seo case study

seo case study

The Importance of SEO in Digital Marketing

1. Introduction

SEO is short for “search engine optimization.” It is common practice for internet users to not click through pages and pages of search results, so where a site ranks in a search is essential for directing more traffic toward the site. The higher a website naturally ranks in organic results of a search, the greater the chance that that site will be visited by a user. SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine. SEO is typically a set of “white hat” best practices that webmasters and web content producers follow to help them achieve a better ranking in search engine results.

One of the major goals of digital marketing is landing on the top page of a search engine like Google. Any internet user who is searching for a topic through these search engines does not bother to look at more than three or four pages so as to find what they are looking for. When looking for something, a common phrase to say is “Google it.” This is the case, and the majority of internet users are reflected by these mannerisms; not going further than a few pages when looking for something on the web. So, understanding the importance of getting the most visibility on a search engine is vital to the success of any online business, this is where SEO comes in.

2. Understanding SEO

This is often referred to as “organic search”. In organic search, you do not pay to be found in the search but you optimize your page so that it is considered the best result for a particular key term.

SEO is about providing information in search engines so they can find content, be it written, video or an image, that fulfills their advance and question. The search engines will use a special algorithm to do a multitude of searches through all available content on the internet so that they can deliver the most relevant and helpful content to the user.

When people ask questions about popular subjects, they want answers quickly. They don’t want to click on a page and then go back and click on another and another trying to find what they want. If Google sends them to a page that doesn’t provide what they’re looking for, what do you think they will do? They’ll just return to Google. And your website will have done nothing to help the user.

The goal of foundational SEO isn’t to cheat or “game” the search engines. The purpose of SEO is to create a great, seamless user experience. Communicate to the search engines your intentions so they can recommend your website for relevant searches.

3. Benefits of Implementing SEO

SEO has the best ROI of any marketing strategy. SEO rewards your business for its efforts at a higher rate than pretty much all traditional forms of offline advertising – the same can be said for almost all types of internet marketing. The reason for this is because SEO is an inbound marketing strategy; I’ll explain what that means later. As a result, SEO allows business to market to users when they are looking for the products or services your business provides. Gone are the days of needlessly annoying your consumer with over-the-top TV commercials or ads in the newspaper. Inbound marketing focuses on marketing to users who are actively seeking out information related to your products or services.

SEO provides trackable and quantifiable results, regardless of whether you have an ecommerce or non-ecommerce site. So there are no qualms when it comes to ROI. SEO agencies are able to track nearly every aspect of their strategy, like increases in rankings, traffic, and conversions. Comprehensive analytics also provide the ability to drill down at a granular level and see demographic information and other engagement metrics for individuals who have interacted with your website. Ecommerce sites, SEO agencies are able to see which paths users take in order to complete a sale, all the way down to which keyword they used to search for you prior to purchasing. For non-ecommerce sites, you can attribute values to your lead conversions, like a ‘contact us’ form fill-out, and calculate the value of your SEO strategy that way.

Let’s look at 15 reasons why your business needs SEO. SEO will help your website find more traffic. Top positions on the search engine result pages receive a majority of the clicks and impressions, so ranking in these top positions can result in significant traffic increases for your website. SEO also focuses on creating informative and keyword relevant title tags and meta descriptions, which show up in the result pages. Having optimized tags and descriptions helps to increase click-through rates, which also promotes increases in qualified web traffic.

4. SEO Case Study: Successful Implementation

When Bravr was hired in April of 2010, the digital marketing agency had the skill set to execute an effective SEO campaign. At that time, TVI Express was facing several unresolved issues that inhibited its ability to optimize the website. These issues included duplicate content, poorly optimized landing pages, a sitemap created in flash, and URL naming conventions that were suboptimal for ranking. The site suffered from frequent modification of meta data, and the lack of a cohesive keyword strategy meant that the site was often competing against itself in the organic search space. With the combination of frequent site upgrades and a very competitive industry, our first task was to create a timeline and ensure TVI Express of its commitment to the campaign. Over the past year, our SEO team has vastly improved the organic search visibility of TVI Express. From implementing effective URL restructuring techniques and revamping meta titles and descriptions, to creating a new sitemap and improving overall site architecture, the on-site optimization campaign has greatly enhanced the website. Full report and analysis on each keyword term provided TVI Express with the direction needed to successfully implement a high quality content and link building strategy. With dramatic improvements to search engine rankings for targeted terms, higher organic traffic volume, and most importantly, a return on investment, the SEO campaign has been a major success.

5. Conclusion

When all is said and done, in the technologically advanced world of today, if you are attempting to promote your business, SEO (internet marketing) is highly important to the success of your campaign. The importance of SEO in digital marketing has provided a clear view of the benefits of SEO in comparison to traditional methods of advertisement, and underlined the ways in which marketing has evolved alongside the internet. We have identified and explained the many ways in which SEO has been proven to greatly assist businesses, these being through its low cost, potential high ROI, the way it is a targeted approach marking only those interested, and the data analysis tools that can be implemented to help and inform marketing strategies. Then with the research provided into the effectiveness of SEO in various sectors of marketing we can see how it impacts all businesses differently depending on their type and the market they are operating within. Advice has been given about how to successfully implement an SEO marketing strategy and several issues that should be avoided if possible. Finally we have outlined the difficulties and drawbacks of SEO, such as the time and effort it will take to achieve a good strategy and also the possibility of negative impact if not done correctly.