SEO as part of internet marketing and search engine marketing

Online advertising, also called online marketing, Internet advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.This type of marketing includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising.

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs). Search engine optimization (SEO) is big part of search engine marketing. It is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. Search engines like Google, Yahoo! or any other have a crawler that goes out and gathers information about all the content they can find on the Internet. All results then go through an algorithm that tries to match the best possible ones to the inputted query. There are a lot of factors that affect ranking of the results such as, domain-level, link authority features, page-level link features, page-level keyword and content features, user, usage and traffic or query data, social metrics and many more. Optimization of a website can be in different forms, from doing keyword research to working on HTML, title tags and meta description. On the internet there are a lot of free SEO courses that give insight into SEO and explain the basics, but also there are companies that provide SEO services. These courses are provided by reputable SEO companies or big educational websites.

SEO can be divided onto on-site SEO and off-site SEO. On-site or on-page SEO is the practice of optimizing elements on a website so it ranks higher in search engine results. It incorporates optimization of both the content on the website and its complete HTML source code. When doing on-site SEO, goal is to make it as easy as possible for both search engines and users to identify that page as relevant to a search query, find that page useful and worthy of ranking well on a search engine results page (SERP) and fully understand what a webpage is about. Keywords and keyword services play the biggest role in on-page SEO. On the other side off-site SEO represents actions done outside of website which also affect ranking within search engine results pages (SERPs). 

Usually, this optimization includes improving search engine and user perception of a site's popularity, relevance, trustworthiness, and authority. This is done by linking or promoting the website. For example, websites trustworthiness improves by getting links from other sites that are quite reputable and trustworthy. Another part of off-site SEO is social media marketing, influencer marketing and guest blogging. There are quite a few ways to link and types of links, so it is important to understand them and their roles. A lot of SEO courses deal actually put this together with keyword research as main focuses of course itself. 

Nightowl’s 5 Key Areas of SEO Execution

Nightowl is a smaller, but specialized, SEO services provider from Singapore. Team behind Nightowl has been in SEO industry for more than 10 years, helping SMEs breakthrough million dollars in annual revenue via SEO. They mainly do SEO, but with client’s bigger budget they can go beyond just pure SEO rankings, helping the business strategies and set up its lead generation funnel.

SEO services Nightowl really puts focus on is keyword research. 

They do deep keyword research on business’sindustry, products and services, and its competitors to unearth potential keywords that could rank. By doing this research they can filter down to effective and qualified keywords that portray a buyer’s intention which will result in significantly increase of overall monthly traffic. Nightowl does keyword research for their own website, looking to stay in high rankings for keywords SEO Singapore, search engine optimization Singapore, SEO services Singapore and so on. Another part of their SEO services is optimizing web conversion rates. Team of SEO specialists will work on barriers that create friction for people to convert, perform certain web design revamp, or creating Call-To-Actions, that will help entice your visitors to convert. Results of SEO plan is constantly measured and Nighowl keeps track of the whole progress.

Nightowl has something called 5 Key Areas of SEO Execution. In an away, it explains how SEO works and what are they main focuses of their strategies. First one is 1-hour Pre-Project Consultation. Here they review business, the industry it’s in, business goals and where SEO fits into the picture, making the most suitable overall marketing and optimization strategy. 

Questions battled at consultation are existing marketing channels, how SEO helps your business bottomline and how SEO brings ROI to your business. Next key area is Keyword and Search Volume Analysis. They wan to know what keywords are potential customers putting in query and how to incorporate them. Keywords need to be relevant for business, services or products they offer. As third key area, Nightowl puts SEO Competition Analysis. For SEO Competition Analysis, working team looks at how many competitors there are and how tough a competition is. Based on that they compare and push the website in the direction which will lead to top results in search engine ranking.

On-site Optimization is next key area and what Nightowl works on is WordPress Yoast SEO Setup, On-site SEO & Site Speed Audit, On-site Content Optimization, Keywords in Title Tags, Content Body and Meta-Data, Google Webmaster Tools Setup + Sitemap Submission, Google Analytics Setup and Google My Business Setup & Integration. On-site Optimization plays very important role for the whole process of optimization. 

Another big part of SEO and last key factor is External Link Building or Off-site Optimization. Link Building needs to be done the right way, following Google guidelines or guidelines of other search engines, so penalties are avoided. Nightowl includes Local Business Listings, High Authority Guest Posts, Diversified Link Building, Press Releases, Social Signals, Content Marketing and Immunization Against Negative SEO.