Simply, a search engine is a small website where users get information from the World Wide Web(WWW). Anything can be searched on the search engine such as videos, images, text, etc.
Google is the best example for a search engine in the digital marketing world because search a keyword on the top of the google search button and type one keyword like “Apple” then click on the search button you will navigate to a page that you will give to an input to the search engine and returns an output like a new page will be opened When you enter a keyword that will be matched with the search engine databases and give you the proper output fastly by the help of internet.
Most of the search engines give very relevant results and it also removes the spam pages and viruses and gives a million results very fastly.
when you search a keyword and it will return the better output that will be shown on the top webpage and in the sorted for the best websites are to be listed first. Users will select only the first link and the lists are to be sorted from the millions of websites.
The search engine is very useful for all people because anything can be searched anywhere and fastly returns the best result. It will work with only the internet and free cost it will be designed very simple and user-friendly.
Steps for working of the search engine:
It will work with crawling many web pages used by its crawlers. Search engines can be navigated with links and open the other website. It can be used for downloading images and documents.
Google search engine is a better example of this because it will contain a wide variety or a set of documents that are to be included in the database and users can be viewing a website on the screen and then search some keywords on the search button and returns results matching from databases.
Google contains a wide variety of sets of documents. It works with an algorithm. The algorithm is very complicated and has very high lengthly equations and it is very useful for search engines. It works with automated programs and it contains a very big set of indexes of keywords.
Role of SEO in Digital marketing
Before going to tell all the Roles of SEO in Digital Marketing let’s know what SEO Stands for, SEO stands for Search Engine Optimization. Search Engine Optimization is a powerful digital marketing technique to increase the visibility of web pages.
It is used to optimize web pages. SEO makes the web page search engine friendly. When we search for that page or website in a browser, it will get a higher position in the search. SEO is a subset of search engine marketing. To know all the Roles of SEO in Digital Marketing, keep reading this article till the end.
Digital marketing, as the name suggests, is marketing using digital technologies. Digital marketing uses different technologies for marketing products. SEO is one of the technologies used in digitalized marketing. The role of SEO serves as important in Digital Marketing.
Nowadays SEO is widely using in website designing so that it can get a higher position in a search result and the users can easily access that site. As compared to other techniques SEO has long-lasting traffic.
SEO has mainly two methods of optimizing the websites:
- On-page optimization: this technique of SEO increases user traffic and visibility.
It refers to all the measures taken directly within the website in order to improve its position in search. The webpage contains HTML source code and webpage content. To optimize a website, we need to use these contents.
- Off-page optimization: this method increases the position of the website in search by taking all the measures that are externally from a website. Off-page optimization mainly focus on website promotion
A business can be benefit from SEO. There are some reasons which make SEO very important in Digital marketing:
Increased Traffic: the process of making the web pages on the top position on search results is actually online real estate. This marketing of websites generates impressions on end-user and it will increase the number of visitors to the website.
Cost-effectively: The role of SEO in Digital Marketing is mainly focused on the visitors who are looking for that specified product or website.
Increases site usability: It is easy for users to access the website. While using SEO technique in the website, search engine rearranges the link and architecture of the website so that it easily navigate to that site
High Brand awareness: The role of SEO in Digital Marketing helps in website promotion. When it be attractive to the users, they will share it on other platforms like social media. A higher position in search results in a higher number of visitors and impressions on that page. It will increase the brand awareness of the business.
We can say that SEO is the soul of Digital Marketing. Competitions in marketing are increasing day-to-day. People search on the internet first for anything. So, the need for SEO in Digital Marketing is never going to end.
What is On-page and Off-Page Optimization in SEO
On-Page Optimization
If you want to understand on-page and off-page optimization then firstly you need to know about ‘What is page optimization’ in SEO in digital marketing. So, optimization means to make anything as possible as impressive and good. We publish a webpage on our websites.
It’s all about publishing web pages attractively and impressively. Google, a search engine, search about anything so, page optimization means taking a place at the top of all search engine results about our site for our webpage. On-page optimization is defined as trying to make as possible as good your webpages to give assistance them in ranking higher on search engines.
The main target of that is to increase more traffic on your website from time to time. The main of on-page optimization involves focusing almost exclusively on the placement of matching keywords strategically on your page keyword in headings, keywords in Meta description, title, etc.
But this method or trick is out of fashion or modern technology. Nowadays, Google automatically understands synonyms of keywords that ease you don’t longer obsess about strategic placement of matching keywords for your website.
