a site to try to find out the quality and the relevance of the website and the pages inside it. There are many user signals recorded by the search engines, but the major ones are obvious.
• If a user finds an article useful and relevant, he will share it on social media. (Social Signals)
• He may link to the article from his blog or a discussion forum. (Backlinks)
• He will spend a lot of time on the page reading the article. (Time spent on site)
• He will not hit the back button on the browser after clicking on your link in the search engine results. (Low bounce rate)
Off-page optimisation is done by your users by communicating these signals to Google. These signals are predominantly signals of quality but have relevancy signals too. User signals are not under your control.
Google also wants signals from webmasters (website owners) about the type of content that is available on our websites. These signals are predominantly relevancy signals than quality signals. Because every webmaster would claim that their content is of the best quality!
• Title of the page and website as a whole
• Meta description of the pages
• Images and image alt tags on the pages