Digital Marketing and Innovation SEARCH ENGINE OPTIMISATION

This article discusses the concept of SEO, how it works, its importance, advantages, and disadvantages in digital marketing. It also covers tools used by companies and evaluates a Body Shop campaign. The article is relevant to students studying digital marketing and related courses. Course code, course name, and college/university are not mentioned.

Digital Marketing and
Innovation SEARCH
ENGINE
OPTIMISATION

Contents
INTRODUCTION...........................................................................................................................................3
LITERATURE REVIEW....................................................................................................................................3
Concept of SEO........................................................................................................................................3
How SEO Works.......................................................................................................................................4
Importance of SEO...................................................................................................................................4
Advantage of SEO....................................................................................................................................5
Disadvantage of SEO................................................................................................................................6
Why should we use SEO in digital marketing?.........................................................................................7
Tools used by company in digital marketing............................................................................................8
BRAND EVALUATION...................................................................................................................................8
Body Shop Campaign...............................................................................................................................8
DIGITAL PLAN RECOMMENDATION.............................................................................................................9
CONCLUSION.............................................................................................................................................10
REFERENCES..............................................................................................................................................11

INTRODUCTION
Search engine optimization, or SEO, is a set of tactics designed to boost the accessibility and
position of web pages in search rankings for certain phrases. Because lead generation is the most
common place for people to access and consuming web pages, a robust SEO strategy is essential
for increasing the thousands of tourists to a company's website (Schreiner, Rese and Baier,
2019). Search engine optimization (SEO) is the study of improving the appearance of internet
sites in search engines such as Google. Despite the fact that search was among the most
prevalent ways for people to access info on the internet, improved search engine algorithms can
lead in even more internet sites. The page displaying of Google and other search engines
frequently includes sponsored adverts at the top of the front page, accompanied by normal
outcomes, or what searching advertisers refer to as "organic search results." To distinguish it
from sponsored search volume, SEO traffic is regularly alluded to as "organic search." Paid
search is also known as online marketing (SEM) or pay-per-click (PPC) (PPC). Whenever a user
writes or voices a question into the search field, the search engine employs sophisticated
algorithms to generate what it deems to be the most important and truthful collection of answers
for that request. Such search traffic may contain text-heavy web sites, media stories, photos,
films, management company directories, and other more specialized sorts of material.
LITERATURE REVIEW
Concept of SEO
Search engine optimization (SEO) is the activity of directing their company to rewards and
recognition on a search engine (SERP), resulting in more visitors. The objective is to show at the
page of Google outcomes for targeting topics that are relevant to their core demographic. There
are several aspects that go into keyword research, and then those components are always
improving to maintain pace with evolving usage patterns and breakthroughs in computer vision.
This involves things like delivering superior material, checking their site's mechanical integrity,
obtaining back links, keeping business project's search engine visibility, and so on (Kotane,
Znotina and Hushko, 2019).
It's worth noting that Google accounts for the vast bulk of global search volume. This could
differ from company to company, but Google is almost certainly the most important player in the

search rankings that their company or website wants to appear in. However, the success factors
indicated in this book can assist their structure company site and its contents to appear in those
other search engines too though.
How SEO Works
Search engines like Google use a formula or a set of rules to determine which websites to
show for every given known sequences. These methods have emerged to be exceedingly intricate
in order to determine the rankings of their SERPs, factoring scoring, if not dozens, of different
ranking characteristics. Nonetheless, search results use three main characteristics when
determining a site's credibility and ranking:
 Links - Links from these other online websites are significant in determining a site's
rating in Google and other search engines. It’s because internet firms are hesitant to link
to reduced websites, therefore a relationship from some other domain could be perceived
as a message of status. Organizations that gain connections from a significant number of
those other pages have a better chance of being recognized in search rankings (Search
engine calls this "PageRank"). This is especially true if indeed the webpages connected to
them are similarly reputable (Payne, Peltier and Barger, 2017).
 Content - In opposed to links, computers look at the content of a webpage to see if it is
relevant to a given search phrase. A key part of SEO is increasing in recent times that are
targeted to the phrases that web search consumers are looking for.
 Layout of the page: The third and last key part of SEO is to put measures in place.
Because WebPages are written in HTML, the structure of the HTML code may have an
impact on how a web browser ranks a blog. Webmasters may improve their SEO by
include essential search words in their URLs and webpage descriptions, and also making
sure their webpage is freely reachable.
The search engine optimization strategy comprises altering most of these necessary elements
of search engine result pages in recognizing the peak of Google..
Importance of SEO
Because people conduct billions of searches annually, often for commercial reasons to
discover further about items & services, SEO is an important form of online advertising.

