If you’ve spent any time online trying to grow your business, build a brand, or promote a website, you’ve probably come across the term SEO. But what exactly does SEO mean in digital marketing? And why is it one of the most talked-about strategies in the digital world?
Let me walk you through this in plain language, breaking it down into practical terms you can relate to, especially if you’re running a business, starting a blog, or simply trying to understand how the internet really works.
In this article, we’ll explore what SEO means in digital marketing, how it works, why it matters, and how you can use it to get found online.
SEO in Digital Marketing: What Does It Really Mean?
SEO stands for Search Engine Optimization. It’s a digital marketing strategy that focuses on helping your website show up in search engine results—especially Google, which dominates over 90% of the global search engine market.
So when someone goes on Google and types something like “best coffee shop in Nairobi” or “how to create a website,” SEO is what determines which websites show up at the top of that list—and which ones get buried on page 10, never to be seen.
The main goal of SEO in digital marketing is to increase the visibility of a website organically, which means without paying for ads. When your website ranks high in the search results, you naturally get more people clicking on it. More traffic can lead to more customers, more sales, or more people engaging with your content.
In short: SEO helps people find you online without you having to chase them.
How SEO Works: The Basics You Need to Know
When someone searches for something on Google, the search engine sends out bots called “crawlers” or “spiders” to scan websites across the internet. These bots look at everything—text, images, videos, links, page speed, mobile usability, and more.
Google then tries to figure out which pages are most relevant, most trustworthy, and most helpful for the specific search. That’s where SEO comes in. The better your website is optimized, the higher it can rank.
Here are a few major parts of how SEO works:
1. Keyword Optimization
This is about using the words and phrases people are actually typing into search engines. For example, if you’re a web designer in Kenya, you want your site to show up when people search “affordable web designer in Kenya” or “web design services Nairobi.” Using these phrases naturally in your website content, titles, and headers is a huge part of SEO.
2. On-Page SEO
This includes everything you do on your website to help it rank—like writing clear, useful content, organizing your pages with proper headings, optimizing images, and making sure your site loads quickly.
3. Off-Page SEO
This focuses on what’s happening outside your website, like building backlinks. A backlink is when another website links to your content. Google sees this as a sign that your site is trustworthy. The more quality backlinks you have, the better your chances of ranking.
4. Technical SEO
This involves the behind-the-scenes work—like setting up your website’s structure properly, improving site speed, using HTTPS, and making sure your site is mobile-friendly. Google wants to give users a great experience, and your website’s technical health plays a big role in that.
Why SEO Is a Game-Changer in Digital Marketing
Unlike paid ads that stop working the moment you stop paying, SEO has long-term value. When done right, it keeps bringing in traffic day after day, month after month.
Think about it—every day, millions of people in Kenya and around the world are searching for solutions online. If your website can show up when people are looking for exactly what you offer, that’s free, high-quality traffic landing on your site.
Here’s why SEO is one of the most powerful tools in digital marketing:
- Cost-Effective: You don’t pay Google to show up in organic search results.
- Targeted Traffic: People coming from search engines are usually looking for exactly what you offer.
- Builds Trust: Websites that appear at the top of search results are often seen as more credible.
- Improves User Experience: Good SEO practices also make your site easier and more enjoyable to use.
- Supports Other Marketing Efforts: Whether you’re doing content marketing, email marketing, or social media, SEO amplifies everything else.
Common SEO Myths That Hold People Back
Let’s clear up a few misunderstandings that a lot of beginners have when it comes to SEO:
Myth 1: SEO is a one-time thing
Nope. SEO is an ongoing process. Search engines change their algorithms often, and competitors are always trying to rank higher. You have to keep improving your site over time.
Myth 2: It’s all about keywords
While keywords are important, SEO is much more than just stuffing phrases into your pages. Google is smart—it looks at quality, relevance, user experience, and dozens of other factors.
Myth 3: You need to be a tech expert
Not true. Anyone can learn basic SEO and start making improvements. There are tons of tools and guides (including this one) to help you get started, even without coding skills.
How to Start Doing SEO (Even If You’re New)
If you’re just starting out and wondering how to apply SEO in your own website or business, here are some beginner-friendly steps:
- Do Keyword Research
Find out what your target audience is searching for. Use tools like Google Keyword Planner, Ubersuggest, or even Google autocomplete. - Write Quality Content
Focus on writing useful, clear, and relevant content. Answer questions people are actually asking. The better your content, the more likely it is to rank. - Optimize Your Website Pages
Make sure every page has a clear title, proper headings (H1, H2, H3), relevant keywords, fast loading time, and mobile compatibility. - Get Backlinks
Start by creating content that people want to share. You can also reach out to bloggers or other websites in your niche and ask them to link to your articles. - Track Your Performance
Use tools like Google Analytics and Google Search Console to see how your pages are performing and where your traffic is coming from.
Real-World Example: SEO in Kenya
Let’s say you run a bakery in Nairobi. You decide to create a website and include information about your cakes, pricing, contact info, and delivery options.
If you optimize your site using SEO principles—like using keywords such as “custom cakes in Nairobi” or “birthday cake delivery Nairobi”—and make sure your site loads quickly, looks great on mobile, and has good reviews, you have a much better chance of showing up when someone searches for those exact phrases.
That’s the magic of SEO in digital marketing—it brings people who are already looking for you directly to your digital doorstep.
Final Word: Is SEO Worth It?
Absolutely. If you have a business, blog, or any kind of online presence, SEO is one of the smartest long-term investments you can make. It takes time, effort, and a bit of patience, but the rewards are huge. You don’t need a big budget to start—just the right knowledge and consistency.
If you’re eager to learn SEO in-depth and apply it to real-world projects, consider joining a digital marketing course at Digiask Training College. We break down complex SEO strategies into simple, hands-on lessons that anyone can follow, and we teach you how to use tools that marketers and businesses rely on every day. Whether you’re running a small business or aiming to become a digital marketing expert, we’re here to help you grow.