What is SEO Marketing and How to Do It?

Let’s talk about the not-so-secret weapon that can skyrocket your website to the top of Google’s search results: SEO marketing. If you’re wondering what SEO even means and how to harness its power, you’re in the right place. SEO marketing is all about optimizing your website to rank higher in search engines like Google and bringing in more organic traffic (a.k.a. free visitors).

Table Of Contents:

What is SEO Marketing?

SEO marketing, or search engine optimization marketing, is the process of optimizing a website to improve its visibility and ranking on search engine results pages (SERPs) for relevant keywords and phrases. The goal is to attract more organic (non-paid) traffic to the website from search engines like Google, Bing, and Yahoo.

At its core, SEO marketing is about understanding what your target audience is searching for online and then creating content that answers their questions and solves their problems. It’s a long-term strategy that requires patience, persistence, and a deep understanding of how search engines work.

Importance of SEO Marketing

SEO marketing is important because it helps businesses increase their online visibility, attract more qualified traffic to their websites, and ultimately drive more leads, sales, and revenue. With the majority of online experiences beginning with a search engine, having a strong SEO presence is crucial for staying competitive in today’s digital landscape.

Benefits of SEO Marketing

Some key benefits of SEO marketing include:

  1. Increased organic traffic: By ranking higher on search engine results pages, websites can attract more clicks and visits from users searching for relevant keywords.
  2. Cost-effectiveness: Unlike paid advertising, SEO provides long-term results without ongoing costs. Once a website ranks well, it can continue to drive traffic for an extended period.
  3. Improved user experience: SEO best practices often align with providing a better user experience, such as faster load times, mobile-friendliness, and easy navigation.
  4. Enhanced credibility and trust: Websites that rank well on search engines are often perceived as more credible and trustworthy by users.

How Does SEO Work?

SEO works by optimizing a website’s content, structure, and overall online presence to improve its visibility and ranking on search engine results pages. This involves a combination of on-page optimization, off-page optimization, and technical SEO factors.

Search Engine Crawling and Indexing

Search engines use automated programs called crawlers or spiders to discover and index web pages. These crawlers follow links from one page to another, analyzing the content and adding it to the search engine’s index. This index is then used to determine which pages to display in search results when a user enters a query.

On-Page Optimization

On-page optimization involves optimizing individual web pages to rank higher and earn more relevant traffic. This includes optimizing elements such as title tags, meta descriptions, header tags, content, and internal linking. By making these elements more relevant and user-friendly, websites can improve their search engine rankings and attract more targeted traffic.

Off-Page Optimization

Off-page optimization refers to activities that take place outside of a website to improve its search engine rankings. The most important off-page factor is backlinks, which are links from other websites pointing to a specific web page. Search engines view backlinks as “votes of confidence” and use them as a ranking signal. Other off-page factors include social media engagement and brand mentions.

Technical SEO

Technical SEO focuses on optimizing the technical aspects of a website to improve its search engine rankings. This includes factors such as site speed, mobile-friendliness, crawlability, indexability, and site architecture. By ensuring that a website is technically sound and easy for search engines to crawl and index, businesses can improve their SEO performance.

Keyword Research for SEO

Keyword research is the foundation of any successful SEO strategy. It involves identifying the terms and phrases that your target audience is using to search for products, services, or information related to your business. To identify relevant keywords, start by brainstorming a list of topics and terms related to your business. Then, use keyword research tools to expand your list and gather data on search volume, competition, and relevance.

Keyword Research Tools

Some popular keyword research tools include:

  • Google Keyword Planner
  • SEMrush
  • Ahrefs
  • Moz Keyword Explorer

Keyword Intent

When selecting keywords, it’s important to consider the intent behind the search query. There are four main types of keyword intent:

  1. Informational: The user is looking for information or answers to a question.
  2. Navigational: The user is trying to find a specific website or web page.
  3. Commercial: The user is researching a product or service before making a purchase.
  4. Transactional: The user is ready to make a purchase or complete an action.

