It would be true to say that, even though, “Digital Marketing”, is a subsidiary of marketing, its scope is just as big. Digital Marketing encompasses various elements that make it a vast and diverse form of marketing. Digital Marketing can be broadly classified into two categories, organic and inorganic. The basic difference between the two categories is that while organic methods are unpaid or free techniques of drawing users to a website, inorganic methods are paid techniques. Both, organic marketing and inorganic marketing, have a wide array of tools that can be utilized in order to increase the quantity and quality of traffic. While it is believed that inorganic methods are more effective because they are paid, it must be kept in mind that a website’s promotion shouldn’t solely be dependent upon inorganic methods. Organic methods can be very effective if used properly. Organic traffic is considered more valuable than inorganic traffic.
Part of this is because the websites that are displayed are the best ones available for that term. The other part is that visitors are considered to have a more legitimate interest in the subject. Inorganic targeting is done with a wide scope and the advertisements may be, sometimes, shown to an audience who is not interested in the product. That is one advantage of using organic marketing methods – it provides the users with the best results, almost always producing a lead.
Among the various techniques of organic marketing, the most frequently occurring is the use of, ‘Search Engine Optimisation’ or ‘SEO.’ Search engine optimization (SEO) is the process of increasing the quality and quantity of website traffic, increasing visibility of a website or a web page to users of a web search engine. SEO refers to the improvement of unpaid results (known as “natural” or “organic” results). Optimizing a website may involve editing its content, adding content, modifying HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. Now that we have cleared up to some extent that what SEO is, we can move to understanding the various elements that make up SEOs.
SEO comprises of majorly two types. On-page SEO and Off-page SEO. On-the-page search ranking factors are those that are almost entirely within the publisher’s own control. It depends on the quality of content, the HTML clues, relevance of content, keyword research, and other such factors that can be changed by a publisher. Off-the-page ranking factors are those that publishers do not directly control. Search engines use these because they learned early on that relying on publisher-controlled signals alone didn’t always yield the best results. For instance, some publishers may try to make themselves seem more relevant than they are in reality.
Factors such as Social Media Marketing, and Link Building contribute to improvement in quality of off-page SEO. In simpler terms, On-page SEO concerns all of ranking factors that they determine by directly looking at the page you try to optimize, such as your headlines, content, and page structure. Off-page SEO refers to all variables takes a look at, and they aren’t exclusively in your own hands. They depend on other sources, such as social networks, other blogs in your industry, and the personal history of the searcher.
The following chart can help understand in depth about on-page and off-page SEO and the factors that each of them comprise of.
A culmination of on-page and off-page SEO can do wonders to a website in terms of organic marketing methods.
To understand on-page and off-page SEO better, we’ll look into each of them individually and understand the factors that contribute to their improvement.
Search engines don’t respond to a query just by delivering the quickest content to you. Google has certain algorithms which they use to determine the best possible content that would be the most relevant to the user. To do this, google crawls and indexes the entire world wide web several times in a day. The following on-page factors contribute to making your website shine out from others: –
Quality: While the times where just delivering the best-quality content would make you stand out from the crowd are long gone, it is still the starting point for any successful SEO effort. It is tedious and difficult to create a content that is that extensive and exclusive, but efforts pay off. While quality is not the sole factor that can boost up a website, it sort of acts like the foundation.
Keyword research – Doing your keyword research up-front is a crucial part of great content.
Since you ideally want to include your targeted keyword in your post’s headline and throughout the article, you need to choose your keyword before you start writing and accordingly work on the content. While keywords are important, they must be used judicially.
Use of keywords – Google has gotten smarter over the years. While you should, of course, use your keyword throughout your content, jamming your keyword into your text as much as possible will hurt your rankings rather than improve them. Google has adapted a semantic keyword algorithm which allows it to interpret the meaning of keywords in a deeper sense. It must be noted that while placing keywords in the text is important, the content written must absolutely be natural.
Freshness of content – Posting more frequently improves Google rankings. However, posting new content is only one way to signal Google freshness. Refreshing content, for example, is another way to signal google of the freshness of the content. While it is important to publish regularly, you can still get great results by posting once a month as long as your content is thorough and in-depth.
Certain off-page SEO are also very important in making your website shine out. These factors are equally important in contributing to your website coming out on the top. While many of these might not always be in the publishers control certain efforts can definitely be put in to contribute to the cause. These are the factors that contribute to the improvement of off-page SEO: –
Trust: Trust is becoming increasingly important when it comes to Google’s SERP (search engine results page). A lot of malicious websites have been blocked by google majorly due to this factor. The only way to make sure google trusts your website is by making sure that you do not use black hat techniques to increase your page’s ranking.
Authority – Google determines the overall authority of your site by a mix of two kinds of authority that you can build:
- Domain authority: which has to do with how widespread your domain name is.
- Page authority: which relates to how authoritative the content of a single page is.
Bounce Rate: Bounce rate is nothing but the number of users who only check out one page of the website and leave. Page loading speed, ease of navigation, and much more all come into this factor.
While there are over 200 factors that Google uses to determine which page to put up on top, these are some which are easy to work on.
While it is important to focus on all factors, it is not possible for entrepreneurs of this age to be able to contribute their precious time to these. It is, undoubtedly, extremely important, but it must also be noted that the efficiency of work would be much more if the aforementioned work is outsourced. That is where WebShark Web Services comes in. We, at WebShark, have a team dedicated to ensuring the success of your website. The scope of digital marketing is huge, and SEO, while a part of it, are important to build up your website. Marketing is not only comprised of promotional activities that one can undertake to increase the visibility of their business, but it also comprises of building your business/website better.
We, at WebShark Web Services, are a Digital Marketing Agency in Bangalore, Karnataka, who special in the field of Internet Marketing and Website building. We are a comprehensive, one-stop destination ensuring that your business takes you to new heights. WebShark is not only a platform building service, but gives you the freedom to operate your business with ease, be it online, or offline. Our trained professionals are there to cater to all of your needs, be it a change in your marketing strategy, or setting up new SEO strategy for you, or giving your website a face lift, we are there for you. Our system of working ensures that you get the best of everything. Trust in us and our marketing efforts, because they are bound to leave you satisfied. Let WebShark help you web your customers through the (world wide) web.