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What Is the Impact of SEO on Digital Marketing?

Anthony Williams By Anthony Williams 6 Min Read
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Nowadays, to say that SEO has become an integral part of digital marketing is not an overstatement. But what is the impact of SEO on your digital marketing efforts?

What’s SEO and how well is your website performing on search engines? Also known as search engine optimization, SEO is all about optimizing your website for certain keywords.

In other words, SEO is the process of enhancing the quality and amount of web traffic to a website via a search engine such as Bing or Google.

Impact of SEO on Digital Marketing

Today businesses are mainly advertising online, and this has made SEO even more important. However, most businesses find it hard to hire or train their existing employees on how to optimize their online activities.

Instead, you will find a company hiring a marketing and advertising agency to improve its ranking on search engines. Marketing agencies figure out strategies for a digital campaign.

Then, they build plans that are custom for every business they work with. It enables companies to move ahead of their counterparts and secure their share of the global audience.

Types of SEO Techniques Include

When optimizing a website, various SEO techniques can be used so that your company’s website can rank well on Google.

So what kind of SEO techniques do marketing firms use to promote your business? Below are the types of SEO techniques you should know about:

#1]. Technical SEO

Technical SEO comprises the non-content parts of your website. It involves techniques to improve your website’s foundation and framework. It enhances your website’s readability, making it easy for the search engine to understand your content.


Technical SEO also provides a top user experience, enabling search engines to recognize that your site is top quality. User experience is vital to web users, and it can affect the web traffic to your site either positively or negatively. The elements in technical SEO include:

  • User-friendliness
  • Site speed
  • Website security
  • Site organization
  • Site design

#2]. On-Page SEO

On-page SEO points to all the data on your website. It comprises strategies that can enhance a single page on a website.

These strategies enable search engines to figure out the theme of your content and determine if your website can be of value to web users. This kind of SEO includes:

  • Content creation: Creating high-quality content based on target keywords
  • Keyword study: Getting the top keywords to target on a page
  • Keyword optimization: Deploying the target keyword in all the ideal points

#2]. Off-Page SEO

Off-page SEO strategies help fortify the relationship that your website has with other websites. It comprises techniques to build a website’s authority and credibility.

These techniques enable the search engine to recognize that your website is a perfect search result because a trustworthy and consistent source has backed it.

A big part of off-site SEO is top-notch backlinks. These links point to your website from other relevant websites.

Improve your search engines visibility

#3]. White-Hat SEO

White-hat SEO points to all the enhancement strategies that resonate well will Google’s search engine policies. Although you need to be patient with the outcomes, white-hat SEO is viable, and it builds a good reputation around your brand.

#4]. Black-Hat SEO

Black-hat SEO is the exact vice versa of what white-hat SEO is. It exploits any weaknesses in a search engine’s algorithm so that it can be ranked at the top of SERPs.

SEE ALSO: 4 Main Differences Between Whitehat and Blackhat SEO

Black-hat SEO does not adhere to Google’s search engine policies. Instead, it uses spam links, crawlers, cloaking, and keyword stuffing to enhance any website it’s deployed in.

#5]. Negative SEO

Among all the various kinds of SEO, negative SEO is by far the most unethical. It’s deployed to inflict damage on a competitor’s search rankings so that you can replace them and ride on their genuine goodwill.


Negative SEO strategies include hacking into a competitor’s site and creating many low-quality links. Also, it could include posting negative reviews on public forums about the website.

Negative SEO is by no means suggested because it can lead to legal action if you are caught in the act.

Final Thought

To sum it all up, for your SEO strategy to work, it can’t be based on a single group of ranking factors. Instead, it needs to incorporate various kinds of SEO that will work together to have a good chance of being ranked top on Google searches.



What Is the Impact of SEO on Digital Marketing?
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Tony is a blogger, content creator, SEO marketer, and internet entrepreneur. He writes articles on various topics. Follow him on Twitter.
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