The Digital Marketer's Journal

Written by Hong Ngan Tran (s3961720)

What is Search Engine Optimisation? How does it work?

Search Engine Optimisation is a digital strategy that helps brands to increase the website visibility through search results with relevant keywords. The purpose of the process is to attract more organic traffic, therefore gain trust from users who are searching for products or services that are popular or validated. With the ranking algorithm working to match these related terms, the search results will display the most searched websites in preferences after collecting data from the search information that users provide. 

Higher traffic can lead to more potential customers and sales for brands without requiring significant capital investment in paid advertising. By using search engines effectively, brands can increase more awareness and credibility. Here are some examples from brands that use SEO effectively. 

Image source: BotPenguin 

Netflix utilising SEO to wins audience 

Netflix is a streaming platform with a subscription model that has become popular in recent years. Fellow marketers can take this business as a road map to success in their powerful marketing strategies. With on page SEO, Netflix uses relevant keywords like “watch movies online”, “TV shows” or “streaming app” to ensure their website can appear on Google search consistently when the audience looking for entertainment app options results during their search. 

Through these keywords and include movie titles, Netflix gains over 267 million visitors monthly which helps them to input high organic traffic. Not just using SEO, Netflix also focuses on social media presence to ensure the engagement from digital platforms indirectly contribute to website traffic as well. 

Image source: Ibis Studio 

With off page SEO, 51 million backlinks that boost its credibility and ranking on search engines which helps Netflix to become one of the most trusted apps globally and have a strong domain when audiences search for streaming app recommendations. Furthermore, Netflix ensures global audiences also see their website appear through optimised codes and site structure with localised contents for specific regions, languages, making the platform more accessible for international audiences. 

Canva uses SEO to attract users to its website

Canva, a famous web design template for students and workers who use search engines to create organic traffic and user growth in their digital marketing strategy. The brand successfully gained 200 million visitors per month with organic traffic which indicates its well executed strategy . By using more long keywords such as “Marketing Report template” or “Financial Report Template” to cater specific needs of the audience in searching which make the search more appealing and less competitive with others design websites on the market. 

Backlinks build to create worthy contents that attract more audience. For instance, using a long title like “Ultimate Guide To Choosing Fonts” or “How To Create A Poster That Eye-Catching People”, these strategic backlinks can help Canva to compete with others in search engine ranking. Canva uses SEO effectively with high-quality backlinks to ensure their search results dominate others to help the audience see their website first when they appear on the page. 

Using effective SEO can?

– Enhance website’s visibility and driving more organic traffic without paying much money.

– Boosting brand awareness in the market.

– Increase sales and engagement.

Questions

1. Why do you think Search Engine Optimisation is important for businesses?

2. What would you think of a brand not using SEO in their marketing strategy?

3. How brands know whether the traffic is organic or not?