SEO is Search Engine Optimization. A comprehensive digital marketing approach includes various ways to improve a web page’s ranking in the Search Engine results pages (SERPs). So why do you need SEO for your business? SEO of a site is essential to direct a relevant audience to your site. 
The big difference between SEO and digital marketing is the keywords that are used in Search Engine results. In SEO, the focus is more on the quality and relevancy of the content than the volume or frequency of use. This has the effect of increasing the site’s popularity because the keywords used will generally result in visitors showing up who are most likely to buy the product or service being offered. The result is increased sales.
In contrast, with digital marketing, the emphasis is more on the number of times a keyword appears. The reason is that search engines are constantly revising their algorithms and these changes have a significant bearing on rankings. When using SEO methods you are trying to ensure that your keywords appear many times so that people can see your information. In addition, the keywords must be relevant to the subject matter on your site. This is considered part of the SEO process.
SEO is vital to the success of small businesses and home-based companies that rely on SEO for exposure. The competition is fierce, and the small businesses and home-based companies will struggle to get their pages in the top rankings of search engines. With seo, this struggle is dramatically reduced because the rules are based on common sense and good research rather than complicated mathematical algorithms. This means that if you follow the instructions, your page will rank well in most, if not all, of the major search engines.
It is also possible for businesses to use pay per click (PPC) campaigns to promote keywords and links. PPC works well for sites that have a large and relevant customer database. Because the rules of search engine optimization are constantly changing, the campaigns should be changing as well. However, PPC campaigns require large budgets and are dependent on how much advertising the company is willing to do.
Another way to improve search engine ranking is to build backlinks. Search engines use links from related websites to determine where a page should rank within its results. The more quality links there are, the higher up the page the site will rank. If a page has few or no backlinks it is pointless to attempt to increase its ranking. If, however, there are many quality links, then the site will rank high.
Search engine optimization and digital marketing go hand in hand because they increase visibility and, thus, sales. Visibility, however, is not the same as presence. Sites that are never visible to users will never draw business. Sites with low search engine optimization are never going to draw traffic. A company should seek to find a balance between visibility and presence.
Digital marketing and to work together in much the same way that organic SEO does. SEO, however, uses paid search ads to get organic exposure and organic search rankings. A company can use both paid and organic search ads to boost a website’s ranking. Therefore, a company must consider using both paid and organic search ads to get the most exposure.
In order to be successful using both paid and organic SEO strategies, a company must also employ a good keyword and backlink strategy. Good keyword research can significantly increase traffic to a website. Backlinks, in turn, can improve a company’s standing in its niche market, which will help it achieve greater sales.
Organic search engine optimization relies heavily on backlinking to improve rankings. It can be difficult for companies that lack a strong online presence to get listed on the first page of major search engines. A company that lacks link building skills will not be able to achieve its goal of first page rankings. On the other hand, a company that works on increasing its organic search rankings can build a strong lead generation arm. For example, if a company has an amazing webpage that generates thousands of new leads per month, but those leads are not properly segmented into targeted demographics, then those leads could be worthless at the end of the day.
Digital marketing and SEO should complement each other in terms of attracting and converting traffic into leads and then into customers. The success of a campaign is only guaranteed if the strategies that were put in place are well-planned. A solid SEO strategy can make all the difference. Thus, when choosing between digital and organic search engine optimization, always consider the long-term benefits to the company.