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What is SEO?

SEO represents one of the fundamentals of Digital Marketing. It consists in the process of improving a website’s technical setup, content relevance and link popularity to increase its visibility on search engine results pages. By presenting material that satisfies user search needs, search engines advocate SEO actions that help the user search experience and the page’s rating.

Key Components of SEO in Fundamentals of Digital Marketing:

  • The use of relevant keywords in page titles, meta descriptions, and headlines (H1)
  • Descriptive URLs that contain keywords
  • Schema markup to explain the meaning of the page’s content


Importance of Search Engines: Search engines are a popular starting point when people need information, whether it be a product, restaurant, or travel arrangements. They offer business owners a great opportunity to drive targeted traffic to their websites through SEO.

The process of positioning your website to appear higher on a search engine results page (SERP) in order to draw in more traffic is known as search engine optimization (SEO). For search terms that are most important to your target audience, it is common to try to rank on the first page of Google results. Therefore, understanding your audience’s wants and needs is just as crucial to SEO as knowing the technical details of how to set up your website.



What makes up for search result?

Paid and “organic” search results can be seen on SERPs, with the latter not generating revenue for Google. Instead, Google displays organic results based on their assessment of a site’s quality and relevancy. The type of search query will determine what components, such as maps, photos, or videos, Google will show on the SERP. When it comes to search engine optimization (SEO), understanding of the fundamental of digital marketing is crucial for a site to rank higher in the organic results.

If a consumer searches for “shoes,” the SERP may have many adverts due to the high purchase intent and the number of shoe manufacturers bidding for a spot in the AdWords results. However, the first organic result may be further down the page than expected. On the other hand, a search for “Atlanta Falcons” may yield results related to the professional American football team, such as their homepage, knowledge graph, and recent news. However, there may not be AdWords results as there is not likely a strong purchase intent behind the keyword. Understanding the fundamentals of digital marketing, especially in regards to SEO, can help marketers determine the best approach to advertising.

If the search is altered to “Atlanta Falcons cap,” the SERP results may include more sponsored results, indicating a possible shopping intent. To effectively implement SEO tactics and improve a site’s ranking, it’s important to understand the fundamental principles of digital marketing.

SEO importance

The goal of SEO is to improve your organic search results. AdWords, shopping, and local results optimization all require various techniques to be used.

Although competition on SERPs may seem high, a strong SEO strategy can still drive success and profits. With billions of daily searches, organic rankings are a crucial part of the digital marketing landscape. Investing time and resources into SEO can lead to free, targeted traffic to your website.

Patrick Hathaway, co-founder of SEO inspection tool Sitebulb, wrote this article for MailChimp to emphasize the importance of SEO in digital marketing. By focusing on the fundamentals of SEO, you can drive traffic and success to your website.