Incorporating Keywords

Once you’ve identified your target keywords, incorporate them naturally into your website’s content, including:

  • Title tags and meta descriptions
  • Header tags (H1, H2, etc.)
  • Body content
  • Image alt text
  • URLs

On-Page SEO Techniques

On-page SEO involves optimizing individual web pages to rank higher and earn more relevant traffic from search engines. Here are some key on-page SEO techniques:

Optimizing Title Tags and Meta Descriptions

Title tags and meta descriptions are HTML elements that provide a brief summary of a web page’s content. They appear in search engine results pages and can influence click-through rates. To optimize them:

  • Include relevant keywords
  • Keep them concise (50-60 characters for titles, 150-160 characters for descriptions)
  • Make them compelling and descriptive
  • Ensure each page has a unique title tag and meta description

Using Header Tags Effectively

Header tags (H1, H2, H3, etc.) are used to structure the content on a web page and signal its hierarchy to search engines. To use them effectively:

  • Use only one H1 tag per page, which should include the main keyword
  • Use H2-H6 tags to break content into sections and subsections
  • Include relevant keywords in header tags when appropriate
  • Ensure header tags follow a logical hierarchy

Creating High-Quality Content

Creating high-quality, informative, and engaging content is essential for SEO success. Search engines prioritize content that provides value to users and answers their search queries. When creating content:

  • Focus on topics relevant to your target audience
  • Provide in-depth, well-researched information
  • Use a clear and easy-to-read structure
  • Include relevant keywords naturally throughout the content
  • Optimize for featured snippets by using question-based subheadings and concise answers

Internal Linking

Internal linking refers to the practice of linking one page on a website to another page on the same website. This helps search engines understand the structure and hierarchy of a site, and can also help distribute link equity (ranking power) throughout the site. When using internal links:

  • Use descriptive anchor text that includes relevant keywords
  • Link to pages that are relevant to the content of the source page
  • Ensure important pages are well-linked from other pages on the site
  • Avoid using too many internal links on a single page

Off-Page SEO Strategies

Off-page SEO refers to the activities and strategies that take place outside of a website to improve its search engine rankings. Here are some key off-page SEO strategies:

Backlinks are one of the most important ranking factors in SEO. They act as “votes of confidence” from other websites, signaling to search engines that a website’s content is valuable and trustworthy. Websites with a high number of high-quality backlinks tend to rank better in search results. However, it’s important to focus on earning backlinks naturally by creating valuable content that other websites want to link to, rather than engaging in manipulative link schemes.

Link Building Techniques

There are several link building techniques that can help websites earn high-quality backlinks:

  • Content creation: Creating informative, engaging, and shareable content that naturally attracts links from other websites.
  • Guest posting: Writing articles for other relevant websites in your industry, which include a link back to your own site.
  • Broken link building: Identifying broken links on other websites and suggesting your own content as a replacement.
  • Unlinked brand mentions: Monitoring the web for mentions of your brand or products, and reaching out to request a link.
  • Influencer outreach: Collaborating with influencers in your industry to create content or earn links.

Guest Posting

Guest posting involves writing articles for other websites in your industry, with the goal of earning a backlink to your own site. When guest posting:

  • Target high-quality, relevant websites in your niche
  • Create valuable, informative content that aligns with the host website’s audience
  • Include a natural, relevant link back to your website within the content or author bio
  • Follow the host website’s guidelines and submission process

Broken Link Building

Broken link building is a tactic that involves identifying broken links (links that no longer work) on other websites, and suggesting your own content as a replacement. To do this:

  1. Use tools like Ahrefs or Check My Links to find broken links on relevant websites
  2. Create content that would be a suitable replacement for the broken link
  3. Reach out to the website owner, inform them of the broken link, and suggest your content as a replacement
  4. If they agree, they will replace the broken link with a link to your content

Key Takeaway: 


SEO marketing is all about making your site more visible on search engines. It’s a mix of creating top-notch content, using smart keywords, and getting other sites to link back to yours. Remember, it’s not just about traffic but attracting the right visitors who are genuinely interested in what you have to offer.


Technical SEO Considerations

Technical SEO is the foundation that your entire SEO strategy is built on. It’s like the frame of a house – if it’s not solid, everything else will crumble.

