Know What is SEO in Digital Marketing and How can SEO help your business.

Search Engine Optimization.

Working as SEO experts in a digital marketing company in Surat, one of the frequent questions we hear from our clients here at ETC Digital Marketing is – What is SEO and How can SEO help or work for my business?


For businesses should consider SEO when redesigning a website or going through a website redesign, search engine optimization or SEO can feel a bit serious. But it not that difficult, that way

Even though you don’t have experience in house SEO team, you can still start making some positive digital changes that surely will help you to improve your search engine optimization.  

Just with a little SEO knowledge, you can be on your way to improving your brand’s search engine ranking in no time.

Below, we’ll provide an answer to the crucial and most searchable question – what is SEO and how it works? 

Furthermore, we’ll also include some of the basics of SEO so that you can better understand how SEO is important for your business and what SEO techniques try to attract more visitors.

If you’re here, you’re probably questioning what SEO is and how it works for your company or brand.

Let’s explore further.

How much SEO You know?

What SEO is? – SEO is an acronym that stands for search engine optimization, which is the method of optimizing your website to get organic, or un-paid, traffic from the search engine results page. 

That is to say, SEO involves techniques of making certain changes to your website design and content that make your site more attractive to a search engine. You do this with the intention that the search engine will display your website as a top result on the search engine results page.

Still to understand search engine optimization get quite complex when it comes to all the different factors that impact your ranking, but the basic process is not as difficult to understand. 

Search engines want to give the best service for their users. This means delivering results that are not only high quality but also relevant to what are the searcher is looking for.

And to do this, search engines will crawl and scan different websites to better understand what the site is about. This process will help them deliver more relevant results to those who are searching for particular topics and keywords.

Same way, the search engines will scan the site to decide how easy it is to navigate and read, rewarding user-friendly sites with higher rankings on the search engine results page.

Not only ranking there are many benefits of SEO for your business. Just by improving your SEO, you can expand your brand visibility, helps you reach and engage more potential customers. 

By creating more engaging and effective SEO-focused content, you can increase your chances to drive in more targeted organic traffic.

What SEO includes?

Now you have known and have an idea of SEO and how it works, let’s take a look at some of the factors that can impact your search engine optimization ranking, also which-SEO-techniques-generates-the-most-results

Search engine king, Google will never give away the exact algorithm they use to rank sites. 

However, by now we have a good understanding of some of the factors that impact search engine results page (SERP) rankings. These factors include both on-page and off-page optimization, which we will discuss below.

Factors that Affect On-page and Off-page SEO

1. What is SEO Content Marketing?

Content is an effective and attractive way the search engines and helps your organization make connections with site visitors.

More the quality, niche and relevant content that you published on your site, the more likely search engines the more chances of search engines will be to rank your pages higher on the search engine results page. 

Also, the more your content is engaging and niche, the more likely your visitors will be to spend some quality time on your website and maybe even make a purchase.

The secret to SEO driven content that is optimized for both the search engine and visitors is to create a variety of different types of content pieces that are well-written and on a topic that will help your audience to search.

Here is a few content marketing strategy to follow for SEO that you can focus on to help to improve your content offering and, thus, your search engine rankings:

  • Blog posts and articles
  • Social media content
  • E-books and whitepapers
  • Visual Content
  • Infographics
  • Videos 
  • How-to Guides and Tutorial

One more important thing to consider when creating content for your site is SEO keywords and phrases ie relevant words and phrases that a search engine user might type in when searching for answers to their questions or relevant products and services. 

When you create content around these keywords and phrases, you improve your chances of ranking higher for these keywords on the search engine results page.

Yet another factor that can impact your content, and thus your search engine ranking, is how unique your content is. Uniqueness refers to how often your organization posts new content to your site.

How often does SEO content update?

Just by creating new content is not enough, you also need to freshen up your content by updating posts, rewriting them to make them more effective, this can be done by adding updates, trending topics, adding new information and statics over time.

Though creating content takes time and resources, in that case, you may hire SEO content writers, it will more than pay off in the end. Google SEO quality content and consumers look for content to better understand the value your organization can provide. 

Just to start with publish a few blog posts and work to build a following on social media. Once you have set loyal fans and followers, your organization can work to create different types of media to attract and engage new leads.

