15 min read
Updated: August 29, 2022

SEO and Its Role in Digital Marketing

Businesses without a professional website forgo credibility. A distinct online presence offers more than marketing opportunities and customer acquisition. It's a brand's digital storefront for millions of potential customers across the globe. But, what's the point of having a website, or any marketing content for that matter, if it gets lost among millions of online web pages?

When searching for a product or service online, users seldom venture past the first page of search engine results, often clicking on one of the first five listed. This is where search engine optimization (SEO) comes in because it can significantly help websites rank higher in search engine results pages (SERPs), improving the online visibility and driving traffic (online users) to click on a website.

Climb the search engine ladder - rank higher on Google with SEO solutions guaranteed to work
Climb the search engine ladder – rank higher on Google with SEO solutions guaranteed to work

Book a Free Consultation


What is Search Engine Optimization?

Marketing software company MOZ best describes SEO as “the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (organic) search engine results.” With specialized software, marketers can determine what people are searching for online, the types of answers they seek, specific words used, and the types of content they consume.

On the simplest level, when a brand knows the answers to these questions, it can better connect to its target audience, i.e., consumers searching online for solutions offered by a product or service. Even though paid advertising and social media generate traffic to websites, the majority of online traffic still comes from major search engines like Bing and Google.

Search engines make massive profits from advertising. Their primary goal is to solve users’ queries as accurately as possible and keep consumers coming back. Therefore, they will consistently rank the most relevant, authoritative websites at the top. By integrating SEO in digital marketing strategies, businesses can improve their search engine rankings, gaining an advantage over their competitors.

What are the Benefits of SEO?

To stay competitive, brands constantly adjust their online presence to reach value, visibility, and availability goals. By far, the most efficient tool to help accomplish this remains search engine optimization.

Brand Awareness

When a web page reaches high visibility on the internet, the content helps more people and therefore continues to rank higher. With SEO, businesses gain greater notoriety while strengthening their position for search engine algorithms to improve their position in search results.

User Experience

An excellent technical SEO strategy properly executed delivers high-performance websites. Fast websites leave a better impression on search engines, improving visibility, generating more leads, and driving conversions. Plus, a technically sound website is easy to navigate and load quickly, keeping more visitors on for longer.

High ROI

SEO results take time yet deliver impressive ROI. The longer SEO websites and content are left online, the more they improve over time. Once web pages gain traction in search results, it becomes easier to rank for higher traffic and higher value keywords. The average ROI of eCommerce SEO services is roughly $2.75 for every $1 spent.

Here you can read more about SEO price.

Increased Leads and Sales

Together with keyword research, SEO targets specific audiences based on the search terms they’re using, which increases the chances of making a sale. By attracting the right consumers to your website with relevant keywords, you can increase your conversion rate, selling more products and services. A sound SEO strategy will continue to boost sales for months and years to come.

Online Visibility

By now, you have probably gathered just how much the practice of SEO is intertwined with search engine ranking factors, increased traffic, and thus visibility. On-page, off-page, and technical SEO all work together to bring organic search traffic from Google and other search engines to help businesses thrive online.

Want to speak with an expert?
Want to speak with an expert?
Call us at (312) 265-0580

What Makes SEO?

Many fresh and old businesses wonder: “how can I make my website SEO friendly?” The whole SEO package can be divided into three types of search engine optimization every business needs for a results-driven organic search strategy: on-page SEO, technical SEO, and off-page SEO. Developing an SEO strategy with these different categories in mind provides optimal results.

On-Page Optimization

On-page SEO relates to the content on your website and advertisements. It helps search engines understand what a web page is about, and when done well, ensures search engines rate the website as a valuable source of information users want to find.

This SEO technique includes:

  • Keyword research: Determining what your target audience is searching for so you know what phrases and words to include in website and content marketing copy.
  • Keyword optimization: Using the most suitable keywords in the right places, like website and blog headings, for example.

Read more about how does keyword research work.

Off-Page Optimization

Off-page SEO strengthens a business’s relationship with other websites to build a brand’s online reputation and authority. This is important because if two different websites rank equally on keywords, Google and other search engines will assess how reputable, reliable, and trusted the competing website are.

High-quality backlinks are crucial to off-page SEO. These are external links from a page of one website to another. For instance, if another website links to yours, you have a backlink from them. While all SEO strategies are long-term, off-page SEO is a degree more challenging to achieve, given that it requires cooperation from others. Most companies build these search engine trust signals through guest posting tactics and smart PR strategies.

Technical Optimization

Technical SEO falls into the realm of improving a site’s backend architecture, which is the structure and logic that makes a website work. This type of SEO improves a website’s technical readability, focussing on elements like site speed, security, mobile-friendliness, a search engine’s ability to crawl (read a website), and so forth, which all affect overall traffic and engagement rates.

