Traditional Marketing
The term ‘marketing’ can be defined as “the action or business of promoting and selling products and services, including marketing research and advertising”. As simple as this definition sounds, the more complex it actually is. Marketing isn’t just about buying and selling of goods, with a little bit of promotion; in fact, each of these components have so much depth and meaning than we actually realise. And this is the reason why ‘marketing’ has become a subject and being a ‘marketer’ has become a lucrative profession. But this wasn’t the case in earlier times. If we go back some hundreds and thousands of years and turn a few pages of history, we’ll find that even before the invention of money, people were still involved in exchange of goods and services. The only difference was, instead of paying a price for the commodity or service, people paid the price for it through another commodity or service. For example, exchanging two bags of rice for three bags of wheat or a few litres of milk for a pair of clothes etc. This arrangement of exchange of goods and services was called the barter system. However, we have come a long way since then and barter system isn’t prevalent anymore.
Digital Marketing
But with the changing times and technology, what is prevailing nowadays is a new term called ‘digital marketing’. As many of us would already know, digital marketing is a subset of marketing but the only difference is that instead of following the conventional methods of marketing, digital marketing makes use of the internet and digital media platforms for promotion purposes. It came into light by the end of the 20th century and soon became an integral part of every businesses marketing strategy. So, now almost all the companies use some or the other techniques of digital marketing to target customers. Few of those techniques are social media marketing, video marketing, website marketing and search engine optimisation among various others. Companies use either one or a combination of two or more of these digital marketing techniques to reachthe maximum number of audience as they could. But among all these, the one tactic that is popular and useful is ‘Search Engine Optimisation’ or more commonly known as SEO.
SEO to increase Traffic
The process of SEO helps increase the traffic on a website by making the webpages easy to find by the users. This digital marketing tool helps the companies to achieve a higher rank in the web searches, made by buyers, and for this they need tograb the highest position in ‘Search Engine Result Page’ (SERP). If used the SEO tool properly, companies will be able to list themselves higher than their competitors and this will increase their online visibility. Thus, it becomes important for marketers to know and learn how SEO actually works. First of all, the search engine crawls the content of a webpage, that is, find out any new or updated content on the page. After this, the crawler adds all the new content in a huge database, from where it can be retrieved later. And then, when a user makes a search using those set of keywords, the search engine checks which webpage ranks higher in SERP and is apt for the user.
Rank of website using woorank
Now, after knowing how SEO works, you might be interested to know the various SEO tools. It would be interestingto notice that there are a number of SEO tools that cater to the different needs of the marketer. Some tools might give you keyword suggestions and detailed statistics while others might generate meta tags for your web page; some might suggest keywords to search for to find relevant link sources while some others might analyse the keyword density of a page or competing page, the list is endless and will have something for everyone. Following gives, a list of some of the best SEO tools that are widely popular and in-use nowadays:
- Ahrefs: SEO Keyword Tool,
- Google Search Console,
- SEMRush: Marketing SEO Tools,
- KWFinder: SEO Keyword Tool,
- Moz: SEO Software,
- Ubersuggest: Keyword Tracking Tool, and the list is never ending
Using Ahref
Using Google search Console
So, to conclude, digital marketing and SEO tools have become the need of the hour. Though, there are several other tools that can be utilised on the digital marketing platform for the firm to be more visible and cater to a larger audience or market, yet, considering the level of benefits associated with the tool known as ‘Search Engine Optimisation’ and promoting the ideas via it can be of immense value. From an old business to a new one, from an established business to an upcoming one, every company will have to adapt to it, but the sooner it happens the better because business environment is dynamic and will not wait for anyone, so if a company must survive, they better start making adjustments to the change.
Dr. Tanvi Gupta
Assistant professor
Jims Kalkaji
