By Uday M Patel December 10, 2022

Before the Internet, there was no search engine optimization. When the Internet got established and the World Wide Web came into the picture websites became the major interface for interacting online. Blogging also became popular along with many web applications like forums and SEO directories. The latter is not in practice anymore.

As the number of websites increased on the WWW, it became a problem to retrieve, the one with the right solution for the visitors. Then Google came into the picture, and indexing and ranking algorithms were born. Google revolutionized the WWW it made online search effective and easy. The company made systemic retrieval of websites with the right answers or solutions possible by typing search terms or keywords in the browser search box.

As the number of websites crossed the million figure, keyword competition crept in. Website owners and webmasters began an exercise to rank among the first ten blue links on the search engine result page or SERPs. They discovered the role of keywords on the page to rank and thus search engine optimization was born. Keyword stuffing worked, bad content worked, and almost all spam worked. But unfortunately, for spammers search algorithms were evolving. Now over two hundred metrics to index and rank websites that conform to search engine guidelines are in use.

Build A Better Website – On-Page Optimization

Some metrics are known to webmasters or search engine optimizers while other are out of bounds. So the best approach to win the battle is to make a better site, add lovely useful content, and add optimized attributes. Titles play a major role in positioning on the right terms. Meta description too has a role to play. This in simple terms is on-page optimization.

Many elements are checked by the search engine algorithms to make sure that the site is well-categorized, user-friendly, and carries useful information about the keywords it is optimized for.

Although the main purpose of the SEs is to retrieve a site that matches user query when other sites are returning the same result, competition creeps in. Search engines judge the website’s popularity arising from social signals, analytic determinants, the performance of various metrics, and last but not least inbound links pointing to the site.

Build Online Reputation & Profile – Off-Page Optimization

Inbound links or external links pointing to a site were much valued by SEs like Google, Yahoo, and Bing to gauge the popularity of the site. The anchor text in the links provided immense information about the website that on-page elements could not. The links work the same now as they did before but the SEs measure their value stringently now with many metrics coming into the picture. You cannot spam them by creating link farms anymore. Natural links are most preferred besides those built under editorial scrutiny.

In off-page optimization, building or inviting better quality links, and publishing better content on diverse Internet publishing sites and social media is a must. Social signals are key to the quality and popularity of content.

All said and done SEO comprises excellence on both fronts. So make a better website and publish better content-wrapped links.

Role of SEO in Digital/Online/Internet Marketing

SEO is the key element in organic online marketing campaigns. Unlike paid campaigns it is free, leads to a better website, and content build-up, and helps rule over Social Media. All this is free, well almost since teamwork is required in an agency. Niche digital marketing campaigns require expertise in website building, content creation, and command over various social media platforms.

SEO drives free traffic toward a website or a blog. It is a time-intensive exercise but if conducted well leads to a stable high ranking on the SERPs. Visitors are more responsive to the ten blue links on the SERPs than to the paid Ads on the top of the right panel.

The content buildup is stable in search engine optimization, and it can be used for content marketing which is also part of Internet marketing. Stability and online reputation on social media sites driven by content lead to referral build-up. Visitors click on the links embedded in the content, or on your profile and elsewhere and reach your site page. This is known as referral buildup and the response can be returned from anywhere in the WWW where your link is present. It is an alternative to direct marketing.

High-valued niche authoritative blogs popular for guest posting and those belonging to influencers are best for referral buildup. Remember referral build like the position on SERP is an important part of online marketing. Guest posting sites embed nofollow links but the high traffic compensates for the efforts and the same applies to influencer blogs.

Thus, SEO or search engine optimization process is a subset of Internet Marketing. Along with content marketing and paid advertisement, it assures greater success in brand promotion, and goal conversion and fulfills other objectives. There are countless digital marketing agencies globally. These agencies specialize in search engine optimization, SEM, and content marketing. Hire the best the one which has built a considerable reputation for your online campaigns to achieve success.

Uday writes for an SEO Company in Mumbai hence the article. He also writes on digital marketing services in Mumbai in India. Uday writes on diverse topics related to marketing, business, regulatory compliance, wildlife, and travel to name a few.

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