Companies' primary component of digital traffic is frequently search, which works in tandem
with other advertising networks. Confirm understanding and appearing top of Google then their
competitors might have a significant effect. Additionally, search words have developed in recent
years to give readers with more actual answers and statistics, which are much more willing to
keep customers on the google page instead of redirecting them to other websites (Bongers,
Schumann and Schmitz, 2021).
Fundamentally, Search Engine Optimization is a promotional tool instead of a marketing
strategy. It broadens the advertising horizons and expands the influence of a company through
engaging a larger number of prospective customers. SEO is the process of optimizing a web
website to make it more interesting for visitors. When optimizing a website, there are some
things to keep in mind. Here are a few of them:
1. Mobile-friendliness
2. Customer engagement degree
3. The quantity of links pointing and the composition of the goods
The actual goal of SEO is to aid a website's growth and achievement of its business goals. It
facilitates the formation of positive relationships with finished. Increasing the page's visibility
and ranking increases its credibility and draws more users. It raises currency values, leading in
more income and improved organisational performance. As a result, SEO is an indivisible aspect
of digital marketing, and enlisting the services of SEO companies in Sydney may be a huge help
to business marketing strategy (Weimar, Holthoff and Biscaia, 2020).
Advantage of SEO
The advantages of SEO are numerous. Because Google ranks sites that deliver the finest
information to the user, a variety of SEO approaches and strategies make their business a more
productive destination for customers.
Build brand awareness: Whenever users concentrate their Seo rankings, they increase the
number of visitors to their company. It raises brand recognition, which encourages more people
to buy their product lines.

Enhances the website's customer experience: Google has claimed improve their website's
experience for users can help business appear better in search results. Google encourage their
visitors to make high material, therefore they priorities sites that developing a good and web sites
with this in consideration.
Internal offers can help to increase their sales: Whenever people have found them, they
already are researching for that product/service on search engines. Customers are the ones that
find they, so they will have lesser effort to perform to clinch the transaction. In contrast to
outbound marketing, this entails phoning, emailing, and so forth (Schreiner, Rese and Baier, 2019).
High ROI: SEO has historically provided a positive return on investment. As per a 2018 poll,
Google was the principal cause of web traffic, far outnumbering social media and touting the
benefits of ranking in target keywords. Another of the chief factors for SEO's sustainable Profits
is because it generates high-converting visitors. The purpose of SEO is for a company's product
and services to show whenever users are interested for them. Whenever the customer conducts a
search, they are often eager to purchase, so having their website at the top of search heap boosts
the chances for them to become a customer.
Lasting results: Other significant advantage of SEO is the long-term value it provides. SEO isn't
as unpredictable as, say, pay-per-click advertising. It's as easy as flicking a power bulb with PPC
— pay the system and create getting prospects. The connections, on the other hand, dry up as
soon as it shuts off. With SEO, they may cut their monthly outgoings in half while still reaping
full benefits from the exposure they've developed. Whereas the effects aren't always everlasting,
they stay far lengthier than many other marketing methods.
Disadvantage of SEO
SEO Benefits Take Time: One of the most obvious downsides of hiring SEO for your business
is the time required to just see genuine results from their efforts. Effectiveness in internet
marketing is measured not just by development of a website, but also by establishing a foothold
and exposure in search results. The approach means acquiring computers classify their data,
which could take days, weeks, or even years. If they desire or want immediate gratification from
their strategy, SEO might not be the best option (Payne, Peltier and Barger, 2018).

For a specific niche, SEO will necessitate a significant investment: SEO isn't a "free" digital
marketing tool unless they've completed all of the steps in their SEO plan, such as getting
connections and making videos. When they truly would like to see impressive findings from
every one of business advertising strategies, user may need to seek and hire external aid to
establish all primary contributions as well as other SEO marketing tasks. This really is especially
true if they operate and advertise in an intense competition area.
Long-term strategy: The time it takes to see results is among the most major disadvantages of
SEO. There are several factors to take into account whenever giving someone an estimate about
how long it might take for a campaign to get traction. As per Google, an SEO company should
expect to see benefits in 4 to 12 months. At Backpacking stove SEO, they frequently find
campaigns have their first meaningful effect between 4-6 months, with growing benefits from
there. If they're searching for a quick solution to boost earnings, SEO isn't always the best option.
Additional problem of doing SEO there are no guarantees of success. Google, on the other hand,
openly urges businesses to reject vendors who guarantee 1st positions. The fact is that the
algorithms is constantly changing, and results fluctuate often. Additionally, as several firms have
discovered from individual perspective with a lot of algorithm changes over time, months of hard
work and achievement may be destroyed by a drastic alteration in how it might be done. A
website is analysed through searching (Marfice, 2020).
Why should we use SEO in digital marketing?
1. Compared to PC and other marketing tactics, SEO is more cost effective. It is a
predetermined fee for a service offered by an organization.
2. An efficient SEO plan will undoubtedly increase their website's search engines rating.
3. SEO is even more important than online marketing and SEO methods for website
performance and increasing user engagement.
4. Along with its ubiquitous use in regular living, mobile is a significant aspect in digital
marketing. Google used this to considered mobile site inquiries to be lots of areas when
evaluating websites. As a result of this development, mobile SEO is becoming a more
important part of SEO strategy. When it comes to increasing a website's exposure, mobile
SEO is crucial.