These are some tips below for on-page optimization:
- Surety for loading your page fast
This happens many times that we had the search for something and then click on the first link but it takes time to load then hit the back button and choose another link. This matters to ranking your website at the top of search engines. Google provides a page speed insight tool that helps you to check your webpage speed and also gives some suggestions. So, make your page loads faster than others.
- Make short URL’s description
Also, URL’s description makes your website easy to view in the crowd of many sites URLS/ if your URL contains a long description and is not useful about actual content then nobody noticed it easily. So, make short URLs that contain only the content of your website. Let us take a view of a URL. https://snabaynetworking.com/types-of-cable-networking/. This indicates easily that the website contains all the content about types of cable in networking.
- Take easy and readable content
This also matters to get ranking on search engines. Visitors want easy and readable content always. So, you had to take easy content for your website. This happens by avoiding big words, tough language, also use short sentences and paragraphs. This will help you to increase more traffic on your website from time to time. You will get top rank on search engines.
Off-Page Optimization
This is clear by the name that off-page means out of the page. This is defined as taking steps outside of your own website to get top ranking on search engines. This will depend upon the user’s trustworthiness, authority, and relevance. This involves improving your search engines also. This is achieved by respected places like pages, peoples, sites, etc., that promote your website using digital marketing techniques in public effectively for the quality of your content.
Off-page optimization also includes backlinks these below:
- Natural Links are links edited or added to any website without informing the owner of the webpage.
- Self-created links are links written by doing practices like backlink adding in a press release, forum, online directory with improved anchor text. Some such types of links are scowled upon search engines like Google.
- Manual Built Links are the links received through link building campaigns. This also includes activities like attracting customers towards your website or asking many experts to share your content.
There are many signs for your website to pass the equity-like:
- The linking site used anchor text
- Link’s “freshness”
- Linked site’s topic is how related to the linked site
- The popularity of the site that is linked
- Linked site’s trustworthiness
- The number of links present on the page linked.
What is Bounce Rate? What are the methods to improve the bounce rate?
Bounce Rate: It is also known as users can use how much time spent on the same pages and continuing with another site open with on the same page and its percentage can be calculated so it is called bounce rate.it can be calculated with the number of users who can use time and exiting time.
Imagine if you open a new website and read articles based on some topics you are reading. Sometimes you will take another site open the link from the current site and you continue reading the article and you have to see interesting ads on the same site again you will spend more time than the time the bounce rate will be increased. The bounce rate is considered as a high percentage is to 60 to 70 depending on the website only. The calculation of the bounce rate is given below.
Rb = Tv/Te
Where Rb is the bounce rate Tv is the sum of single-page visitors and Te is the sum of website entries.
⦁ Visitors view the website more interesting so it will help to increase the bounce rate the main factor to improve the bounce rate is to content.
⦁ If some website has no bounce rate because the users don’t interest incorrectly using the website. Some methods of getting the bounce are to be listed below:
⦁ Spend more time on the same page of the website.
⦁ Choose to open another page on the same website link
⦁ By entering the URL on the google search button
⦁ Click to back and close the website, the session will be time out within 30 minutes and improve the exit rate and bounce rate of the website.
Different methods to improve bounce rate that is to be listed:
⦁ Increase the readability of the contents.
⦁ Add more ads to the web that will help visitors spend more time on the website and that will increase the bounce rate.
⦁ Contents are very user-friendly and it will be interesting to the visitors, some times the contents are to be not understanding visitors will not spend more time on the website they will choose a different website.
⦁ Contents are more user-friendly and it will more explain the merits and demerits are to be listed using bullet points.
⦁ Pictures to explain the topic and it will include the graphical representation are to be very fastly to improve the bounce rate of the websites.
Difference Between Bounce Rate and Exit rate in SEO
Even though it is an integral part of the equation, Exit Rate is not as much talked about as the Bounce Rate in digital marketing. Part of the problem is that most people think they are the same thing because both of them are used for calculating the percentage of the people who left a web page early and that is where the need to differentiate between them arises.
To understand the basic difference between them you need to pay attention because it is very subtle, that is why so many people fail to grasp it. Bounce rate is the percentage of how many people came to your website to give a visit and left without navigating it and exploring other pages belonging to your websites.
Unlike Pogo Sticking, Bounce rate is not always bad for you because there is always a possibility that users might have bookmarked your page for future use or didn’t read it because they were already familiar with your content and just came to the page to share it on a social media platform or any other forum. A bounce is bad for you only if the user spends less than 10 seconds on your web page and leaves.
