SEO: What, how and when

Promot Digital Marketing explains SEO and its application


Navdeep Singh Mangat (with team PROMOT)

6/2/20243 min read

a scrabbled wooden block with the words SEO by Promot Digital Marketing
a scrabbled wooden block with the words SEO by Promot Digital Marketing

What is SEO and at which stage should it be implemented in a Digital journey of a business

Search Engine Optimisation (SEO) is a fundamental aspect of digital marketing that involves optimising a website to rank higher on search engine result pages (SERPs). This process helps drive organic traffic to your site, improving visibility and potentially increasing sales. But what exactly goes into SEO? Let's delve into the technical process, the key variables that search engines consider, and the best time for small and medium businesses (SMBs) to start their SEO journey.

The Technical Process Behind SEO

The technical process of SEO involves several steps and ongoing efforts to ensure that a website meets the criteria set by search engine algorithms. Here’s a breakdown of the primary components:

1. Keyword Research:

- Identifying the right keywords is crucial. These are the terms that potential customers are likely to use when searching for products or services like yours.

2. On-Page Optimization:

- This includes optimising meta tags, headers, and content with relevant keywords.

- Ensuring the website’s content is relevant, valuable, and informative.

3. Technical SEO:

- Improving the website’s architecture, including URL structure, site speed, mobile responsiveness, and secure connections (HTTPS).

- Ensuring search engine bots can crawl and index the site effectively.

4. Content Creation and Management:

- Regularly publishing high-quality content that answers users' questions and meets their needs.

- Using keywords naturally and strategically within the content.

5. Link Building:

- Acquiring high-quality backlinks from reputable websites to increase the site’s authority.

- Creating shareable content that naturally attracts links.

6. User Experience (UX) and Design:

- Ensuring the website is easy to navigate, aesthetically pleasing, and provides a positive user experience.

- Reducing bounce rates by making sure visitors find what they’re looking for quickly.

Variables That Search Engine Algorithms Consider

Search engine algorithms evaluate numerous factors to determine how a website should rank. Some of the key variables include:

- Content Quality and Relevance: How well the content answers search queries and its overall value.

- Keywords Usage: Strategic placement of relevant keywords in content, titles, and meta descriptions.

- Backlinks: Quality and quantity of backlinks pointing to the website.

- Page Load Speed: Faster loading times contribute to better rankings.

- Mobile-Friendliness: Ensuring the website is responsive and functions well on mobile devices.

- User Engagement: Metrics such as bounce rate, time spent on page, and click-through rates.

- Technical SEO: Proper use of sitemaps, robots.txt, and clean code.

- Domain Authority: Overall authority and credibility of the website.

How SERP Works

Search Engine Result Pages (SERPs) are the pages displayed by search engines in response to a user's query. SEO aims to place your website on the first page of these results, ideally in the top positions. The better optimised your site is, the higher it will rank, leading to increased visibility and traffic.

When Should a business start the SEO Process?

For SMBs, the best time to start SEO is after having a substantial amount of data about your website’s traffic. Typically, a period of 5-7 months is ideal for analysing website performance. This period allows businesses to understand their audience, identify strengths and weaknesses, and tailor their SEO strategy accordingly.

Importance of Having a Website for SEO

A website is essential for SEO. It serves as the foundation of your digital presence and allows you to implement various SEO strategies effectively. Additionally, a well-optimised website can boost social media engagement and enhance your listing on B2B or D2C platforms like Alibaba and Indiamart. Websites also help in providing a centralised location where all your digital marketing efforts converge.

Organic Approach to SEO

Organic SEO is the most sustainable and cost-effective approach. Unlike paid methods, which can drain resources without guaranteeing long-term results, organic SEO focuses on building a strong foundation that will yield returns over time.

Promot Digital Marketing's Philosophy

At Promot Digital Marketing, we believe in 'investing' in your digital presence rather than 'spending' on unnecessary products and services. An investment in SEO will always bring a healthy return on investment (RoI), whereas spending can often lead to wasted resources on services that aren't needed. Our approach involves collecting and analysing web traffic data to offer customised solutions that maximise productive services and minimise unproductive ones.

By focusing on organic growth and strategic investments, we help businesses build a robust digital presence that pays off in the long run. Remember, effective SEO is not an overnight process but a continuous investment in your business’s future success.