What is SEO Marketing? | ITProPortal



What is SEO Marketing?

SEO (Search Engine Optimization) Marketing is an inbound digital marketing strategy that aims to drive organic (unpaid) search traffic to your website by improving its visibility in the SERPs (Search Engine Results Pages) . The best website builders come with SEO features built in to make this process easier.

What is SEO marketing for?

SEO marketing helps businesses rank higher on search engines like Google for their target keywords, the words and phrases that their target customers type into search engines. This, in turn, can help drive more qualified traffic to your website and generate new leads for your business.

There are several branches of SEO marketing, including:

  • SEO on the page. This involves optimizing the content of your web pages around target keywords and relevant ranking factors. For example, this may involve ensuring that the content is properly formatted, with header tags, alt text, and appropriate internal / external links.
  • Off-page SEO. It involves actions taken outside of your website to improve your domain authority and organic ranking positions, such as backlink building and social media marketing.
  • Technical referencing. This involves optimizing the backend of your website to meet the technical requirements of search engines like Google. For example, this may involve taking steps to reduce page load times by reducing code or implementing redirects to maintain link fairness.
  • Keyword research. All good SEO marketing strategies start with careful keyword research. Keyword research is all about finding viable high-volume queries that your target customers are looking for using tools like Google Adwords and then validating them.

How Departments Can Use SEO Marketing

SEO is primarily the responsibility of the marketing department. However, in some cases your marketing team may also need a little input from people in your IT and business departments.

People collaborating in an office

SEO marketing is the responsibility of the marketing department, but inter-department collaboration may also be required (Image credit: Fouxels on Unsplash)

The marketing department will take care of most of the SEO-related tasks. They will be responsible for setting up your SEO strategy, researching keywords, creating SEO content, and implementing technical off-page, on-page, and technical SEO.

Often times, large companies will devote a portion of their marketing budget specifically to SEO and may even employ a team of dedicated SEO marketers. This team can be made up of different roles, including content strategists, outreach specialists, and content writers.

Some companies choose to outsource their SEO campaigns to third-party service providers rather than managing them in-house.

SEO also involves making sure that your website is well optimized behind the scenes. Your site code, XML sitemaps, and the hosting server all impact SEO, and they’re all the responsibility of your IT department.

For example, if your servers are too slow, it can impact your page load speed (an important SEO ranking factor). Your IT team is responsible for taking care of the backend of your website and making sure that stuff doesn’t become a problem.

The leads you generate through SEO will ultimately end up with your sales department. They’re responsible for nurturing the leads you generate through inbound marketing and guiding them through your sales funnel.

So, you might want to ask your sales team for their input when developing an SEO marketing strategy. For example, they can help you check keyword priorities and select the ones that generate the most qualified traffic.

Features and Benefits of SEO Marketing

How Much Does SEO Marketing Cost?

tablet displaying SEO analytics

There is no one-size-fits-all cost for SEO marketing – you will need to calculate your own costs based on your needs and goals. (Image credit: Getty)

It is difficult to determine exactly how much SEO marketing costs, as it depends on many factors including the size of your campaign, your marketing goals, and the keywords you hope to rank for.

Third-party SEO service providers usually offer different different SEO packages that are independently priced. For example, they can offer SEO audits, local SEO services, keyword research services, backlink building services, etc.

You will usually need to contact the SEO service provider to request a custom quote based on your needs, but some companies also offer fixed packages for a fixed price. These packages can include things like page optimization, keyword research, XML sitemaps creation and submission, reporting, and content creation.

Depending on what’s included, plans can start from $ 500 per month at the bottom of the scale up to $ 5,000 per month or more at the top of the market.

One of the main SEO services that businesses choose to outsource is backlink building. Some backlink service providers charge as little as $ 50 per high authority backlink, while others will charge $ 500 or more. Beware of cheap backlinks as they can come from the wrong domains which can give you Google penalties and hurt your rankings.

If you prefer to take care of SEO in-house, you’ll probably want to allocate between 10% and 50% of your total digital marketing budget for SEO. To hire an SEO specialist, expect to pay over $ 30,000 to $ 40,000 per year.

Many solopreneurs choose to take care of SEO on their own. In this case, the only cost involved is your time.

SEO Marketing FAQs

Here are the answers to some of the most frequently asked questions about SEO marketing.

How is SEO used in marketing?

SEO is used as a long term inbound marketing strategy. Marketers use it to make their target website pages more visible in search engine result pages, thereby increasing organic search traffic to the domain.

Typically, this involves optimizing the website and pages around Google ranking factors, such as:

  • Alignment with search intent. Google’s RankBrain helps it understand the context and intent behind users’ search queries. Content that matches this intention has the best chance of ranking.
  • Back links. The more relevant, authoritative, and natural backlinks you have from different referral domains, the better.
  • Essential elements of the web. This is a set of metrics that measure page experience by looking at things like how quickly your website content loads and how jittery it is.

Google Search Console Dashboard

It may take months to start seeing results from your SEO marketing campaigns. You can track your performance over time using analytics tools (Image credit: Stephen Phillips on Unsplash)

What is SEO marketing and how does it work?

Search engines like Google use complex algorithms to determine in which order to rank website pages for different search queries. The goal of the search engine is to rank the most relevant responses that best match the search intent, from the most trusted sources, to the top of the page.

To achieve this, every time a user makes a search query, the algorithm goes through all the pages in the search engine’s database and selects the ones that are the most relevant, trustworthy, and authoritative. It does this by looking at various ranking factors.

The job of SEO marketers is to optimize your website and content around these ranking factors so that the algorithm pushes your pages to the top.

What does SEO mean in marketing?

SEO stands for search engine optimization. It should not be confused with SEM (search engine marketing), which only focuses on paid search traffic.

What exactly is SEO?

An example of SEO would be modifying existing content on one of your website pages in order to optimize it around a specific keyword. For example, you can add the target keyword to the title, first subtitle, and meta description, or you can change the URL structure to include your main keyword.

Another example of SEO would be posting guests to industry relevant blogs to build backlinks and improve your domain authority.

An example of SEO would be modifying existing content on one of your website pages in order to optimize it around a specific keyword. For example, you can add the target keyword to the title, first subtitle, and meta description, or you can change the URL structure to include your main keyword.

Another example of SEO would be posting guests to industry relevant blogs to build backlinks and improve your domain authority.

Main takeaways

  • SEO Marketing is a profitable digital marketing channel that can help you drive tons of website visits by increasing your organic visibility in SERPs.
  • In addition to lead generation, SEO marketing can help build brand awareness and support your paid advertising campaigns.
  • SEO marketing is a broad discipline that encompasses many different practices including on-page SEO, off-page SEO, content creation, keyword research, and more.
  • SEO is the responsibility of the marketing department, but sometimes it can also require input from your IT and sales departments.
  • SEO marketing is a complex discipline with many moving parts. Many companies choose to outsource it to SEO specialists with costs ranging from $ 500 to over $ 5,000 per month.

Further reading

You want to know more ? Find out why many companies are still forget the importance of SEO and discover other ways to increase traffic to your website.

If you’re looking for a web host that won’t disappoint you when it comes to SEO, check out our roundup of best web hosting companies.


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