Improving site speed and performance

I can’t stress this enough: site speed matters. A lot. Google has made it clear that they prioritize fast-loading sites in their search rankings. Plus, users have no patience for slow sites. If your page takes more than a few seconds to load, people will bounce. So how do you improve your site speed? Here are a few key tactics:

• Optimize your images by compressing them and using the right file format

• Minimize HTTP requests by combining files like CSS and JavaScript

• Use browser caching to reduce server load

• Consider a content delivery network (CDN) to serve content faster

Optimizing for mobile devices

Mobile optimization is non-negotiable these days. Over half of all web traffic comes from mobile devices, and Google now uses mobile-first indexing. That means they primarily use the mobile version of your site for indexing and ranking. If your site isn’t optimized for mobile, you’re sabotaging your SEO efforts. A few key elements of mobile optimization:

• Responsive design that adapts to any screen size

• Easy-to-read content

• Mobile-friendly navigation and buttons

• Fast load times on mobile networks

Submitting XML sitemaps

An XML sitemap is like a roadmap of your website that helps search engines find, crawl, and index all your pages. It’s an important part of technical SEO. Some key things to include in your sitemap:

• All important pages, but exclude low-quality or duplicate content

• Additional info like last updated date or priority for each page

• Images, videos, and other assets

Once you’ve created your sitemap, submit it to Google Search Console and Bing Webmaster Tools. And keep it updated as your site changes.

Implementing structured data

Structured data is code that you can add to your site to help search engines better understand your content. It’s like a label that says “this is a product” or “this is a recipe.” When you use structured data, you can unlock rich results in the search results, like review stars, product info, and more. This can give you more visibility and clicks. Some popular structured data formats are:

• Schema.org


• Microdata

Google’s Structured Data Testing Tool is a great resource for testing and validating your structured data.

Measuring and Tracking SEO Success

“If you can’t measure it, you can’t improve it.” That’s my SEO motto. Tracking your progress is essential for knowing what’s working and what’s not in your SEO strategy.

Key SEO performance indicators

So what metrics should you be tracking? Here are some of the most important SEO KPIs:

• Organic traffic – the number of visitors coming to your site from organic search

• Keyword rankings – where you rank in the search results for your target keywords

• Click-through rate (CTR) – the percentage of searchers who click on your result

• Bounce rate – the percentage of visitors who leave after just one page

• Conversion rate – the percentage who take a desired action, like filling out a form

Tools like Google Analytics and Google Search Console are your best friends for tracking these metrics.

Monitoring search rankings

Knowing where you rank for your target keywords is crucial. But manually checking your rankings is tedious and time-consuming. That’s where rank tracking tools come in. Some of my favorites are:

• SEMrush

• Ahrefs

• Moz Pro

These tools automatically track your rankings over time and alert you to any changes. They can also help you discover new keyword opportunities.

Analyzing organic traffic

Organic traffic is the lifeblood of SEO. If you’re not getting more organic visitors over time, something’s not working. Google Analytics is the go-to tool for analyzing your organic traffic. Some key reports to look at:

• Channels report to see how much traffic is coming from organic search

• Landing pages report to see which pages are getting the most organic traffic

• Geographical report to see where your organic visitors are coming from

Look for patterns and trends in your organic traffic. Is it going up or down? Which pages and keywords are driving the most traffic? Use these insights to optimize further.

Measuring conversion rates

Traffic is great, but conversions are what really matter for your business. You need to track how many of your organic visitors are taking desired actions. First, set up goals in Google Analytics. These might be contact form submissions, email signups, or purchases. Then, create a custom report or use the Conversions > Goals reports to see how your organic traffic is converting. Look at your conversion rates and total conversions from organic search. Are they improving over time? Which pages and keywords have the highest conversion rates? Use this data to focus on the keywords and pages that are driving the most conversions, not just the most traffic.

Common SEO Mistakes to Avoid

I’ve seen a lot of SEO horror stories over the years. Companies tanking their rankings with shady tactics or simple oversights. Don’t let that be you. Here are some of the most common SEO mistakes I see:

Keyword stuffing and over-optimization

Back in the early days of SEO, it was all about cramming in as many keywords as possible. But those days are long gone. Now, keyword stuffing and over-optimization can actually hurt your rankings. Google’s algorithms are smart enough to recognize unnatural keyword use. Focus on using keywords naturally and strategically. Don’t force them where they don’t belong. Aim for a keyword density of 1-2% and use variations.

Duplicate content issues

Duplicate content is a silent killer for SEO. When you have multiple pages with the same or very similar content, search engines don’t know which one to rank. Some common causes of duplicate content are:

• HTTP vs. HTTPS versions of a page

• WWW vs. non-WWW pages

• Printable versions of pages

• Category and tag pages for blogs

Use 301 redirects, canonical tags, and parameter handling to fix duplicate content issues. And always strive to create unique, valuable content.