5. A well-executed SEO strategy for a website elevates it above even its rivals in search
engine results.
6. SEO aids in the gathering of additional revenue. A high search engine rating also wants
to enhance customers, and the rate of exchange naturally rises as a result of the better
position. As a result, SEO aids in improving visitors and, as a result, exchange rate and
Return (Sahu, Deng and Mollah, 2018).
Tools used by company in digital marketing
There are mentioned different tools which are using by the different business for the digital
marketing such as:
SEMrush: A prominent tool utilized by majority of the SEO specialists, SEMrush is a holistic
marketing suite that helps SEO experts to do competition research, evaluate material and it also
includes with a keyword phrase. It does some incredible job; they can look up a term in more
than ten different methods. It integrates with other Google products such as Google Docs, Search
Engine, and Google Analytics to help users improve their text search and material.
Moz Pro: A tool that aids in the comprehension of their consumers! Yes, MOZ Pro is a
programme that lets they look for phrases that buyers could use to find their goods or services.
To use the phrase variety of equipment, users may select certain keywords. The google
accessibility rating may be used to monitor the performance of all selected phrases. MOZ Pro
aids in the detection of flaws that prevent search results from scanning their website. While there
are problems with the website, it sends out notifications.
BRAND EVALUATION
Body Shop Campaign
The Body Shop is a cosmetics and company success based in the United Kingdom. Anita
Roddick established The Body Shop in Brighton, United Kingdom in 1976, and it has since
grown to over 3000 regions across the globe. The Body Shop promotes its products and services
on social media sites like Instagram and Facebook, where its ads are frequently featured on
rivals' posts in order to increase engagement through profiles visits.

Their "Enrich, Not Exploit" campaign has acquired a lot of popularity. They aspire to
make positive changes in the world of everybody they deal with, and also their products and the
surroundings. They intend to work immediately with agricultural producers despite maintaining
staunch opponents of animal agriculture. The body store chose to remake itself onto customers as
a beauty qualifications and innovative products, and concentrate on differentiating the company
for the next population so they grasp what the company and goods represent for, after analyzing
their client and personal circumstances.
In present time most of the people like to natural products which is good for skin and health.
The brand largely promotes its products and programs through video, social media, and print,
with less focus on tv ads. The corporation is trying with sites like Instagram, Pinterest, and
Snapchat, which look to be doing very well among the under 35-year-old audience.
The Body Shop caters to a diverse group of clientele, both men and women. Earlier, the
business didn't have any goods for guys, but it is now focusing on men who are concerned about
their complexion and want a relaxing bath. The brand's primary target audience, meanwhile, is
women aged 20 to 55. As per the company, 64% of its customers are willing to pay extra for a
more responsible item. Researchers also discovered that 83 percent of their customers are
inclined to choose shops that are concerned about environmental practices. It was also
discovered that users of The Body Shop items found it particularly appealing.
DIGITAL PLAN RECOMMENDATION
Whenever phrases like dry, skin, winter, moisturiser, white, body shop, and so on come in a
search, They may use sponsored hunt to improve their SEO. It will aid in the generation of a
targeted audiences and will promote the company's facility's main concept.
1. To attract the theynger demographic, funded advertising are placed on websites that offer
women's facial moisturizers and fashion items, such as amazon, myntra, zara, and
homeshop 18, as well as sites that market skincare items.
2. Also, writing content on the Body Shop online stressing the use of natural items, whether
skin care or food, in trying to entice a readership that values natural foods.
3. We'll run an ad in a famous fashion publication about it, complete with a QR link for
product details.

4. A link to an application will be included in the QR code published in offline print
advertising, which will give the foregoing:
5. It will assist they in determining their skin type.
6. It will give they information on how to care for their skin based on ones skintone.
7. It will provide the addresses of nearby hairdressers and hair salons, as well as information
on the products they provide.
8. They may target those who regularly researched our set phrases with customised
marketing based schemes on SEO data. Customized s can also be used to target them.
9. Consumers may put in the user's seasonally quality standards of Body Shop items via the
application, which will assist the firm in not only promoting the moisturiser but also in
selling of other supplemental goods.
10. Customers will be prompted to leave feedback on the body shop's website.
11. Users may also publish home treatments for skin concerns on their site.
12. Customers who use apps will have the option of recommending Body Shop items to their
colleagues. This communication will be delivered to the user's contact number through
WhatsApp.
CONCLUSION
Here on web, individuals utilize browsers to locate what it is they're searching for.
Whenever people need knowledge, if they're researching a business, searching for a cafe, or
organizing a journey, they frequently turn to search terms. They give company owners a terrific
opportunity to bring appropriate targeted visitors. Search engine branding is the practice of
optimising a website's load time on a page of search engines (SERP) in order to attract more
tourists (SEO). The objective is to rank in the leading Google search results for the keywords
that are most essential to their core demographic. As a consequence, SEO is as much about
understanding the expectations and objectives of corporate visitors but also about the
practicalities of how search engines work.

REFERENCES
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