More and more, the use of SEO is becoming important for the overall success of digital marketing. And we would get a very good idea if we carefully watch the changing paradigm of SEO over years. In mid 90’s when very first SEO came into picture, manual submission, the Meta keywords tag, and keyword stuffing were all usual techniques necessary to rank well in the SERP. Then in 2004, for getting web traffic, anchor text associated link bombing, link buying from automated blog comment spam injectors, and creation of inter-linking websites took place. Then in 2011, the social media marketing and vertical search inclusion became the mainstream methods of conducting SEO. The search engine algorithms get updated time after time for the sake of bringing traffic. The tactics used in 2004 are all outdated now as the new call is something else.
SEO stands for Search Engine Optimization, and it describes the logic behind the ranking of websites when you perform a search on a particular search engine. SEO might feel difficult at start, but gradually it will become fun and easy to implement. We'll go through an overview of Search Engine Optimization, how it works and what areas you need to focus on.
A content marketer, for example, can create a series of blog posts that serve to generate leads from a new ebook the business recently created. The company's social media marketer might then help promote these blog posts through paid and organic posts on the business's social media accounts. Perhaps the email marketer creates an email campaign to send those who download the ebook more information on the company. We'll talk more about these specific digital marketers in a minute.

The easier it is to find and repurpose approved content (especially when it’s highly technical) for distribution to multiple digital channels, the better you can meet customer needs and stick to a single core message in every language. SCIEX is an example of a company that simplified, collaborated on and repurposed content, standing out as a rock star by creating a highly successful integrated digital marketing solution.
Apparently, it seemed there is no such difference between SEO and digital marketing approaches; both execute the same functions and possess the same skills. Only for marketing needs, different titles are resorted. To understand this, we need to pay a thorough look on these concepts. The below figure will clearly show how SEO is based as a subset of digital marketing.
On the other hand, marketers who employ digital inbound tactics use online content to attract their target customers onto their websites by providing assets that are helpful to them. One of the simplest yet most powerful inbound digital marketing assets is a blog, which allows your website to capitalize on the terms which your ideal customers are searching for.

In our business, we find that higher-funnel activities like content marketing work best for us in contrast to ads. As an example, we have a piece of content that details 30 small business SEO tips. This generates some good exposure and leads for us. Whereas, if we run search ads, we will get leads, but we are often in competition with other agencies. It also tends to come down to price, and while we are not expensive, there is always someone cheaper.
With offline marketing, it's very difficult to tell how people are interacting with your brand before they have an interaction with a salesperson or make a purchase. With digital marketing, you can identify trends and patterns in people's behavior before they've reached the final stage in their buyer's journey, meaning you can make more informed decisions about how to attract them to your website right at the top of the marketing funnel.

This refers to the digital assets that your brand or company owns -- whether that's your website, social media profiles, blog content, or imagery, owned channels are the things your business has complete control over. This can include some off-site content that you own, but isn't hosted on your website, like a blog that you publish on Medium, for example.

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