SEO In Today’s Digital Marketing

The realm of digital marketing specifically organic search has exploded since the turn of the century. Advertising and promoting your website online isn’t a choice any more. It’s a necessity.

Google, the search engine goliath, separated itself from its competition in the early days of search by prioritizing the way websites are displayed on SERPs (Search Engine Result Pages). Fast forward to today - Google owns over 90% of the search market and makes most of its money through search (paid and organic).

Below is a graph explaining the value of organic search in relation to paid search (PPC) in terms of clicks for the time period outlined below.



There are numerous third party websites that support the data the SEO is as important as ever and will continue to be as long as search engines exist. Aside from search engine’s themselves, Moz is perhaps the leader in providing industry news, latest trends and learnings about SEO.

SEO Defined

Search Engine Optimization, natural search or organic search (however you want to phrase it) is the practice of making your site more visible among the top search engines, like Google, Bing and Yahoo. Improving your website’s SEO helps drive web traffic as well as site conversion, the two most important criteria for success.

Traffic is simply the amount of people visiting your site. Conversions are actions taken on your site that can lead to revenue. Generating traffic to your website is trickier than you might think. Because the key is to generate quality traffic from organic search, attracting prospects who are actively seeking your service or products.  


Considerations For Constructing Your SEO Campaign

Audience and Customer Journey

Just like any advertising campaign, before you can begin to drive quality traffic to your website you have to identify your target audience. Once you know the basic demographics, it’s critical to consider their journey to your website:

Your prospect types “basketball shoes” as a query. He is expecting to see basketball shoes available for purchase, and maybe some articles about a given shoe. He clicks on the first organic link because it sounds like it fits his query search. From here he goes to a landing page detailing all the basketball shoes the company has to offer. He is now at the top of the funnel of the user journey. It’s important to continue to track his behavior on the site, which hopefully takes him through the funnel, resulting in a sale or conversion.

Local SEO

Establishing an organic local presence will put your website in Google Maps. It will also appear more in a mobile search since mobile searchers tend to be more location based. A Google My Business account including NAP (name, address and phone number) of your business, will help get the most out of Local SEO. Depending on your business type, different features such as product reviews or marking up price quotes can play a big role in local rankings. The goal of organic search when playing the local game is to have your local listing(s) optimized and consistent with best practices.


The Benefits of SEO

SEO requires a combination of technical skills, creative skills, and vigilance, and can have a lasting effect on any online marketing effort.

•         Relatively low cost with high impact. Can be a perfect substitute for paid advertising as it is much cheaper with infinite potential.

·         Frequently updated content will keep your website engaged with users.

·         Increased profitability coming in the form of more website traffic. A higher CTR and Lower bounce rates.

·         Complement multiple dimensions of your marketing effort like an increase in brand awareness and direct.


How We Can Help

Running a successful SEO program requires attention to detail and relentless optimization. Eicoff can monitor your rankings and research keywords to help your site get more qualified traffic from organic search. We can address technical issues that could be deterring web crawlers from accurately crawling your site or marking you down. Let us help take your SEO marketing to the next level.