Before discussing the role of SEO in online promotion, we must first clarify that SEO is a key part of digital marketing, specifically SEM (Search Engine Marketing), which includes both SEO and PPC (pay-per-click) advertising. In recent years, SEO has become increasingly important for brands looking to boost sales and revenue.

What Is SEO and How Does It Fit Into Digital Marketing?

SEO (Search Engine Optimization) is the process of making a webpage easy to find, crawl, and rank for keywords related to products and services. While SEO specialists focus on driving organic traffic and improving search engine rankings, digital marketers manage the overall online presence of a company, including SEO.

Why and How Does SEO Impact Online Marketing Strategy and Promotion Results?

• SEO ensures accessibility (on mobile, tablets, and other devices). When potential customers search for products or services, SEO helps ensure that they find your website and get the information they need.
• SEO enhances user experience (UX) – SEO and UX are closely linked. An SEO expert identifies usability issues such as complicated contact forms, broken buttons, poor site architecture, or slow loading on certain browsers. Fixing these problems improves visitor perception and engagement.
• SEO improves website loading speed – Studies show that if a website takes more than 4 seconds to load, 79% of visitors will never return. A fast-loading website is essential for retaining traffic and improving conversion rates.
• SEO supports content marketing – Good content and SEO go hand in hand. Without high-quality, relevant content, it's difficult to rank for business-related keywords.
• SEO generates qualified leads – One in three users discovers new brands via search engines. SEO helps businesses capture potential buyers when they actively search for products or services. Once on the site, these users can be converted into leads via newsletters, social media, and remarketing.
• SEO strengthens brand credibility – 74% of consumers trust Google search results when researching local businesses. Additionally, one in three smartphone searches occurs before visiting a physical store.

SEO: A Cost-Effective, Long-Term Strategy

SEO is one of the most cost-effective marketing strategies:

1. SEO helps define the ideal customer profile – By analyzing user behavior, such as the pages visited, queries searched, and time spent on specific sections, SEO provides valuable insights into customer intent.
2. SEO is more affordable than traditional advertising – Compared to billboards, TV, or radio ads, SEO requires a lower investment and focuses on highly targeted prospects.
3. SEO offers long-term benefits compared to PPC – While Google Ads deliver immediate traffic, SEO builds long-term visibility. After six months, SEO results can grow consistently, sometimes lasting for years.
4. SEO ensures 24/7 visibility – Unlike offline advertising, which reaches people only in specific locations or timeframes, SEO allows potential customers to find your business at any time of the day or night.

The Link Between SEO and Consumer Psychology

SEO and neuromarketing are becoming more intertwined. Understanding how consumers engage with content helps create a more intuitive website and seamless user experience.

Additionally, keyword selection is crucial:

• Long-tail keywords (phrases with three or more words) reflect specific user intent and often have lower competition.
• The success of SEO campaigns should be measured not just by rankings but by ROI (return on investment).

The link between SEO and knowing consumer psychology

• SEO and neuromarketing are becoming more and more related lately. Neuroscience can help increase engagement with website content by helping to create an intuitive website that is extremely easy to interact with.
• Another way we can authentically interact with our users is through used keywords. Namely, Long Tail keywords (keywords made up of 3 or more words) define user behavior. In general, long-tail keywords have less competition and show more specific search intent. Keyword success should be measured by ROI (return on investment).

SEO and the Online Sales Funnel

A sales funnel consists of stages that guide a visitor from the first interaction to the final purchase. SEO plays a vital role in each stage:

1. Awareness – SEO helps create awareness by driving organic traffic from users searching for solutions to their needs or problems.
2. Research – At this stage, potential customers compare products and gather information. Optimized blog posts, detailed product descriptions, and informative pages help users make informed decisions.
3. Conversion – When customers are ready to buy, SEO ensures they have access to testimonials, reviews, and case studies, which are crucial for decision-making. Research shows that 80-90% of customers check online reviews before making a purchase.

SEO Tip:

Map customer pain points with relevant keywords at each stage of the buyer's journey. This will help attract the right audience at the right time.

As consumer behavior evolves, search engines continuously update their algorithms. SEO is an ongoing process that requires businesses to stay agile and strategic. There’s no fixed formula for SEO success, but understanding your audience, improving site usability, and consistently optimizing your content will drive sustainable growth.