A technically strong website prevents confusion caused by duplicate content. It won’t send users or search engines to non-working links and ensures a website’s code is optimized to help search engines crawl and interpret the content. When done well, technical optimization rewards websites with higher Google and ssl ranking.

Differenced Between SEO and PPC

The largest difference between SEO and Pay-per-click (PPC) advertising is that with PPC advertising, you pay for individuals to click on search engine ads designed to bring traffic to your website. In contrast, SEO entails creating content that attracts organic, non-paid traffic. Paid search engine ads appear at the top of Google search results pages, above organic web page listings influenced by SEO. Both SEO and PPC work best when strategically integrated into performance marketing digital strategy.

Learn more about PPC vs organic SEO.

What is The Role of SEO in Digital Marketing?

SEO is the cornerstone of every single digital marketing effort. It is almost pointless to commit to a digital marketing strategy if you’re not going to invest in an SEO strategy. Let’s say, for instance; you’re a used-car sales company. A user wants to find a second car, so he types this into Google.

If your car company doesn’t appear on the first page of search results, he won’t find you and will likely click on other top-ranking car companies and do business with them. This is why it’s so important to take SEO seriously. The more customers find you and get in touch, the greater your sales. In fact, 70% of online marketers say SEO is better than PPC for generating sales.

Learn how long does it take for SEO to start working.

SEO Tools to Use

Whether you have a law firm, retail, or SaaS company, you need website traffic. Thankfully, there are many digital marketing tools available to ensure you implement SEO best practices. Most marketers use a combination of the ones below for best results.

Google Search Console

Google Search Console is a free platform for anyone to monitor how Google views its website on its search engine. Not only does it measure SEO efforts in terms of traffic and keyword research, but it also sends messages when web crawlers can’t index a web page properly or if there are security risks detected on a website.

It’s worth mentioning Google has 92.47% of the search engine market share; therefore, investing and using Google software is a must, as most of your website’s organic traffic will come from it. Also, important to note is the difference between Google Search Console and Google Analytics. The former only suggests measures to improve organic SEO traffic coming from web searches, while the latter provides a complete picture of all traffic that comes through paid marketing campaigns, social media, search engines, and other online platforms.

Google Analytics

Google Analytics is an industry-defining tool that tracks all your content that receives views and shares, including paid ads. It helps businesses identify trends in how desktop and mobile visitors engage with websites and content. Features include data collection, analysis, monitoring, visualization, reporting, and integration with other online marketing applications.

With Google Analytics, you can see what devices your target audience uses and where they come from, which channels drive the most web traffic, keep track of marketing trends, and learn how users navigate your website. The valuable data provided by this software, from keywords to a website’s top referrals, help refine SEO.

Ahrefs, SEMrush, and AWR

These feature-rich software suites contain tools for competitor analysis, link building, site audits, campaign management, pay-per-click advertising, social media marketing, and keyword ranking analysis. All three tools are used by leading digital marketing agencies, so when it comes to choosing which is best for you, it really depends on a marketing team’s preferences.

Just be sure that whichever app you use, its SEO capabilities include keyword targeting, competition, and website analysis, as these will help you stay ahead of the completion. The software should also provide visualizations to assess success and failures clearly.


Moz is a reputable digital marketing tool that monitors and analyzes organic traffic performance and SEO health. It assesses inbound links, linking domains, domain authority, web page authority, and spam scores on search engines and social media sites.

Available for free with limited capabilities and a comprehensive paid version, Moz allows marketers to quickly analyze the performance and potential of a web page in search results, which it presents on a scale from 0 to 100. Using Moz with Ahrefs provides several valuable metrics for marketers to boost SEO results.

Get in touch to see how our SEO solutions can take your business to the next level
Get in touch to see how our SEO solutions can take your business to the next level

Talk to experts

Get in touch to see how our SEO solutions can take your business to the next level


All businesses benefit from SEO. While a brand can use many tactics to improve discoverability online, an excellent SEO strategy is number one! If you want to improve the search engine result of your website or learn how to use the right keywords, then why not chat with our SEO experts? Click here for a free consultation.

I hope you enjoy reading this blog post.

If you would like to discuss your project, reach out to our specialists.

discuss your project
About the Author
Stan Bogdashin
Stan co-founded Comrade Digital Marketing and serves as its marketing strategist and IT expert recruiter.
Share this article
Increasing Lead Flow

Ready to start your project?

Get in touch with us to discuss your specific objectives and the best, tailored-made strategy to reach and surpass them.
Contact US
Thank You For Your Interest!
One of our specialist will be in contact with you shortly.
Before you go, we would love to get additional information to help us better understand how we can serve you best. Please fill out this four question survey.