Marketing and business is completely digitised in the age of Smartphones and Tablets. Nowadays, it is near impossible to think of garnering customers without having a well-crafted online advertising campaign. Truly, the internet is the most pertinent medium to gain primary and deep information about any product; since it is the first place where we look in order to get the first idea of what something could be like. Hence, it is immensely important for a company, especially if it is an e-commerce enterprise; to make sure that it keeps a high profile online. And that can only be achieved through Search Engine Optimisation, which is known in popular digital marketing lexicon as SEO.

So, let’s have a look at what SEO is all about. For one, it involves strategically placing keywords in an evenly-distributed manner in all web content or articles on third-party websites. Here’s how keyword research is done: You take a good look at the pages of the website and note the words which are the most important or most frequently used on a page. Those words must be such that they would be used by people while searching for the services and /or jobs which are offered by the company. Then, all those words are put on the Google AdWords slot and searched for volumes. The words which display the greatest volume are then used as keywords and mentioned all over the text in the website. They are also mentioned in the URL and in whatever video link that might be embedded into the site. As a result of this, when people search for a service or product which the company in question sells, the name of the company will feature high up in the search results list.

SEO is used in every place where the company advertises or campaigns for itself. And that includes all social media and digital channel spaces.

Below are some of the reasons why SEO (or getting SEO training) is important (Information Credit: White Hat Academy):

Increased Visibility: SEO is mainly done with the help of researching the appropriate Keywords which are used to search for a particular service or product. These words are used in a strategic manner while creating content for the website, and also in the title of the article. Thus, it becomes easier for Google crawlers (spider) to associate the company with that certain product or service. As a result, Google is able to rank that website on its first few pages, rather, the first page itself, depending on viewer experience user reviews and a lot of other factors which fit into its algorithm. This leads to a steady increase in the amount of traffic on the website.

Brand Trustworthiness: It is important to garner the trust of potential customers in order to mark an increase in sales. When a site ranks high on Google, it helps the viewers to place their faith in the brand and depend on it. This is where the importance of brand trustworthiness lies. SEO increases the amount of viewers who can trust the brand. This is but natural; we all automatically trust a name which appears to be on the top of any list on the internet. It’s simple human psychology.

It is Cost-effective: Since SEO is an in-bound marketing strategy, it costs much, much less than outbound ones such as cold-calling. And since it is targeted at a particular demographic, its returns are also much more precise when compared to random list calling. Thus, with SEO, one manages to get more return for less cost. This, without a question, remarkably improves the ROI of the company. The lead generation is also enhanced.

Increased ROI: In continuation of the above point, it can be said that it is possible for SEO experts to track the exact granular-level results of SEO strategies, and thus, find out which strategies are wrong and which are not. Also, in case of e-commerce sites, one can find out the exact demographic information of customers who had visited the site and/or bought from it. All details regarding choice and sales can be seen, and patterns of choice-making can be identified. Thus, armed with highly specific information about consumer tastes and preferences, it would be possible to make the necessary arrangements related to increasing and ramping up sales.

In short, SEO is a cost-effective and highly rewarding tool in every manner. Use of it in modern digital marketing is indispensable, and that it why, companies outsource all SEO-related work to other companies that specialise in it.