This blog helps you in the basic understanding of SEO. If you are a beginner in digital marketing and wants to learn digital marketing for free. Read the blog thoroughly and till the end. “Good things to to those who read”

Table of Content

  • The Significance of Search Engine Optimization (SEO)
  • Why is search engine optimization so important for search engines?
  • What the main differences between SEO, SEA SMM?
  • What are the goals of SEO?
  • What are SEO metrics / KPIs?
  • Differentiation between Tactical SEO & Strategic Search Engine Optimization
  • Technical SEO

The Significance of SEO

The significance of search engine optimization (SEO) as a part-discipline of online marketing has steadily increased in the last 20 years. This also shows the interest or demand for SEO in the form of the increasing number of search queries. As we can see in the graph below the demand in digital marketing in whole has steady growth and without SEO digital marketing is incomplete.


 Google trend show the demand of digital marketing in India since 2004.

Why is optimization so important for search engines?

Search engine marketing and especially search engine optimization (SEO) ensures a visible positioning in search engines such as Google, Bing or Yahoo, etc. Search engines are still the first choice of information gathering people worldwide. Especially when researching for knowledge on specific topics such as health, product tests, and evaluations, science, business, finance, sports … Google & Co. are the most important point of contact for knowledge & information.

Search Engine as Google or Bing focuses on providing the best knowledge to the user instead of selling any product to the customer. We will discuss the lead generation/how to increase business online in coming blogs.

It is also very important to know that in 2019 SEO is a must for all online business.

If you are not online you can’t survive offline.

As an SEO beginner, one must always keep in mind that SEO expert main role is only to increase the online number of sales whether it’s a product or service.

What are the main differences between SEO, SEA, and SMM?


Search engine marketing(SEM)

Search engine marketing is a method to get traffic(paid or organic) to a particular website from search engines like GOOGLE, BING or YAHOO, etc.

It can also be explained as an art of internet marketing that involves the promotion of websites by increases their visibility online. The method you get organic traffic is also identified as SEO(search engine optimization) and all the activities that bring traffic from ads known as Search engine advertising(SEA) for eg. Google AdWord is one of the biggest platforms for paid traffic.

Social Media Marketing

Social media marketing is a science of getting free or paid traffic from websites like Facebook, Linkedin, Youtube, Instagram or any other social media website.

What are the goals of SEO?

The main goal of search engine optimization is to improve the discoverability of your own website in search engines by means of good ranking positions on relevant search queries(keywords). Other goals of SEO are to improve the appearance of the snippet which consists of meta title and meta description and thus a better click-through rate and more visitors. Another goal is to improve the expectation compliance for visitors who come across content from search engines.

What are the key SEO metrics / KPIs?

Possible SEO metrics or KPI’s are:

  1. Visibility indices that refer to a keyword-relevant to the business model.
  2. Snippet click rates or CTRsBounce rates.
  3. Duration of stay
  4. Ranking position distribution per SERP
  5. Number and proportion of visitors via search engines
  6. Individual keyword ranking positions.
  7. ….

There are some tools as well which can help in getting the right SEO metrics. Especially all visibility indices such as tools such as Sistrix, Searchmetrics or XOVI are rightly criticized.

Differentiation between Tactical SEO & Strategic Search Engine Optimization.

SEO mainly works on two levels.


  1. Strategic Search Engine Optimization.
  2. Tactical search engine optimization.

At the tactical level, content optimization, technical optimization for crawling and indexing control, duplicate content avoidance, and snippet optimization are performed.

On a strategic level, the aim is to create a digital entity for Google in the form of the website and, in addition, to improve the entity relevance and thus the authority of the domain.

While previously search engine optimization was rather tactical, after the introduction of the Knowledge Graph, the Hummingbird algorithm, the panda and penguin updates, strategic search engine optimization has clearly gained priority.

In modern search engine optimization, there are the following task domains:

  1. Technical search engine optimization
  2. Optimization of the navigation/information structure or the internal linking
  3. Improving user behavior
  4. Content production and optimization
  5. Offpage Optimization
  6. Search Pattern Optimization

Not all of these SEO tasks can be clearly assigned to tactical or strategic search engine optimization in a differentiated manner. For example, link building can be both strategic and tactical. However, the main goal of link building in the form of entity formation and authority improvement remains a strategic goal. Thus, the focus of link building is on strategic SEO. Content can also be distinguished between tactical content marketing and strategic content marketing, as explained in detail in the article Difference between Content Marketing Campaign & Content Marketing Strategy.

Technical SEO

This is a very crucial part of SEO. You need to make sure you improve your skills, especially in this area. For every SEO expert or SEO company, this skill is a must. Technical optimization is a typical task area for tactical search engine optimization.

Technical SEO is used to optimize technical errors on the website. Here are some of the most common technical errors:

  • Duplicate or missing page titles
  • Duplicate or missing description tags
  • Images without alt tags
  • Incorrect entries in The Robots.txt
  • Incorrect status of redirects (302 instead of 301)…

Sub-areas of technical search engine optimization include:

  • Indexing control, especially for duplicate content avoidance
  • Crawl control for efficient use of the crawl budget
  • Snippet Optimization
  • Expulsion of structured data
  • End device optimization

Indexing Control :

  • Monitoring and control of pages indexed by search engines
  • Deploying an XML sitemap
  • Control of indexing by Meta Robots data no-index or index to avoid e.g. duplicate content.
  • Avoid duplicate content through canonical tag usage.