Are you at the start to implement SEO digital marketing? SEO can help drive traffic to your website and get you higher rankings. What is SEO marketing? You must know everything about SEO digital marketing. Here is everything you need to understand.

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Defining Search Engine Optimization (SEO)

(Source: NisonCo)

What is SEO in digital marketing pdf? SEO stands for search engine optimization, which is a set of practices designed to improve the appearance and positioning of web pages in organic search results. 

Because organic search is the most prominent way for people to discover and access online content. The importance of SEO in digital marketing for improving the quality and quantity of traffic to your website. The higher the website is listed, the more people will see it.

Good SEO involves many different activities, such as:

  • Identifying relevant keywords with good search traffic potential
  • Creating high-quality, useful content and optimizing it for search engines and for users
  • Including relevant links from high-quality sites
  • Measuring the results

It’s very important to know SEO meaning in business. Three types of SEO in digital marketing are on page SEO, off page SEO, and Technical SEO.

Differences Between Paid And Organic Search

From the outset, it’s important that you understand the differences between the organic, natural search synonymous with SEO and paid search. There are five key differences:


The first difference is that paid search results appear at the top of search engine results pages, and organic results appear beneath them.

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Another key difference between paid and organic search is time. With paid search, you get near instant results, sometimes in minutes; whereas, with organic search, results take more time – often weeks, months, and even years. So you have to play the medium to long-term game with organic search.


When it comes to paying, well, as the name suggests, with paid search traffic is paid. You pay-per-click (PPC) on a cost-per-click (CPC) basis. What that means is, you pay a fee every time a user clicks on your ad. 

So instead of relying on organic traffic to your website, you buy traffic for your page by paying Google to show your ad when your visitor does a search for your keyword. For organic search, traffic is free, although it does require an investment of both resources and time.

Read Also: The Benefit Of Using Pay Per Click (PPC) Advertising


In terms of the return on investment or ROI, it’s actually much easier to measure with paid search. That’s partly because Google provides more keyword data that you can capture and track PPC in Google Analytics. However, with paid search, ROI can stagnate or decline over time. With organic search, ROI is a little bit harder to measure, but it often improves over time. Over the long term, organic search can offer a very good return on investment.

Read Also: What is PPC Return on Investment and How to Calculate It

Share of Traffic

When it comes to the share of traffic, roughly 20% to 30% of searchers click on paid results, and 70% to 80% of searchers click on SEO results. So the lion’s share of clicks are actually on the organic results.

Similarities Between Paid And Organic Search

After knowing SEO full form in digital marketing and its differences, there are also similarities between paid and organic search, such as:

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Keyword Research

You use a search engine for both paid and organic search, and both require a user to enter a keyword. So you need to do keyword research for organic search and paid search.

Landing Pages

Both types of search require you to create landing pages. For SEO, the landing page needs to be connected to your website. For paid search, it can be the exact same landing page you use for organic, or it can be a completely separate stand-alone page that sits off your website.


Generating traffic is a major goal of both paid and organic search. Most importantly, both paid and organic search traffic includes user intent. That is, someone is asking Google a question or searching for information – they are in an active mindset and as a result they are more likely to take action once they find this information.

The Three Pillars Of SEO

As a digital marketer, knowing how to get your brand, website, or company found by searchers is a core skill. You can take an SEO digital marketing course and understand how SEO works. SEO can break into three pillars that is:

Technical Optimization

Technical Optimization is the process of completing activities on your site that are designed to improve SEO but are not related to content. It often happens behind the scenes.

On-Page Optimization

On-Page Optimization is the process of ensuring the content on your site is relevant and provides a great user experience. It includes targeting the right keywords within your content and can be done through a content management system. Common examples of content management systems include WordPress, Wix, Drupal, Joomla, Magento, Shopify, and Expression Engine.

Off-Page Optimization

Off Page Optimization is the process of enhancing your site’s search engine rankings through activities outside of the site. This is largely driven by backlinks, which help to build the site’s reputation.

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SEO stands for search engine optimization, which is a set of practices designed to improve the appearance and positioning of web pages in organic search results. There are three types of SEO in digital marketing. They are on page SEO, off page SEO, and Technical SEO.

Good SEO involves many different activities, such as identifying relevant keywords with good search traffic potential, creating high-quality, useful content and optimizing it for search engines and for users, including relevant links from high-quality sites, and measuring the results. 

There are the differences between paid and organic SEO. It differs in its position, time, payment, ROI (Return on Investment), and share of traffic. But it has similarities in keyword research, landing pages, and traffic. 

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