What is SEO Marketing? How does it relate to digital marketing? How can you fit SEO into your inbound marketing?

SEO Marketing is the art and science that helps optimize your website to achieve higher rankings on search engine results pages (SERPs). Why should you invest in SEO marketing? Well, with over 8.5 billion Google searches per day, it’s safe to say that a significant portion of your potential customers are searching for your products or services online.

So, where does SEO fit into digital marketing?

Think of it as the foundation of your digital marketing strategy. SEO sets the stage for all other inbound marketing tactics by making sure that your website is visible and easily accessible to search engines.

By optimizing your website’s content, structure, and code, you can increase your website’s visibility, credibility, and relevance to search engines and potential customers.

But wait, there’s more! SEO is not a one-time fix. It requires ongoing monitoring, optimization, and adaptation to keep up with the ever-changing search algorithms. So if you want to stay ahead of the curve and dominate the digital landscape in 2025 and beyond, buckle up and grab your notebook, because this definitive guide to SEO marketing has everything you need to know to craft a winning strategy.

What is SEO?

SEO, short for Search Engine Optimization, involves maximizing your website’s visibility and ranking on search engine results pages (SERPs). In other words, it’s about making your website more attractive to search engines, such as Google, so that they can better understand and index your content.

The goal of SEO is to drive organic traffic to your website, which means people who find your website through a search engine without paid advertising. And SEO Marketing takes this further.

What is SEO Marketing?

If you’re new to the world of digital marketing, you might have heard the term “SEO Marketing” thrown around a lot, but what exactly does it mean? Simply put, SEO Marketing is the process of optimizing your website to improve its visibility and ranking on search engine results pages (SERPs).

So, how does it work?

Well, it involves a variety of techniques and strategies such as keyword research, on-page optimization, link building, content creation, and technical optimization. All of these elements work together to make your website more attractive to search engines and ultimately drive more organic traffic to your site.

The goal of SEO Marketing is to increase your website’s visibility and attract more potential customers to your business.

So, let’s break down some of the new terms.

• Search engines are websites that allow you to search for information on the internet. Think Google, Yahoo, Bing, etc.
• SERPs are the pages that display search engine results.
• Organic traffic refers to website visitors who find your website through a search engine without clicking on an ad.

By optimizing your website’s content, structure, and technical elements, you can increase its relevance, credibility, and visibility to search engines and potential customers.

How Does SEO Work?

Have you ever wondered how search engines decide which websites to show on their first page of search results?

The answer lies in the complex and ever-evolving world of Search Engine Optimization, or SEO. At its core, SEO is all about helping search engines understand what your website is about and why it’s relevant to users’ search queries.

This involves a variety of techniques, such as keyword research, optimizing your website’s content, and building high-quality backlinks from other websites. Search engines use complex algorithms to analyze these factors and determine which websites are the most relevant and authoritative.

While SEO may seem complicated, the basics boil down to creating high-quality content that is optimized for both search engines and users. Ensuring your content is relevant, useful, and informative makes it easier for search engines to index and rank it higher in the SERPs (Search Engine Results Pages).

How to Do SEO Marketing

Now that we’ve established what SEO Marketing is, let’s take a closer look at the steps involved in SEO Marketing.

Conduct Keyword Research

Keyword research is one of the most important steps you can take to ensure the success of your online strategy. It involves identifying the words and phrases that your target audience is using to search for products, services, or information related to your business.

By understanding these keywords, you can optimize your website content to better match what your audience is looking for, and increase your chances of ranking higher on search engine results pages (SERPs).

To conduct effective keyword research, you’ll need to use keyword research tools such as Google Keyword Planner, Ahrefs, or SEMrush. These tools allow you to see how many searches a particular keyword receives, how difficult it is to rank for that keyword, and what other related keywords are being used.

When conducting keyword research, consider the intent behind each keyword.

Are people using this keyword to research a product or service? Are they looking for information or advice?

Understanding the intent can help you create content that better meets the needs of your audience. If they are looking for more information, you can write a blog post that goes more in-depth on a particular topic. If they are looking to buy something, you can create an informative product page or helpful how-to guide.

In addition to considering the search intent behind each keyword, consider other related keywords that may be used by potential customers.

For example, if you run a digital marketing agency and someone searches for “social media marketing”, you might also want to include content related to “social media management” or “Facebook advertising”.

Optimize Your Website’s Structure and Content

After conducting keyword research, the next step in SEO marketing is to optimize your website’s structure and content. This involves several important steps, starting with ensuring that your website has a clear and logical structure.

This means creating a sitemap that outlines the hierarchy of your website’s pages and makes it easy for users and search engines to navigate. You should also ensure that your website’s URLs are clean and descriptive and that each page has a unique title tag and meta description.

