The Importance of SEO in a Digital Marketing Strategy
SEO, or search engine optimization, is an important part of any digital marketing strategy. The key to SEO is ensuring that your site is highly visible and relevant to searchers. According to Internet Live Stats, over 66,000 searches are performed on Google every single second. In addition, Google is increasingly rewarding sites with a good user experience.
SEO involves several factors, including keyword placement and usage. Paid search advertising is another important component of search engine marketing. Although this strategy may not be right for every website, it can boost a site’s SERPs. However, it will require extra knowledge. For instance, some search engines may not give your site a top ranking if you use a ‘black hat’ technique.
While some people consider black hat SEO to be unethical, it is not. In fact, most of what is considered “white hat” is actually black hat. Google has defined SEO best practices, and Bing also has guidelines. While white hat SEO involves creating high-quality content and linking to other websites, black hat focuses on other methods, including social media marketing and networking.
In addition to ensuring that each page on a site is easily accessible, SEO is also about ensuring that all referring links are relevant to the page they’re on. Links should be accompanied by relevant text and an alt attribute. Another important SEO practice is to create a sitemap file that points to key pages on a website. Sitemap pages are sometimes referred to as site index pages or site map pages and list links to each page. Generally, these pages should be limited to a few thousand links.