Exit rate, on the other hand, is the percentage of how many users left a particular web page after coming across it. If you want an accurate calculation of how the popularity of your website is increasing or decreasing, you have separate exit rates for every single page to do that.
There are many more differentiating factors between the two terms that help us distinguish them and one of the major ones is that the Bounce rate doesn’t always equate to the exit rate. If a visitor comes to your website and navigates through it after finding your content full of quality and worth their time, they will most probably visit other pages as well.
But when they leave your website, no matter how much time they spent here, their exit will contribute to the exit rate of the last web page of your website that they visited.
While there are many ways to interpret the meaning of a high percentage of exit rates, increasing bounce rate is always a cause of worry because it indirectly, sometimes directly, indicates that your website or some particular pages with a high bounce rate is not user-friendly or impressive enough for the users and you need to improve.
Difference Between Bounce Rate and Pogo Sticking
If we talk about the Bounce Rate and Pogo Sticking, there’s a very subtle difference between the two terms but on the spectrum of the good and bad rating, they go on the very opposite directions, with the former on the positive end (hinting that the visitors were satisfied with the content) and the latter on the negative (signifying that the content was found unsatisfactory).
The bounce rate basically means that the users who came to the website remained here for enough time to give us an idea that they found the content worthy of their time but since not a long time was spent here to explore the whole website and other pages belonging to it, it will be considered a bounce.
However, there is a possibility that some of the users may have bookmarked the page or shared it on some other kind of media but that still does not contribute much.
Pogo Sticking, on the other hand, is an indication that the visitors may have found the headers tags useful but the overall content did not impress them enough to make them stay on the website or webpage for the amount of time it would take to read at least the whole content of the page that was they visited.
If the visitors go back and change the term or phrase they used for the search in the search engine, then it is considered as pogo-sticking. In that case, we can say that the user is Pogo Sticking. Google takes the pogo-sticking into serious consideration while sorting out the first-page result. If your website becomes a part of any pogo-sticking, it has a high chance of being axed in the process of optimization.
While the Bounce Rate is a positive sign for you in consideration of the Search Engine Optimization, it is can also become the reason for high traffic on your website but pogo-sticking is a serious cause of worry for your website because it indicates the following weaknesses and problems that it is facing:
- If the Loading Speed of a website is slow, it is vulnerable to being caught in the pogo-sticking process.
- Complicated Navigation of a website also causes the visitors to leave early and disappointed.
- The misleading header tags are a strict no-no. Your content should be strictly related to the headline which you are promoting it with.
Best Methods to Drive Traffic on the Website
The Internet has almost become a ubiquitous phenomenon now. Any firm or organization, which sells its product or services, cannot afford to ignore its online presence. Digital marketing strategies and presence ensure that businesses remain competitive. Even non-business ventures need increased traffic to sustain their agendas and growth.
Increased online traffic means the website and its associated content are sought after by most of the audience. The purpose of visiting a website may be different, but high traffic on the website means one gets better insights into own digital marketing strategies, increased credibility, increased trust, brand building, etc.
However, the increase in traffic doesn’t always mean high engagement and conversion. There are a variety of factors that also influence the conversion rate over a website.
Some of the methods to drive traffic on a website are:
Perform On-Page SEO (Search Engine Optimization). A variety of SEO techniques could be applied to increase a website’s rank on search engines. These tactics mainly focus on getting Google rankings as almost ninety percent of searches are made on Google.
Write Insatiable Content. High quality and well-researched content is the most important requirement to increase online traffic for a page. If the content satisfies the queries of the visitor its ranking would also increase.
The people who are glancing through various websites to find answers to their queries may be satisfied with the content. This may cause them to frequent the site. They may also recommend the website to other people through word of mouth, online community forums, etc.
Build Backlinks. A Backlink to a website is a link or reference from another website. They should be made from relevant websites and should be genuine. More the quality Backlinks, the more trusted a website becomes in the eyes of a search engine. This increases the ranking of the website thereby drawing more traffic to it.
Post to Social Media. Social media could be leveraged to promote the concerned website. By writing useful content related to the website on popular social media sites such as Facebook, Instagram, Twitter, LinkedIn, etc., the social media audience could be engaged to visit the website. This can serve as a definite way to increase traffic to the website.
Include Hashtags in Posts. Be it on social media or on posts that promote the website or on blog posts, attention-grabbing Hashtags could help generate traffic for a website such as #snabay, #digitalmarketing helps users to easily discover products or services offered by a website. The more the number of links, the more traffic one is going to get for the website.
