SEO Marketing: Importance and How to Build a SEO strategy

For someone who is new in the world of search marketing, you may have come across a term “SEO content” in many technical and market meetings.

SEO refers to Search Engine Optimization and is part of the process that assists in improving your website’s visibility on search engines such as Google.

An SEO-friendly site that is rich with relevant content, such as ‘data analyst salary’ or “what is content marketing” will rank high on a SERP when someone carries out search query. In brief, performing SEO on your site makes it easier for web searchers to come across great content without clicking paid advertisements.

And in this article, we will discuss SEO marketing further by analyzing why it is essential and how we can implement it.

What is SEO marketing?

It is important to have one’s presence online in the age of digital marketing. Using an SEO marketing strategy allows for easy crawling of your content by search engines such as Google and Bing so that they can be able to determine its ranking on the SERPs.

SEO tends to fall into three categories:

  • On-page SEO involves a web page’s content as well as the way that its written. Search engines want content that is relevant to the keyword, meets searcher intent, has a good structure and ease of navigation while providing authoritative information within an industry.
  • Off-page SEO refers to the backlinks a website gets. Backlinks are when other sites link to pages on your site. The more authoritative and relevant, the better for seo. Over a considerable amount of time, back links can boost the credibility and visibility to your site.
  • Technical SEO includes seo elements typically hidden at the backend of a website; these are title tags and meta descriptions that appear in source code, site structure and navigation, interlinking between pages within your own site as well loading speeds.

The end goal is to maximize factors in all three of these areas and have them work harmoniously, so that your website becomes more visible organically.

Why is SEO marketing important? 

A site that is SEO-friendly has several advantages such as reaching more consumers in your desired audience without so much reliance on paid advertisements.

1. User experience 

In the process of improving user experience on your website or online store, optimization is extremely important in different aspects. This works well through an optimized site architecture and navigation that enables a visitor to smoothly navigate one page after the other. Such ease of navigation through your site leads to increased user interaction and lessened frustration. As for the content, when pages are optimized with informative and related info user enjoys reading and absorbing information more. Such optimization usually results in more actions by users, including subscription emails, filling out contact forms or purchase delivery. Further, faster load speeds much enhance user experience. Using a high-speed Internet, your website hosts rapid clicking and scrolling capabilities that minimize delays to information access by visitors thus encouraging them for additional time spent with you. All these components combined make a process more pleasant and smooth for your website’s visitors.

2. Visibility

Your position on SERP is important. According to Backlinko, the first organic (unpaid) search result on Google accounts for 27.6 percent of clicks made by users after conducting a query. There’s also a marked drop off in clicks for results on the 2nd page; therefore being above that is more advantageous and Ninety-five percent of all Google click go to organic search content.

3. Organic traffic

Paid ads are one of the ways you can drive traffic to your site but this method is more expensive. However, according to the social media management platform Hootsuite, total ad spending on social media has only been rising steadily reached $173 million by 2022. Statista, a market and consumer data resource confirms that the spending on search advertising in US America has amounted around $54.8 billion in 2019 while it increased to an estimated spend of about $95.

In this way, with the help of an SEO digital marketing strategy you would be able to dominate the search rankings and attract more free traffic to your website. In total, 95 percent of clicks on Google come from organizes search results. Moreover, it will make you a trustworthy resource in the marketplace and increase your paid ads effectiveness.

4. Customer insights 

Many aspects of operating a business successfully lie in the ability to understand what customers need. You can gain customer insights throughout the SEO marketing process, including:

  • Researching on the keywords associated with this terms that customers are searching, these keyword can range from questions asking how and why to product names or brand.
  • Knowing what the searcher intended or for knowing why customers would resort to key words
  • Understanding the specific content that prompts actions like subscribing or buying products.

How to build an SEO marketing strategy

Start by enhancing your website’s content, domain authority and technical aspects and the goal is to make your website easily discoverable by the target audience. Proceed with the following steps.

1. Analyze your competitors.

As your conduct a competitive analysis aimed at locating market gaps and separating product line from the competitors’ efforts, you will also need to analyze competitors’ SEO. That way, you can give yourself a competitive edge when it comes to your site and its content.

