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  • Writer's pictureToucan Insights Staff

What is SEO in Marketing? Key tips to Make your Strategy Shine

Table of Content

  1. What is SEO in Marketing?

  2. How Does Google Work?

  3. Benefits of Having a Great SEO Strategy

  4. On-page SEO

  5. Off-page SEO

  6. 4 Key Factors to Reach the First Page on Google

  7. Crawlability

  8. Loading Speed

  9. Mobile Friendliness

  10. Title Tag and Meta description

  11. Pillars of an effective SEO strategy

  12. SEO is more than good content

  13. First write for people then for Google

  14. Don't fall into the trap of Back hat SEO

  15. Patience is key


what is seo

1. What is SEO in Marketing?

SEO is an acronym that stands for Search Engine Optimization.

This concept refers to the process that involves optimizing a website so that it ranks higher in search engines.

SEO in marketing works in the following way: when people search for products or services connected to your business on search engines, the higher your pages rank in search results, the more likely you are to attract new and existing clients with your offering.

In essence, SEO is the practice of optimizing websites for search engines like Google, Bing, Yahoo, DuckDuckGo, etc.

The goal of SEO agencies is to boost the visibility of your website by making the necessary implementations to make it climb to the top of Google's search results page (SERP).

The advantages of implementing SEO in marketing are essential to increasing the likelihood of a perfect match between the users' search intent and the content or offerings on your website.

2. How Does Google Work?

In order to understand SEO you must first comprehend how search engines, like Google, work.

Going straight to the point, the process through which search engines read your web pages to assess your content is referred to as "crawling".

Google, in particular, gathers the most important data and keeps it in its website database, often known as its "index".

Moreover, Google categorizes every web page as if it were a large library of information saved on the internet.

At the same time, they gathered the most relevant information regarding each users' search intent. So whenever users search for a topic they will show the most relevant content for that query.

It is for this reason that incorporating SEO into a digital strategy will help businesses to control the search terms that make their content pop up, which as a result will help them to attract their target audience and boost conversions.


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3. Benefits of Having a Great SEO Strategy

seo strategy

Hiring an SEO agency to optimize your web pages will increase the number of visitors to your website.

It is certain that your products or services will be found by your target by generating relevant content tailored for your audience, in addition to the other set of implementations and enhancements on your site.

Some statistics claim that the first five organic results account for 67.60% of all the clicks on Google.

This shows that ranking consistently on the first page can give you a huge amount of free clicks.

Furthermore, by developing content that matches the users' search terms, you will be one step closer to bringing the right audience to your organization’s website.

This means that the people visiting your website are more likely to convert into customers.

The more work you put into optimizing your web pages the better your results will be in the long term.

SEO Agencies ensure a continuous stream of website traffic in a much cheaper and constant way than advertising.

Once you have a solid organic strategy in place you can implement paid search tactics (SEM), also known as advertising, to further bring traffic to your website.

So the question in this case would be, SEO or SEM?. Which one should you use?

SEO On-page & SEO Off-page

Going back to SEO, it is estimated that Google uses more than 200 factors to rank every website.

These ranking factors fall into 2 categories: “On-page” SEO and “Off-page” SEO.

4. On-page SEO

On-page SEO refers to all the actions and information that is present in a website and that it can be directly controlled by the company (website owner).

This information includes the headlines, titles, meta tags, alt text, the content of the web pages, and the page structure and other background data using the HTML code, to name a few.

The goal is to ensure a smooth user experience and to improve the website's structure by offering valuable content. In short, these are the factors you can control and directly change to improve your SERP rank.

5. Off-page SEO

Off-page SEO refers to all the ranking factors that you cannot directly control. These efforts take place outside of your website property.

Off-page SEO mainly consist on getting references from other websites to promote your company. Some examples are backlinks, guest posts or guest blogging, mentions, etc.

Some key aspects that impact the outcome of the Off-page actions are:

a. The number of shares your content has on the internet, including social media.

b. The DA (Domain authority) and PA (Page Authority) of the domains linking to your website.

6. 4 Key Factors to Reach the First Page on Google

a. Crawlability

To ensure that Google can fully display your content, you must make sure that your website is simple to search.

For this, Google uses internal links when crawling your website to find new pages.

To ensure that Google can find your content and properly index it, you should correctly link each page on your website.

b. Loading Speed

Google is aware of how easily annoyed users can become when a website takes too long to load.

It has been demonstrated that when a website's loading time rises from one to three seconds, the likelihood that users will leave increases by 32%.

Additionally, when it takes too long for each page to load, your customers are more likely to give up on their shopping or account creation.

In an effort to encourage user friendliness, Google rewards websites with quick and efficient navigation.

A useful tip here is to use fewer high-resolution images and switch to a faster web host. These are just two examples of how to speed up your page load time.

Tools like Google’s PageSpeed Insights can tell you what your loading speed is and how you can improve it.

c. Mobile-Friendliness

Since 2016, more people use mobile devices and tablets than desktop computers to browse the internet.

This is the reason Google declared that in 2018, they would elevate mobile friendliness to a crucial ranking factor.

As a result, even if your page is performing flawlessly on desktop, when the mobile version is not optimized, the ranking factor may still suffer.

Consequently, we advise using Google's tool to determine how mobile-friendly your website is and what you can do to make it more so.

d. Title Tag and Meta Description

This is the information that is displayed in the SERP that describes the content of each web page.

Together with the title tag, this is the first information that people see about your web page.

SEO agencies focus on making it clear what each page is about and persuade the users to click on it by writing an attractive description with a call-to-action.

A good tip is to also add snippets to your meta description to provide more useful information like user-generated reviews, your organization's phone number, and more.


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7. Pillars of an effective SEO strategy

a. SEO is More than Good Content

To make your SEO strategy stand out, SEO agencies employ a substantial number of SEO tools. Understanding what makes good content for SEO is crucial because it involves more than just offering high-quality information.

In order to improve your chances of ranking highly on search engines, we'll go over the essential advice for creating the best content from an SEO perspective in the paragraphs that follow.