Target Long-Tail Keywords. Long-tail keywords are queried by users who are looking for specific detail or product. Such keywords result in almost exact matches. Also, in most cases, the intent of such users is to engage with the website in order to achieve their objectives. By targeting long-tail keywords in our website’s content, users could be engaged more easily.
Learn from Analytics. Since most search engine queries are done on Google, the insight gained from Google Analytics (which is free to use) could be used to make an assessment of our efforts to increase traffic on the website.
By regularly checking our website’s analytics, we can easily identify which content and strategies work and which need improvement and which ones are not worth pursuing. We can accordingly make changes to our strategies to improve our website ranking and traffic.
Engage Online. By being active in online groups and websites which relate to our website’s purpose can help obtain more traffic. Comments, relevant answers to questions people are posting, fruitful conversations about the website’s field or industry can help engage with a community. this helps in getting our website more exposure and profile visits, especially on the social media pages.
If our social media page or profile contains a link to our website, then more traffic could be expected on our website. The only precaution is to engage wisely, moderately and avoid posting links as it may appear spam tactics and may harm one’s website reputation. The goal is to engage firstly, increased traffic may be a result of it.
Answer Questions on Quora. Answering questions relevant to the website’s field of concern is a good way to tell people about the website. Preferred or liked answers have more credibility and the chances of increasing the traffic on the website increase.
Utilize Email Marketing. Emails could be used to send regular newsletters, offers and to stay in touch with the customers. Useful information and links to desired pages could help users learn more about the website and the services it offers.
This is an inexpensive way to reach thousands of users at once, although care may be taken not to bombard users with emails otherwise they may disengage or unsubscribe or mark the emails as spam.
Update “Expired” Content on Your Website. It is necessary that old content is replaced at a good rate, especially if the website deals with content that needs regular updating. In the case of old, out-of-context, or outdated content, the users may wish to skip the website.
The bounce rate may increase. An updated website guarantees that the user’s interest remains intact and relevant information pops up in search engine results.
Create and Share High-Quality Infographics. High-quality info-graphics is one of the clickbait ways to attract users to a website. Users may find representations useful for their own ends and may thus visit the website.
A well-designed, appealing info-graphics presentation involving pie charts, bars, graphs, interactive user interfaces to display data in a customized way, etc. helps comprehend information in an easier way.
Focus On Mobile Usability. With each passing day, mobile phones are becoming the preferred medium for online surfing. So, our website needs to be mobile-friendly, faster, and responsive. This would ensure more traffic to the website.
Which Form of Marketing is the Best SEO or PPC?
SEO and PPC both are digital marketing techniques but When it comes to boosting up the traffic, we have two methods, SEO (Search Engine Optimization) and PPC (Pay Per Click).
The most common question that arises is which one is better, SEO or PPC. At first, we have to learn about what is SEO and what is PPC. To know more about which form of marketing SEO or PPC is best, keep reading this article till the end.
Search Engine Optimization is a digital marketing technique or strategy used to help to increase the number of visitors that will frequent your website. It is a powerful way to increase the visibility of web pages. This technique is used to optimize web pages.
SEO is one of the technologies used in digital marketing. When internet users search for your product for your products or services, your website needs to be the first one they find.
Search Engine Optimization helps the search engines recognize your relevance to specific keywords that people search for online. SEO is a subset of search engine marketing. Search Engine Optimization performs keyword research.
The search engine optimization process includes :
- Researching keywords
- Creating content
- Building links
- Making sure your website is visible in search engines.
Coming to PPC, it stands for Pay Per Click. It is also a digital marketing technique in which an advertiser pays a fee every time a user clicks on their ads. It is a method of marketing. It will purchase visits for your site. The most popular form of PPC is search engine advertising. Pay Per Click is normally associated with Google ads and Bing ads.
In pay per click, the Website that utilizes PPC ads will display an advertisement. When a keyword query matches an advertiser keyword list, it will display ads.
We need to know the difference between them:
Search Engine Optimization is a time-consuming method and changing process where PPC is a quick process.
It is result-oriented.
SEO is an organic method where PPC is paid.
Search Engine Optimization has some disadvantages
- SEO takes time to generate the result.
- It may go down in the search result at any time. So, the SEO analyst needs to beware every time.
- Compared to PPC, the ROI approach is not clear.
As compared to Search Engine Optimization, PPC can generate results quickly.