  • Now make a list of your competitors including known ones and those that dominate SERPs for keywords pertaining to the products or services offered by you.
  • The audit of competitors’ the web content, site structure and navigation as well user-experience features like call to action buttons and page design. How authoritative is the content? How accessible are the clicks, information and action?
  • Use an SEO tool such as SEMRush, Ahrefs or Moz to identify the keywords that these competitors rank for on each page and any secondary (related) key words along with the search volume.
  • Find out what meta tags your competitors are using by clicking right mouse button anywhere on their sites, and choosing “view page source” from the given list.

2. Understand your target audience from an SEO perspective.

After determining your competitors, you also need to know central aspects about the target audience and what they look for in their online searches as well as the purpose of it all so that content is generated according to audience needs.

  • Use a Google Chrome extension, such as MozBar or Keyword Surfer to discover keywords that are related. These tools enable you to do keyword research right in your browser while browsing SERPs.
  • Use SEMRush to analyze the searcher intent for each keyword, namely navigational (searching specifically a site), informational (seeking information or answers to queries), transactional (intending actions as purchase), and commercial(ready to evaluate products).
  • Study SERPs to see what questions searchers ask, correlated searches and questionand featured snippets that Google claims users will click on.

3. Create SEO-friendly content. 

Through consistent efforts, you will find ways of producing SEO friendly content which is valuable to your target audience. The pages that should be optimized include home page, about us and other static webpages as well as blogs, articles selling pages and lead capture landing pages.

  • Written content must provide more detailed, knowledgeable information that answers the search intent of a specific keyword and includes alternative phrases.
  • Inject the keyword and relevant keywords into your subheadings, text smoothly without overcompensating.
  • Structure the content per page such that reading is logical and easy to follow. This involves employing sub headings, bullet points and numbered lists to break down the information into smaller bits that are readily locatable and perusable.
  • Insert images, graphics and videos to enhance the reading process.
  • Anchor text should contain links to other pages of your site.
  • Include navigation buttons that make it possible for visitors to subscribe, fill out forms and place orders.

4. Improve your technical SEO.

To advance the technical SEO of their sites, businesses tend to cooperate with web developers or IT specialists. You can do some of these upgrades or fix problems yourself when you have access to your site’s admin panel. First, you should log in to the admin panel of your website where there are various options available for updating different settings such as meta data and navigation menus.

For each webpage, follow these steps:

  • Write a title tag that incorporates the keyword you want to rank for, and accurately describes what is on each page of 50-60 characters.
  • Create a page description that features the keyword, summarizes what is on this page and explains its value, in up to 160 characters.
  • Reduce image size to load faster. For instance, if your image size is 500 pixels across a width, then you might compress it to either of 2 could or 1.
  • Use keywords and descriptions in the names of image files with hyphens between each word. For instance, if the image is automatically saved in your device as ‘image1.jpg’ rename it into ‘dark-roast coffee.jpg’.

For the site as a whole, follow these steps:

  • Create navigation menu that directs visitors to pages.
  • Construct a sitemap with details of your website’s pages, videos and files as well as their connection.
  • Sign up for a Google Search Console account and submit your site map, so that Google can crawl your site more effectively. 

5. Acquire relevant, authoritative backlinks. 

To improve your off-page SEO, come up with a strategy for link building.

  • Create a list of sites that are closely related to your site, but not competitors and have strong domain authority.
  • Contact these site owners or content managers, asking for backlinks. Make sure you provide an incentive – better quality content than they are currently linking to, or a guest-blog topic that will benefit both parties.
  • Share post pages from your site through social media platforms and include links within email marketing to not only get more clicks but also the possibility of other sites choosing linking you with their content.


Lastly, SEO marketing is an important tool to improve your website and content visibility on search engines such as Google or Bing. Implementing on-page, off-page and technical SEO aspects of your website not only makes it user friendly but boosts significantly in organic traffic visibility. This approach is crucial in the digital environment where ranking above others higher ranks on SERPs translates to increased visibility and potential growth. Additionally, a good SEO strategy provides information on customer behavior and choices thus enabling better marketing campaigns. Competitor research, knowledge of the audience, content SEO friendliness and backlinks from authoritative sources will help you get a solid online presence. While this process requires constant effort and need for adaptation to changing algorithms, the gains from improved organic traffic through better search results that will reduce dependency on paid advertising eventually make up a stronger brand with more recognition in the virtual market.

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