Essentials of Digital Marketing: SEO & Organic vs. Paid Search
This chapter delves into Search Engine Optimization (SEO), distinguishing between organic and paid search results. It explores why SEO is crucial in achieving high rankings on search engine results pages (SERPs) and analyzes website traffic sources. With insights on the importance of SEO in driving online visibility and user engagement, this comprehensive guide is essential for mastering digital marketing strategies.
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The Absolute Essentials of Digital Marketing The Absolute Essentials of Digital Marketing CHAPTER 2 CHAPTER 2 SEARCH ENGINE OPTIMIZATION
ORGANIC VS PAID SEARCH ORGANIC VS PAID SEARCH This chapter covers all aspects of SEO, that is getting (or trying to get) a website (or individual page) high on the organic or natural page (SERP) for specific searches by users. search engine results However, advertisers have paid a fee to have them listed (hence the practice sometimes being known as paid search). Most SERPs also include ads for which the Getting completely organic listing. an effective different ad onto the than achieving SERP requires a skill set a high It considered to be described as search engine marketing (SEM). is common for organic and ad listings to be
WHAT IS SEARCH ENGINE OPTIMIZATION? WHAT IS SEARCH ENGINE OPTIMIZATION? To satisfy them best, the search engine must respond to the users searches with that address the problem for which the searcher is seeking an answer. results websites For many, this aspect of digital marketing is both mysterious and somewhat because (1) it is dependent complicated mathematical term search engine optimization misnomer. mystifying, on algorithms, not least some extremely (2) of and the is something a
WHY IS SEO IMPORTANT? WHY IS SEO IMPORTANT? The service start on a search engine so if you want to sell anything you need a high ranking on the search engine results page (SERP). majority of people looking for a product or Users can arrive on a website by one of four means: 1. Search the user clicks on an organic link on a search engine results page. 2. Direct the user types the web page s URL directly into their browser or from a bookmark. 3. Referral the user clicks on a link on another website (including adverts) 4. Social the user clicks on a link on a social media platform.
WHY IS SEO IMPORTANT? WHY IS SEO IMPORTANT? Website traffic sources (@Alexa 2020) Search % Direct % Referral % Social % Arts 44 41 11 4 Automotive 56 31 11 2 Business 34 49 15 2 Careers 44 38 14 4 Education 45 43 11 1 Food/drink 55 29 11 5 Health/fitness 54 31 11 4 Hobbies 42 43 13 2 Home/garden 55 31 11 3 Real estate 44 40 14 2 Shopping 41 42 14 3 Fashion 46 37 13 4 Technology 45 38 15 2 Travel 56 30 12 2
WHY IS SEO IMPORTANT? WHY IS SEO IMPORTANT? When asked how they might seek out a needed product or service a visit to a search engine was the top response at 36%. Social options at 5%. SurveyMonkey (2020) media trailed all other Therefore, journey along the highway of digital marketing there is a key decision to make direction that journey takes: at the beginning of any organization s which will dictate the Therefore, journey along the highway of digital marketing there is a key decision to make direction that journey takes ... at the beginning of any organization s which will dictate the
WHY IS SEO IMPORTANT? WHY IS SEO IMPORTANT?
WHY IS SEO IMPORTANT? WHY IS SEO IMPORTANT? A final note for the digital marketer is that Search engines are a law unto themselves should be wary of total dependence of organic search engine listings for their online traffic. any business
HOW SEARCH ENGINES WORK HOW SEARCH ENGINES WORK Spiders (or bots) index websites ... The matching search criteria ... SE uses the data to assesses suitability in Results presented on SERP ... The algorithm used to calculate the rankings. key and secret of the results is the The algorithm is like a jigsaw ...
HOW SEARCH ENGINES WORK HOW SEARCH ENGINES WORK ... A jigsaw made up of lots of pieces with each representing a single element each of which is awarded well they match the searcher s query. of the depending algorithm - points on how If jigsaw it has highest total of points total and so appears at the top of the SERP. a web page achieves a complete picture of the The page with only one piece of the jigsaw is way down there on a SERP that no one ever looks at.
HOW SEARCH ENGINES WORK HOW SEARCH ENGINES WORK But the elements of the algorithm pieces of the jigsaw do not have equal weighting ... and it is likely that a small number of the factors score more points than all the others combined. For obvious reasons, the algorithms are all closely guarded secrets in the optimizer is building the puzzle blindfold. jigsaw analogy, the SE Furthermore, algorithms factors and changing the weightings. the a search regular engines basis, change or their on adding deleting So not only is our jigsaw maker blindfold, some of the pieces are being changed as they try to build the picture.
Zero Zero- -click click In around half of all searches users are presented with the information they re clicking off the SERP. Plus, links to Google-owned sites from the SERP represent clickthroughs so Google is sweeping up around 60% of all searches. Where users click ... looking for without around 10% all 4% 41% Paid clicks to non-Google sites 4% 49% Zero-click searches 49% Organic clicks to Google sites 6% 6% Organic clicks to non-Google sites 41%
keywords keywords A characters searcher. corner piece typed of into the jigsaw the these are by the the search box However, before keywords can be included in website content, they must be identified: 1. In-house (some are pretty obvious) 2. Sought from customers (ask them) 3. With the aid of technology The level consideration of competition in the market is also a The long tail of keywords.
Intent Intent The SEs have always recognised searchers intent emergency plumber for moved this on, led by artificial intelligence-driven software. example technology has SEs may move towards being primarily intent-based but the days of the importance of keyword matching will never pass altogether perhaps towards intent keywords e.g. buy .
Localization Localization So-called appropriate defaults to the search term ending with near me . proximity intent searches will that exhibit result the that deliver a Localization business as its address allows the SE to pinpoint its location. can favour the smaller local
Personalized searches Personalized searches There is a strong argument that personalization is now the key aspect of organic results ... Rather than delivering the same results to everyone who searches on a specific term, personalized search considers the searcher s activity on the web. Essentially, over the years Google has changed from being an information engine to a knowledge engine with the aim of understanding each user's intent for searching.
ON ON- -SITE OPTIMIZATION SITE OPTIMIZATION This is placing the keywords and phrases within the web page two elements: 1. That which is visible to the human visitor its content. Perhaps the most important aspect of SEO as it naturally helps the SE to meet the needs of the searcher 2. That page. Once a primary aspect of SEO, the practice is now recognised as having little purpose but meta tags appear as the page description in SERPs and influence clickthrough worthwhile for that reason. which is part of the source code of the rates (CTR), so are
OFF OFF- -SITE OPTIMIZATION SITE OPTIMIZATION Considered element of the algorithm is the links that go into a website the SEs surmise that the more links to the site, the more valuable it is assumed to be, and so get a higher SERP rating. by some practitioners to be the key Although links, marketing going into the organization s site. SEO an strategy staff effective can actively and naturally seek out inbound integrated in efficient will result links
THIRD THIRD- -PARTY SERP RANKING PARTY SERP RANKING This is how an organization might appear high in the SERP listings, on a website of a third party, not on its own. Three main sources: 1. In a directory; e.g. Yell, Industry or trade bodies 2. On a third party website; e.g. Booking.com ebay, Amazon or 3. On a social media platform; e.g. Facebook, Twitter or Linkedin
