3Ws for SEO Basic

What is ?

abbreviated as SEO, is a member in the family of Search Marketing.   As opposed to SEM which is advertising to bid ad rank on the paid Search section on the Search Engine Results Page (SERP) triggered by search queries in the search box, SEO is to boost rankings in the organic Search section without resorting to advertising on Search Engines (i.e. SEM).

In 2007, Google launched the “Universal Search” which is a system to decide the content type on the organic search results.  With the Google Universal Search, Google blend listings from its news, video, images, local and book search engines, and Knowledge Graph among those it gathers from crawling web pages.

Refer to Image 1.1 showcasing Universal Search influencing the Google Organic Search Results.


Google SEO
Image 1.1 – Google Universal Search Results


Why SEO?

As 81% of online shoppers research online before buying and 60% among them start their research from search engines1, it is important to boost your organic web rankings to maximize your search engine visibility especially from popular search queries.

Although you can achieve your search engine visibility through SEM, CPC (Cost Per Click) inflation rate is getting higher and higher over years which meant the cost of keeping your search engine visibility getting higher, not to say the continuous investment in sustaining this visibility.

Moreover organic search listing are more trustworthy than advertised (paid) listing to internet shoppers.

For some industries bounded by legal regulations, any form of advertising including SEM is restricted.   These industries are mostly but not limited to Medical field, pharmaceuticals, etc.


Who does SEO for you

If you don’t have an in-house expert, you have to source an agency or SEO consultant to help with this.  There are a long list of criteria of evaluating your SEO agency or consultant.  However among these, the most important criteria is to make sure they are applying white hat SEO tactics.  In upcoming articles, we shall explain more black hat Vs white hat SEO tactics, as well as steps to evaluate your SEO agency and consultant.  Stay tuned or subscribe below to make sure you receive our eNewsletter

Digital Progression

An Omnichannel approach of Integrated leveraging on Audience big data in every stage of the consumer buying funnel is the mega trend of digital marketing.

Take the Professional Diploma in Digital Marketing & Earn the Globally Recognized Certification and Industry Validated Recognition from Digital Marketing Institute (DMI) based in Dublin, Silicon Valley of Europe

Additional benefit of taking the course with DIGICOM Academy, the authorized partner of DMI – An Extra 6 Hours of Step by Step Dashboard Training on Ad and Technical Platforms

Certified Digital Marketing Course

On the one hand, marketers can now reach consumers anywhere, at any time. And because more and more channels are “addressable,” the data needed to track touchpoints in the consumer journey and personalise individual experiences is in limitless supply. Yet on the other, turning this fragmented, often disparate data into a complete and usable picture of individuals and the influence of each touchpoint can be a hard task; especially when marketers use outmoded methods that measure performance within channel silos or give all of the credit to the last touchpoint experienced by a consumer before converting.


Since then, the development of new technologies – from smartphones and wearables to intelligent personal assistants – has only increased consumer demands for speed and convenience. With the emergence of these devices have come even more ways for individuals to view content, browse products, and connect with brands. In fact, the average consumer uses three of their seven smart devices daily, and 79% even switch from one screen to another mid-activity.


The advent of the internet didn’t just create the “always-on” consumer; it also signaled the end of marketer control over communication. Where previously brands could project messages via a one-way funnel — be that radio, TV, or print — the web allowed consumers to interact with brands according to their own pace and agenda.  It also enabled a continuous, two-way dialogue between brands and consumers through a wider range of touchpoints.


For some marketers, digital disruption has moved too quickly. Alongside opportunities to engage specific audiences, there are also new challenges. With so many touchpoints, it’s become increasingly difficult to follow consumers across channels and devices, and even harder to determine which marketing and advertising campaigns are effective. Little wonder then that 40% are struggling to demonstrate return on investment.


Consider this: in 1995, there were 16 million internet users worldwide; today that figure tops four billion. Mass web adoption has driven improvements from healthcare to financial services, but along with this innovation has come higher expectations among consumers for personalised communications, products, and services.


Digital Marketing Institute Partner

DIGICOM Academy is proud to be the authorized educational partner of Digital Marketing InstItute (DMI)  in Hong Kong and Greater China.  Based in Dublin, The Digital Marketing Institute (DMI) offers the most widely taught set of certification standards in digital marketing and selling for learners, educators and industry. With over 18,000 graduates across 100 countries worldwide, the Digital Marketing Institute have trained more professionals to a single education standard than any other certification bod