What is SEO in Digital Marketing?

marzo 19, 2023

Everything you need to know about SEO in Digital Marketing

SEO (Search Engine Optimization) is the planned and schematic process to make a series of improvements to web pages so that they are displayed in prominent places in search engines (SERPs) using phrases that contain a specific keyword that users search for.

Search Engines (SERPs) use Crawlers and algorithms, these automated programs cannot «read or view» a website like real users. These crawlers read the HTML code of a web page and extract the information they need in order to index it.

So, it is the job of the algorithms to decide which websites rank higher for certain queries.

During this ongoing process, both crawlers and algorithms look for clues to help them make the right decisions, and websites that can do this more efficiently rank higher in search results.

This is what SEO is all about.

Technical SEO

Technical SEO refers to the process of optimizing a website for the crawling and indexing phase. With technical SEO, you can help search engines access, crawl, interpret, and index your website seamlessly. It is called “Technical SEO” because it has nothing to do with the actual content of the website or with website promotion. The main goal of technical SEO is to optimize the infrastructure of a website.

On-page and Off-page optimization

SEO is divided into two categories: On-page optimization and Off-page optimization. On-page Optimization: refers to all the methods you use to change the page’s code; Off-page optimization refers to link popularity, both within and from other websites.

What are Keywords?

Keywords or Keywords are the words used by users in search engines such as Google, Bing, or Yahoo. These search engines help find the information they need at the moment.

How to choose the right keywords

If you want to get a high ranking on the search engine results pages (SERP: Search Engine Results Page) we must focus on optimization based on the use of keywords.

When you choose the right keywords, you should mainly consider your niche market, the number of searches, and the competition for that particular keyword.

keyword search results

To better understand what SEO is and why it works we must pay close attention to keywords and how people do their own searches using different terms to find what they need. In this example you can see the search results for the keywords:

Your page is about Kitchen Manufacturing
Using keyword research tools, we have these results:

kitchen 535,000 / monthly
integral kitchen 246,000 / monthly
manufacture of integral kitchens 1,300 / monthly
manufacture of modern and economical kitchens 58.0 / monthly

Many may try to optimize the word “kitchen” due to its high number of searches. The problem with this keyword (apart from the competition) is that it is not targeted to a specific market niche, people searching for this keyword may be searching for sites related to food preparation.

Even the words “integral kitchen” will not bring in the targeted traffic that a more specific phrase (Long Tail Keyword) “integral kitchen manufacturing” or “modern and economical kitchen manufacturing” will in turn.

First places in SERPs

There are many other terms related to your market. Once they are found, you should perform competitive analysis and searches for each term to determine an optimal trade-off between how competitive a keyword phrase is and how difficult it is. get to be in the top 10 positions in SERPs.

To be in the first place you must take into account that:

Search engines look at individual web pages, not entire sites, so optimization must be done for each individual page.

The more specific a keyword phrase is, the less traffic it receives, but that «low» traffic will get people interested in your product or service, so the conversion rate is higher. This indicator reflects the percentage of people converted into buyers, so the higher the better.

Decide on two or three very specific phrases for each page of your site.