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What Is SEO In Digital Marketing? How Does It Work?

  • Jun 24,2024
What Is SEO In Digital Marketing? How Does It Work?

Have you ever opened your browser, typed something similar to "best coffee shop near me," and instantly, a list of options appeared. Most likely, you select one from the list of options at the top of the page. However, have you ever asked yourself why certain coffee shops feature on the top? The answer lies in the use of Search Engine Optimization (SEO).

SEO makes a company stand out among competitors and be at the top of the search engine results. Consider this: more than 90 percent of Web experiences start with a search engine, and about 75 percent of users do not go beyond the first result page. 

Of course, if your business isn’t on that first page, you are testing your luck with a significantly smaller portion of potential customers. Actually, research has revealed that the first link is clicked by users about 31 percent of the time. Thus, SEO has become one of the most important components of digital marketing, receiving 7% of all clicks. 

In this article, we will try understanding SEO in digital marketing, how it operates, and why this knowledge is crucial for any business that seeks to thrive in the Internet world.

What is SEO in digital marketing?

SEO is the short form of Search Engine Optimization. SEO meaning in digital marketing, is the process of enhancing your website to ensure it stands in a better high-ranking index when individuals search online. It is similar to ensuring that your website is the optimal answer to the queries people are searching on platforms such as Google.

It is, therefore, important to implement SEO since it makes your website more reachable hence, more people will visit it. Such visitors are usually the target group of potential consumers seeking products or services provided by this website. More traffic means more visitors and these visitors can become potential customers, again leading to business development.

The Benefits of SEO

Let’s learn about the major benefits of SEO in digital marketing:

Enhanced Website Visibility

SEO ensures that your website ranks among the first on the search engine results pages (SERPs). As more people get to see your site, more people are likely to visit you hence the possibility of acquiring new customers.

Attracting Targeted Traffic

SEO focuses on targeting users who are already seeking what you offer. When you target certain keywords, you get people in a better position to buy your products or subscribe to your services, especially because they are looking for you.

Cost-Effective Marketing

SEO is more cost-effective than paid advertising. It does need some time and energy initially, but the countless advantages come at a marginal extra cost. It is always encouraging to note that SEO, or organic traffic, can generate much traffic.

Improving User Experience

Proper SEO practices also improve the overall usability of a website. An optimized site is one that is easy to navigate, a site that is compatible with mobile devices and one that has quick access to information that the visitors are looking for – all of these ensure that the visitors stay longer on the site.

Building Credibility and Trust

The websites that appear at the top of the search results list have higher credibility and trust from the users. They inform users that your site provides valuable information, thus creating trust in your site.

Long-Term Results

Another advantage over paid advertising is that SEO results can be long-lasting. After getting to the desired position, it is easier to sustain it through constant optimization and providing updates to the site.

Competitive Edge

SEO puts you in the forefront. Thus, optimizing your site can help you rank higher than competitors who are not paying attention to SEO. The higher rankings can help you to define your company as a market leader in your field.

Working on Search Engines

Let us explain how SEO works in digital marketing in simple steps:


Crawling is the first of the four processes involved in a search engine. Web search engines employ software tools called ‘crawlers’ or ‘spiders’ to browse the WWW. These crawlers access web pages, traverse the links, and collect information about each of the pages they come across. Consider them as active searchers on the web who are in constant search for new or updated information.


After crawling data, the second process is indexing. During the crawling phase, the search engine collects information and stores it in colossal databases known as indexes. This indexing is similar to the way a librarian arranges books to make it easy to search for information at short notice.

Understanding Content

Through keyword-based crawling and indexing, meta tags, headings, and multimedia content, search engines determine the relevance of each web page as well as its context.

Ranking and Algorithms

Search engine ranking has several parameters that are also complex to compute: the quality of content, the relevance of keywords to the content, users’ activity, and the authority of the site. The goal is to provide the best possible results for the user's search intent.

User Experience and Personalization

Users get filtered searched content as search engines work by analyzing the behavior of the users of the search engines, including search history, geographical location, and interaction.

Constant Updates and Evolution

The algorithm is not static but evolves and updates its characteristics over time in response to user behaviors, emerging technologies, and web content.

Delivering Results

On its SERPs, the search engine shows links to websites most pertinent and authoritative to the query to meet user needs to the best extent and in the shortest time possible.

Different Types of SEO

There are basically three categories when it comes to decoding SEO basics for digital marketing:

On-Page SEO

On-page optimization focuses on improving individual web page factors. This includes optimization for those keywords, optimizing site speed, and having a site that is optimized for mobile devices. On-page SEO makes it easier for search engines to crawl and index your web pages while enhancing user satisfaction.

Off-Page SEO

Off-page SEO refers to the process of affecting your search engine rankings through activities on other sites apart from your own. This is mostly attained by creating high-quality and relevant backlinks from other reputable websites. Off-page Search engine optimization plays an essential role in building the reputation of the site.

Technical SEO

Technical search engine optimization has to do with everything that has to do with the site's structure and its speed and responsiveness on mobile devices. It also allows search engines to crawl and index them properly, improving the site’s performance and users.


Step-By-Step Guide on How to use SEO in digital marketing

- Conduct keyword research and optimize website content.

- Create valuable, user-focused content regularly.

- Perform technical SEO audits and fix issues promptly.

- Optimize meta tags, headers, and internal linking.

- Enhance local SEO with Google My Business and citations.

- Develop a diverse link-building strategy for authority.

- Monitor performance with Google Analytics and adjust strategies.

- Promote content through social media for wider reach.

- Stay updated with SEO trends and algorithm changes for continuous improvement. 


Search engine optimization is a crucial element of digital marketing that can have an enormous influence on your online reputation and company’s performance. When practicing SEO for your website, you can make your website easily found, attract the right kind of traffic, and gain the trust of your audience. 

Just bear in mind that SEO is a continuous process and should be consistently done while also servicing and providing relevant content to users. Optimize it as a reliable and effective approach to deliver sustained results in the current and future dynamic business environment. Contact Markonik, the best SEO agency, to rank your website in the higher ranks and gain the maximum traffic from the public!