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Why SEO is the foundation of digital marketing

14 February 2018
Why SEO is the foundation of digital marketing | Neon

Digital marketing is a complicated discipline. With so many channels available, it can be difficult to know where to begin and how to use your budget most effectively. PPC? Social media? Influencer marketing? Display? The options are almost limitless, but one emerges as the foundation: Search Engine Optimisation (SEO).

What is SEO?

Search engines list and position in order of quality every web page on the internet. This is referred to as indexing and ranking respectively. To do this, they need to meet certain criteria: sites that do so best will rank higher than those that don’t satisfy them well, or at all.

SEO is the critical art of ensuring those criteria are met in the most comprehensive way possible.

How do we use Search Engines?

81% of online shoppers conduct thorough research before making a large purchase, while 32% visit multiple online stores when looking to purchase something. It’s clear then that we use the internet to research, and search engines are often our first port of call.

The stats speak for themselves:

  • 93% of online journeys begin on a search engine
  • 38% of traffic for shopping sites is generated through Search
  • Google handles at least two trillion searches every year

Being visible through search is key to tapping into this interest, and the best way to do that is by viewing SEO as the foundation of what you do with your online marketing.

Why is SEO a foundation for your Digital Marketing?

With so much emphasis on search engines as a critical point of contact before and during the user’s engagement with your brand, SEO is the foundation of all digital marketing activity.

A strong SEO presence is an indication of authority and trust. When people see your site ranking highly, they deem it to be of high quality and therefore are more likely to visit it.

This makes all your marketing efforts much more reliable. Whether it’s paid media or social, by generating a significant platform on Search, businesses can show users that they are deemed to be of sufficient relevance and quality, and build a level of trust they may otherwise struggle for.

How can you form your foundation?

SEO is never complete. You can optimise and enhance, but search engine algorithms change and it’s on businesses to make sure they roll with those changes, updating their SEO to ensure they still rank highly.

Find out how Neon can help you develop or enhance your SEO strategy – get in touch today!

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Want to be at the top of the search ranks? How about a website that’ll give your audience a great experience? Or maybe you’re looking for a campaign that’ll drive more leads? Get in touch to find out how we can help.

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