2. What is On-Page SEO

On Page SEO

On-page SEO in digital marketing are those elements that happen on your website, these are things that are totally under our control, that means site developer can work to improve these factors over time by following best practice for SEO. This is an advance step than just your content marketing to the deeper levels of your site’s HTML. Let’s see what comes under on-page SEO

Here are just a few of the on-page SEO techniques that can help you improve your search ranking:

  • Title Tag – The title tag page tells the search engines what your page is about. Word limit is 70 characters or less, including both the keyword your content focuses on and your business name.
  • Meta Description – The Meta description on your website tells search engines and visitors a little bit more about what each page is about. 
  • Sub-headings – Sub-headings make your content easier for visitors to read, but it can also help improve your SEO. Use H1, H2, and H3 tags to help search engines about the content.
  • Internal Links – Internal links or hyperlinks to other content on your site, can help search engines learn more about your site. eg, if you are writing a post about the value of a specific product or service, you can link to the product or service page in your blog post where the visitor gets more details.
  • Image Name and ALT Tags – If you are using images on your website or within your blog content, you need to include your keyword or phrase in the image name and alt tag. This will help search engines better mark your images, which may appear when users perform an image search for a certain keyword or phrase.

It’s advisable to strategically placing your SEO keywords and phrases on your pages, it’s important to avoid over-optimization, as Google and other search engines will penalize your page for overuse of keywords throughout the content.

Also, you want to make sure that each piece of content is specific and relevant, by focuses on just one or two keywords. Trying to include too many keywords at once may negatively impact your search engine optimization as it often makes for fuzzy and thin content.

While at the same time it’s also important to consider site architecture, as it plays a vital role in your search ranking. You need to choose a website design that makes it easy for search engines to scan or crawl your pages and content. 

Building internal links between your pages

 Creating a sitemap 

 Submitting your sitemap to search engines  

can both help improve website crawlability and give your search engines a better understanding of your content.

Yet another concern to checkout when it comes to your site’s architecture is whether or not your website is mobile-friendly, ensure that user can view, read and navigate your website from their mobile device. Not only does this impact the user experience, but it can also affect your SEO, thus you should pay attention to on-page SEO.
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3. What is Off-Page SEO

Off Page SEO

Another element of SEO is off-page SEO, like on-page SEO that your organization has control over, there are also off-page SEO factors that can impact your ranking. 

Even if, you do not have direct control over these off-page factors, there are ways and techniques that you can improve your chances of having these factors work out in your favour. 

Here are a few of the different off-page SEO and how does off SEO work for your search engine rankings: 

  • Trust – Trust is important to factor in a site’s Google ranking, as it determines whether you have a sensible site that visitors can trust. 
  • Links – The best ways to build off-page SEO is through backlinks, but at the same time you need to be careful here as directing sites with your links is an easy and quick trick to get your site banned from the search engines.
  • Social –Another important off-page SEO techniques are social signals, such as likes, shares, comments. So, more quality and purposeful content you publish, the more likely you will be to get people to share your content with others.

Anyhow, if you do not have direct control over what happens outside of your organization, you can increase your chances of improving on off-page SEO simply by creating quality content that others will find beneficial.

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What is Black Hat and White Hat SEO?

While implementing SEO, there are two different approaches that organizations take to optimize their sites for the search engines – black hat and white hat SEO.

Black Hat SEO

Black Hat SEO

Like some organizations are only interested in SEO technique that they can rank their content quickly and make some money in a short time, that means focus on optimizing content only for search engines. 

Here organizations are not considering visitors that will read and navigate their site content. Such, organizations will bend or break the rules to improve their site rankings to make a quick 

In the end, though the sites may rank more quickly than those that are optimized properly, these sites are often penalized or banned by search engines rather quick profit.

Overall, quick approach to SEO ruins the organization’s chance of building a site that is believable and able to bring in new leads in future.

White hat SEO

White Hat SEO

On the other hand, white hat SEO involves focusing on visitors/ audiences that will be clicking on and reading the site’s content. It is a technique to optimizing your website for search engines and building a sustainable business online. 

So, the ultimate aim of white hat SEO is to create the best content possible on a site that’s easy to read, use and navigate, with the same also following the search engine’s rules for optimization.

Pro Tip for SEO

Though black hat SEO tactics may quickly rank site; inevitably, the search engines will finally find out what you are doing and penalize your site. In spite of the offence, your site may not be able to come back from penalties.

So, the best way to build a real online business that will bring in more organic traffic over time is to follow SEO best practices and create useful effective content for your visitors.

What is SEO in Digital Marketing and How can SEO help your business: Final Takeaways

After learning more about what SEO is and how it works or can help your business, you can look ahead to make changes to your site to improve your SEO and rankings on the search engine results page. 

Mind well, there are a lot of features that impact your SEO ranking, but the most important thing to consider is whether your content is valuable and relevant to your target audience.

Consider that magic does not happen overnight, search engine optimization takes time to work. You experience the benefits of SEO and the results of your hard work after some months. 

Need an SEO specialist or company in Surat? Then it’s time to call in an ETC SEO company. Our talented SEO team at ETC Digital Marketing provides the best SEO services that will help you improve your search engine rankings and drive more relevant organic traffic to your website.