Neglecting mobile optimization

I already covered this above, but it bears repeating. Neglecting mobile optimization is one of the worst SEO mistakes you can make. It amazes me how many websites still aren’t mobile-friendly in 2023. With mobile-first indexing, you’re essentially invisible to Google if your site doesn’t work well on mobile. Use responsive design, optimize for mobile page speed, and make sure your content is easy to read and navigate on a small screen.

Ignoring user experience

SEO isn’t just about pleasing search engines. It’s also about providing a great user experience. If your site is hard to navigate, slow to load, or stuffed with ads, users will bounce. And Google takes note of user signals like bounce rate and time on page. Some key elements of good user experience for SEO:

• Fast load times

• Easy navigation

• Clear, concise content

• Responsive design

• Minimal ads and pop-ups

Always put yourself in your users’ shoes. Would you want to stay on your site? If not, make changes.

SEO Best Practices and Tips

I could talk about SEO best practices all day. But I’ll keep it to some of the most important and impactful ones.

Following search engine guidelines

First and foremost, always play by the rules. Google and other search engines have clear guidelines for what they consider acceptable SEO. Some key things to avoid:

• Cloaking or sneaky redirects

• Hidden text or links

• Automatically generated content

• Participating in link schemes

• Creating pages with malicious behavior, like phishing or installing viruses

When in doubt, ask yourself if a tactic feels deceptive or manipulative. If so, it’s probably against the guidelines.

Focusing on user experience

I’ve said it before, but I’ll say it again. User experience is crucial for SEO. Google wants to rank sites that provide the best possible experience for searchers. That means fast, easy-to-use, and valuable. Some tips for improving user experience:

• Use clear, descriptive titles and headings

• Break up text with images, videos, and formatting

• Make your content easy to scan with short paragraphs and bullet points

• Optimize for fast loading on all devices

• Provide internal links to related content

Regularly updating content

Fresh, updated content is like catnip for search engines. They love to see that your site is active and providing current information. Some ways to keep your content fresh:

• Update old blog posts with new information and stats

• Add new sections or pages to your site

• Create new blog posts, articles, or videos on a regular basis

• Refresh your homepage and key landing pages

An editorial calendar can help you plan and stick to a regular content schedule. Aim for at least one new or updated piece of content per week.

Staying up-to-date with SEO trends

SEO is always changing. What worked last year might not work this year. It’s crucial to stay on top of the latest trends and algorithm updates. Some ways to stay informed:

• Follow SEO blogs and publications like Search Engine Journal and Moz

• Attend SEO conferences or webinars

• Join SEO groups and forums

• Experiment with new tactics and measure the results

But be wary of shiny new tactics that promise instant results. Stick to the fundamentals and proven best practices. The key to SEO success is consistency and persistence. Keep learning, keep optimizing, and keep providing value to your users. The rankings and traffic will follow.

Key Takeaway: 


SEO is like building a house; start with a solid technical foundation. Speed up your site, make it mobile-friendly, and submit an XML sitemap for better indexing. Don’t forget to add structured data for richer search results. Track key metrics with tools like Google Analytics to measure success. Avoid common pitfalls like keyword stuffing and neglecting mobile optimization. Focus on providing the best user experience and staying updated with SEO trends.


FAQs in Relation to What is Seo Marketing and How to Do It?

How do I start SEO marketing?

Dive in by researching keywords. Next, optimize your site’s content and structure for search engines. Finally, build quality backlinks.

What is SEO and how to do it?

SEO boosts your website’s visibility on search engines through keyword optimization, quality content, and link building strategies.

How do marketers do SEO?

Marketers focus on understanding audience searches, creating optimized content for these queries, and ensuring websites are technically sound for crawlers.

Can I do my own SEO?

Absolutely. Start with basic keyword research and on-page optimizations like title tags. Use online guides to gradually tackle more complex tasks.


So, there you have it – the lowdown on what SEO marketing is and how to make it work for you. It’s not rocket science, but it does take some know-how and elbow grease. Remember, SEO is a long-term game. It’s about consistently creating killer content, building quality backlinks, and making sure your website is technically sound. It’s not a one-and-done deal, but the payoff is so worth it.

When you nail your SEO marketing strategy, you’ll watch your website climb those search rankings like a boss. More visibility, more traffic, more leads, more sales – it’s all within reach.

So roll up your sleeves, dive in, and start putting these SEO tips into action. With a little patience and persistence, you’ll be dominating those search results in no time.

Are you ready to skyrocket your SEO success online? Book a call and learn how Cazbah can help today.