Next, you’ll need to optimize your website’s content with targeted keywords and phrases. Incorporate your chosen keywords and phrases into your website’s titles, headers, and body copy naturally.

Instead, focus on creating high-quality, informative content that addresses the needs and interests of your target audience. You can create blog posts, articles, infographics, or other types of content that provide value and establish your website as a trusted source of information.

Finally, ensure that your website’s content is high-quality, relevant, and informative. Use proper grammar and spelling, ensure that all images and videos are properly optimized, and regularly update your website with fresh, new content.

Build High-Quality Backlinks

Link building is one of the most effective ways to improve your website’s ranking and drive more organic traffic to your site. Backlinks are essentially links from other websites that point to your site, and search engines view them as a vote of confidence in your content and expertise.

However, not all backlinks are ‘good links”, and it’s important to focus on gaining backlinks from reputable websites for the best results.

Develop a Link-building Strategy

The first step in building high-quality backlinks is to develop a link-building strategy. This may involve identifying authority websites in your industry or niche and reaching out to them to request a link.

You can also use keyword research tools to analyze your competitors’ backlink profiles and identify potential link opportunities. Check out this article I wrote on how to run a successful outreach campaign and learn how to get yourself some high-quality backlinks.

Content Syndication

Another effective way to build backlinks is to syndicate your content. When you share your content on social media platforms like Twitter, and Facebook, or sites like Medium, LinkedIn, and Blogger, you can increase its visibility and encourage others to share it as well.

This can help you earn backlinks from other websites that share your content or mention your brand in their content. Read this article I wrote on what content syndication is to learn more.

Improve User Experience and Website Speed

I want you to get into your website users’ shoes. Imagine a website that’s taking more than 2 minutes to load the content. What would you do? You’d probably leave and move on to the next one.

Not only does a faster website improve the overall user experience and increase the likelihood of visitors staying on your site, but it can also improve your search engine rankings. Search engines prioritize websites that load quickly and are easy to navigate, so improving these aspects of your site can give you a boost in search engine rankings.

One way to improve website speed is to optimize the loading times of your website’s pages. You can do this by minimizing the use of large images, videos, or other elements that can slow down loading times. Also, consider compressing images or using a content delivery network (CDN) to help speed up page loading times.

Another important aspect of improving user experience and website speed is ensuring that your website is mobile-friendly and responsive. According to Statista, over 60% of total web traffic comes from mobile devices. This means that it is essential to test website performance on a variety of devices and ensure the site functions correctly.

Track and Measure SEO Performance

Tracking and measuring SEO performance is a critical step in any successful SEO marketing strategy. This will provide you with valuable insights into how your website is performing and identify areas for improvement.

Web Traffic

One of the most important metrics to track is website traffic. This includes the number of visitors to your site, how long they stay on your site, and what pages they frequent. Tools like Google Analytics can provide detailed insights into website traffic and user behavior.

Ranking

Another key metric to track is search engine rankings. This includes where your website ranks for various keywords and phrases in search engine results pages (SERPs).

Website Performance

In addition to the above-mentioned metrics, there are other factors that can impact SEO performance. These include website load times and user engagement. Website load time is the amount of time it takes for your website to completely load. User engagement includes factors like page scrolling, clicking on links, watching videos, and more.

Continuously Adapt and Improve

As the digital landscape continues to evolve, you must adapt and improve your SEO marketing strategy to stay on top. Search engines like Google are constantly updating their algorithms to improve search results, which means that what worked in the past may not work as well today.

For instance, Google makes a number of updates to its algorithm each year, with some having a major impact on search results. For example, the “Panda” update in 2011 was designed to reduce the visibility of low-quality content in search results. 

More recently, in December 2022, Google released the Helpful Content Update, which “rewards” websites for creating content that users find helpful. You must therefore keep up with the latest changes to ensure your website stays at the top of search engine rankings.

You also need to regularly improve your SEO strategy based on your performance data. Experiment with new tactics and strategies, and continuously test and refine your approach.

Conclusion

SEO Marketing is no longer the digital marketing strategy of tomorrow; it’s here today. As search algorithms continue to become more specialized, innovative digital marketers need to be ahead of the curve and craft strategies that put their digital footprint at the top of SERPs on Google, Bing, Yahoo, and more. 

In 2025 and beyond, we can expect to see continued changes and updates to search engine algorithms, as well as new technologies and trends that will impact how users search for and consume content online.

But one thing is certain: by prioritizing SEO marketing, you can ensure that your website stays visible and competitive in search results and that your brand remains top-of-mind for your target audience. 

So, whether you’re just getting started with SEO marketing or looking to take your strategy to the next level, keep these tips and best practices in mind, and stay tuned for what’s to come in the exciting and ever-changing world of digital marketing.