SEARCH ENGINE OPTIMIZATION: A DIGITAL MARKETING STRATEGY

Digital marketing

Over the years marketing has seen much evolution. Before, you would go to different places to promote your product or service. Now the Internet is the means to market. If you have a business, you need to make an appropriate website besides having a physical location for it. This type of marketing is called digital marketing, where you promote your business online. This digital medium does not just include the internet, but also mobile phones, apps and more. Digital marketing has changed the entire strategy of marketing. There are so many things you need to keep in mind when you are marketing your business online. These things are known as the digital marketing methods, namely SEO (Search Engine Optimization), SEM (Search Engine Marketing), content marketing, influencer marketing, etc.

Search Engine Optimization

Search Engine Optimization, as the name suggests, is the process of increasing the quality and the quantity of the web traffic by enhancing the visibility of the web page to the search engine users. In SEO, the focus is on the improvement of the visibility of unpaid results to the search query and not on the purchase of the paid placement. It consists of optimizing different kinds of searches like image search, academic search, video search, news search, etc.

What does optimizing a site means?

When we talk about optimizing a site, we mean editing the content of the site, its HTML and its coding to improve the relevance of the site. Even though this does not appear to make much difference to some people, it does change a lot when your site starts appearing as the first search result just because you modified some of the keywords. SEO also figures out how the search engine works, which algorithms they use, and then as a result tries to change the site in such a way which benefits from its algorithms.

How search engines work

Search engines like Google, Bing and Yahoo! use crawlers to find different pages for the query results. If the pages are already indexed by a search engine, then they will automatically appear in all the search queries. One of the most useful ways to increase the prominence of your page is by cross linking your page with each other and providing other important links on the site. 

The different categories of SEO techniques

Search engine optimization techniques are divided into two categories: white hat and black hat SEO techniques. White hat techniques are the ones which are considered legal and are hence approved by the search engine companies,whereas black hat ones are not approved by them. This is the reason that they try to reduce the usage of the black hat techniques. One should know that SEO is not the appropriate strategy for every website. There are a variety of different kinds of strategies like paid advertising through pay per click campaigns, which can be used to make it more prominent and worthy of queries.

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