Pay Per Click has the following advantages
- It works quickly
- Generate quick results
- Work on ROI approach
- Need not updated with Google.
- One of the biggest advantages of PPC is PPC executive get higher salary than SEO analyst
So, Pay Per Click is comparatively better than Search Engine Optimization due to its quick response within less time. So, what will you prefer SEO or PPC, I would like to know from you in the comment.
SEO and SEM Examples and Differences
This is a time for entrepreneurs. Even the government of India is favoring the entrepreneurs and encouraging them to establish new startups to help build up the economy.
As an entrepreneur, you have a lot of opportunities in fields that were not even in existence a few years ago. Everything you thought didn’t hold any ground in the market has a start-up solely dedicated to it and guess what? They are thriving.
Now, there are many challenges and difficulties of a start-up despite how much support you can get from a government because at the end of the day, the world is run by the people of business.
If you have a specific start-up and want to expand it, you must have a website that people can visit to know more about it and to contact you in case they have a proposal for you to work with them. And if you have a website there are simple tricks like SEO and SEM to make your website more popular on search engines.
What they do is make your website appear somewhere on the first to the third page on a web search engine which ensures you get more views, visit, and certainly more popularity among your competitors.
Here are some differences between SEO and SEM in digital marketing and how they can help you in your business.
The most distinct difference between these two is the Pay Per Click (PPC). Under this service, you get paid every single time a person opens your website. Pay Per Click service puts you under the category of SEM even if all the other methods you are using come strictly under SEO.
To clear the above fact, Search Engine Optimization does fall under the category of Search Engine Marketing and is not independent completely. SEM is just a broader term that includes more features and paid services like PPC to help expand your website reach.
Most of the time when you search anything on a search engine you get some of the links that contain a little box with ‘ad’ written in it. Those links belong to SEM and others belong to SEO.
One of the SEM features that SEO doesn’t possess is filters. SEM uses filters to categorize an audience for you based on the requirements you provide. Age, location, and occupation are some of the factors that are kept in mind while your target audience is chosen.
List of website analytics tools
- Google Analytics.
It is the best analytics tool that can be used for google it can be used as free and it will be free for all website users and others.it can be used for website owners that can be a detailed report for the website traffic and all the issues of the website.
All users to search the same keyword on the website will decrease the speed of the website increase the web traffic. At that time the website owners identify where the traffic comes from and details about the user the google analytics will improve the real updates of the visitor’s data and it will improve the website traffic.
- Spring Metrics.
This is another tool used for web analytics it is very simple compared to google analytics. It will increase by answering the question very fastly. It will perform with some features like converting sources and keyword analytics then the point click configuration is to be done on the Spring Matrics
- Woopra.
This is another tool used for web analytics it will offer real-time analytics tracking compared to google analytics it will take a very small time and google analytics will take more time.it will be with live chat with the website visitors and improve the status of the visitors and it will contain some paid options.
- Clicky.
It is another tool for website analytics and it is mainly used for only one website and it is not free it is a paid google analytics.it will provide real-time analytics it will be tracking on the website how many users can be visited on the website and how much time to be spent and information about current view pages and visitors.
- Mint.
Mint is another analytics tool that can be used on the website, it is not free the tools can be paid for and used.it is also real-time analytics. Track the status of the current users that is an important advantage of the Mint. Tracking with visitors can be a lastly used webpage and currently used webpages.
- Chartbeat.
There is other analytics that can be used for the website analytics tool. It can identify the visitors that can be spent more time on which page will be firstly identified and it will be paid it is not free.
- Kissmetrics.
This is another tool that can be used to track the single visitor information from the website.it will track all the details like how much time spend on a website and how many pages are visited. It is very costly compared to analytic tools.
- UserTesting.
It is another way for tracking the information from the website, and a different way to collect the details of the visitors. How much time to spend on the website to perform how many tasks on your website all are in the UserTesting tools. This tool is also a paid tool.
- Crazy Egg.
It is another tool for website analytics and it will be the complete picture of the website visitors. It will show the visitors every mouse click and track mouse is click on which page all details are tracked.
- Mouseflow.
It will contain the same features of the UserTesting and the Crazy Egg and it is a paid tool. it will track the location and all the details of the web pages and the websites. View heat maps with very different time intervals and it can be made more changes on the web pages.
The pricing of the websites and the webpages with different rates and it store the session and cookies, a single page will store 100 and above session so the pricing of the webpages is very high compared to other analytics tools.
