SEO in Digital Marketing

This presentation explores the importance of SEO in digital marketing, including the relevance of various SEO elements, the significance of keywords and databases, and the benefits of implementing SEO strategies. It also includes a literature review on SEO techniques and their impact on website performance and user experience.

Search Engine
Optimization(SEO)

Introduction
■ Marketing has become very dynamic. Like other forms of
marketing, digital marketing helps brands reach
consumers by collaborating and responding rapidly to
their fluctuating demands and industry trends (Day,
2011).
■ It can be said that one of the most effective digital
marketing technique is SEO that help marketers to
achieve highest position or ranking considering organic or
natural listing.

Objectives
■ To assess the relevance of various SEO elements in the
promotion of digital marketing.
■ To address the significance of keywords and database in
relation with search engine optimisation.
■ To explore information of various researchers and
academics considering SEO and its elements in domain of
digital marketing.

Rationale
■ The aim of using SEO tools is to increase brand awareness
among the customers and thus make attract people
towards the products.
■ Using these tools and component also help the business to
increase their sales and lower their marketing cost from
various perspectives.
■ Optimising online content will also help the customer to
search for relevant information using the keywords from
massive databases of contents creators (Kritzinger &

Keywords and Databases
■ With the help of relevant keywords, users can able to identify
the organisation site with the help of search engine. For
instance, some major keywords that are used in this
assignment include Social Media, Search engine optimisation,
Digital Marketing, and ROI.
■ On the other hand, it is also important to integrate a keywords
database into the strategy in order to target specifically. This
presentation includes researches from various databases
including articles and online resources such as Google Scholar,

Literature Review
■ Search engine optimisation is a technical methodology having
variously tested and identified strategies exploit by a corporation to
raise website performance and the numbers of visitors so that it
can come up in top indexes of various search engine such as
Google and Bing (Maurer, 2014)
■ In other words, it helps the enterprise to obtain better ranking
considering web site and its content in each of the search engines.

Literature Review
■ Search engine optimisation approach comprises of various
strategies and tactics such as natural search, using relevant
keywords. Vertical search, content optimisation and so on.
■ For example, focusing on keywords – which a user in search query
box to look for a particular topic. These keywords make its easy for
a search engine while categorizing a website so as to offer relevant
ranking, position and match (Weideman & Visser, 2014).

Literature Review
■ There are several benefits if the SEO is embedded into
corporate digital marketing strategy so as to create a strong
internet presence and outstand from competitors to gain new
consumers and also take it to the next level (O’Neill and
Curran, 2011).
■ Tough, it is important to know the leading search engine on the
internet includes Google, Yahoo and Bing.

Literature Review
■ With the help of SEO, organisations can create or develop
faster, smoother, user-friendly website so that user experience
can be improved and enhanced (Miklosik & Dano, 2016).
■ This help users and readers happy as they are most likely to
get their answers relating to the pressing issues and thus
decrease bounce rates.

Literature Review
■ Using SEO as a digital marketing strategy also brings more
numbers of customers and help the brand to stand out from
the competition and thus increase customer base (Visser &
Weideman, 2011).
■ SEO-optimised websites load faster and therefore more likely to
gain loyal customers, returning visitors and subscribers.

Literature Review
■ A strong SEO strategy includes 5 major components i.e.
Keywords, Meta Tags, Content, Back Links and Social Media
(Wilson & Pettijohn, 2008).
■ Keywords research used to drive targeted traffic to brand
products. With using Google AdWords Keyword tools, start
brainstorming substantial keywords and then analyse the
competition (Pan & Li, 2011).

Literature Review
■ Meta tags also have a significant role in SEO as they are hidden
in the code legally, however, the marketers can still read them
through search engine to have a simple, summarised idea and
as per the match with keywords.
■ Quality content in respect with SEO can also benefit the
corporate to boost their sales by giving support in keyword
ranking with emphasizing positive user experience (Killoran,
2013).

Literature Review
■ Building backlinks under SEO will influence users and visitors
by linking the relevant content to the same or other side of the
source.
■ Social media SEO includes list of practices through which
website organic traffic can be boosted through search engines
in more than way and with the help of many social media
websites like Facebook, Twitter and LinkedIn (Killoran, 2013).

Conclusion
■ The benefits of SEO under digital marketing are endless and
various big enterprises considered SEO as the smartest
marketing investment that helps in generating traffic, sales and
leads.
■ However, implementing SEO requires proper strategy as it
creates a long term impact on the various business practices.

References
Day, G. S. (2011). Closing the marketing capabilities gap. Journal
of marketing, 75(4), 183-195.
Killoran, J. B. (2013). How to use search engine optimization
techniques to increase website visibility. IEEE Transactions on
Professional Communication, 56(1), 50-66.
Kritzinger, W. T., & Weideman, M. (2015). Comparative case study
on website traffic generated by search engine optimisation and a
pay-per-click campaign, versus marketing expenditure. South
African Journal of Information Management, 17(1), 1-12.
Maurer, S. M. (2014). From Bards to Search Engines: Finding What
Readers Want from Ancient Times to the World Wide Web. SCL
Rev., 66, 495.
Miklosik, A., & Dano, F. (2016). Search engine Optimisation and
google answer box. Communication Today, 7(1), 82.

References
O’Neill, S., & Curran, K. (2011). The core aspects of search engine
optimisation necessary to move up the ranking. International
Journal of Ambient Computing and Intelligence (IJACI), 3(4), 62-70.
Pan, B., & Li, X. R. (2011). The long tail of destination image and
online marketing. Annals of Tourism Research, 38(1), 132-152.
Visser, E. B., & Weideman, M. (2011). An empirical study on
website usability elements and how they affect search engine
optimisation. South African Journal of Information
Management, 13(1), 1-9.
Weideman, M., & Visser, E. B. (2014). Fusing website usability and
search engine optimisation. South African Journal of Information
Management, 16(1), 1-9.
Wilson, R. F., & Pettijohn, J. B. (2008). Search engine optimisation:
A primer on outsourcing key tasks. Journal of Direct, Data and
Digital Marketing Practice, 10(2), 133-149

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