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Relevance of Search Engine Optimization in Today’s Digital World

Relevance of Search Engine Optimization in Today’s Digital World
September 25, 2021

Relevance of Search Engine Optimization in Today’s Digital World

Sep 25, 2021
Akriti Raturi
Akriti is an UGC Net Qualified Assistant Professor. She is an alumni of Miranda House, University of Delhi, and has a passion for teaching.

What comes next after launching a website? The answer is Search Engine Optimization (SEO). It has always played an integral role in digital marketing. Today we'll be understanding why this is the case. 

What is Search Engine Optimization?

Search Engine Optimization(SEO) is the process of upgrading the ranking of the website when people search for the keywords related to your business on the search engine. The improved ranking in the search results helps you to increase the visibility of your website therefore attracting more and more audience. 

Brief History of Search Engine Optimization 

SEO is a dynamic field of digital marketing that helps to build and strengthen the brand. However, there is no concrete evidence but many experts believe that SEO first came to existence in the year 1991. Since then SEO has undergone a number of changes and has evolved 360 degrees.

In the earlier days the main focus of the SEO experts was just to increase the use of keywords for ranking higher in the search results. Today, Google not only searches relevant searches on the basis of keywords but also focuses on other factors such as history and preferences, device, location, etc. Images and videos. 

Top Search Engine Optimization Trends in 2021

SEO keeps updating itself just the way Google updates its Algorithms. Let’s take a look at the Top Search Engine Optimization trends in 2021. 

1. Core Web Vitals 

Core Web Vitals is used for measuring user experience in three factors such as Loading, Interactivity, and Visual Stability which are basically related to page speed.

2. Extensive Keyword Research 

We must perform extensive Keyword Research to find out a keyword. The keyword has to be relevant. Search Engine Optimization professionals nowadays not only focus on primary (focus) keywords but also secondary keywords. Google isn’t just looking at just collections of words anymore.

It’s analysing everything related to the typed keywords on the search engine thus focusing on all possible keywords at the same time.   

3. Importance on Quality Content

Original and authentic content is the building block for any site. It helps to build the brand's niche in the market. We can ensure the quality of the website by creating buyer’s persona where we can specifically curate content according to the needs of the buyers. We also need to conduct research which will help us to create a mapwork for our content. 

4. Voice Search

In this dynamic world, people have turned themselves into multi-taskers. Therefore, when they are searching for anything on the website, they are working simultaneously on other things as well, thus they voice search on their mobile phones using tools such as Google Assistant, Apple’s Siri, and Amazon’s Alexa. 

5. Artificial intelligence

Artificial Intelligence has become the need of the hour in a scenario when people require instant personalised results. Thus it is important that we incorporate this factor on your websites.  

6. Video marketing

"A picture speaks a thousand words", this is absolutely true in digital marketing where people tend to shift towards video content when they wish to create an impact on the digital platform or when they wish to understand a particular topic. Thus, creating a video is a must if we wish to stay relevant in the current scenario. Youtube is the second largest search engine after google thus is the best platform for marketing. 

7. Mobile Friendliness

Majority of the people are browsing through various websites with their mobile phones. Thus we have to make sure that our website is mobile friendly, for example checking out the load speed of the website on the mobile. 

8. Influencer Search Engine Optimization 

This is the era of influencers. We need to tap the influencers, if we wish to expand our business. When the influencers support a website, their followers also come forward to support the particular website, thus adding up to your website traffic. 

9. Branded Search Engine Optimization 

When everyone is running behind branded tangibles, Search Engine Optimization is also not left behind. The more popular and authentic your brand, the higher you’ll rank on Google. 

10. Image Optimization

Using high-quality and relevant images helps us to rank better. We must label the file name of the image so that it’s relevant to the content on the corresponding page. We must also use alt tags, which crawlers use to classify images. 

11. Featured Snippet

When you type something into google, you may notice a box at the top of the Search Engine Result Pages (SERPs), above the actual results. That’s a snippet. They show a chunk of information about the relevant search.

Scoring a featured snippet is a way to get on the first page of the search results. They also help us to gain traffic from fellow competitors.        

Importance of Search Engine Optimization in the Digital World 

When you are uncertain about which outfit to select for your graduation ceremony, the first person that you consult is either your mother or your best friend, because these people are the ones who will provide the best results for you. 

Similarly in the digital world, Search Engine Optimization assists your website just as a best friend. It provides you with the best possible opportunities to rank your website higher. 

Helps to gain Organic Traffic

Organic Traffic is the core component of our website traffic. Being highly visible enables us to appear higher on the search engine and thus enhances our organic traffic.

Helps to gain Credibility and Trust

SEO helps to analyse links, positive user behaviour, machine learning signals, optimized on page elements and content. 

Helps to Understand the Consumer   

With the help of search query results, Search Engine Result Pages SERPs analysis, Analytics data and Artificial intelligence insights, SEO helps us to understand the consumer behaviour and is thus able to offer content according to the taste of the consumer.

Helps to offer Better Experience to the Customers

SEO offers users the information they are looking for in fewer clicks, quickly and easily and thus aids in building the brand profile.

SEO is Cost-Effective

In comparison with the rest of the things that are required to set up a website, the amount that you need to shell out for SEO is negligible. Plus it acts as an investment in the longer period.   

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