SEO in Digital Marketing - Search Engine Optimization Detailed Strategy!

If your business isn’t ranking on Google, it’s missing out on potential customers, simple as that. In today’s competitive digital landscape, just having a website isn’t enough. You need that website to perform, inform, and rank. That’s where SEO comes in.

So, you definitely want to rank on the first page of Google search results. To reach the top position, your website should be SEO-friendly, and also, your website speed is important for SEO. In 2025, Google is prioritizing websites that offer fast loading times, especially those optimized for mobile with Core Web Vitals like INP (Interaction to Next Paint). Also, include digital marketing approaches in your business strategy to build online credibility and visibility.

Now you have multiple questions, like what is SEO and how it works? How does SEO work in digital marketing? Why is SEO important for small businesses?

In this resource, you will know what SEO is and how it works.

Start developing a basic SEO approach. Soon, it will convert into a dynamic business strategy. So, it will produce long-term results for your small business.

You can partner with a professional SEO company in Kolkata that also specializes in digital marketing to build a strong online presence tailored to your business needs.

Let’s get to the main topic: what is SEO and how it works? We will start from the basics to advance.

What is Search Engine Optimization, and how does a Search Engine work?

Search engine optimization is known as SEO. 

People search for different queries on Google, Bing, Yahoo, etc. These all are search engines. The queries are called keywords. Search engines show relevant results against particular keywords.   

But how do search engines find the perfect answers to your questions? 

They go through every website containing that particular keyword accordingly. So, if you want to be visible to search engines, you need to optimize your website. 

SEO is the process of optimizing your website. It improves your website's content and structure. This makes the website look appealing to search engines and to your users.

.In 2025, Google is using advanced AI and natural language processing to understand content better. That means your content needs to be clear, trustworthy, and written with user experience in mind. Google also looks at real-time user signals like how long visitors stay on your page, how far they scroll, and whether they interact with your content.

If the search engine finds that your website gives the most relevant answer, they will rank it. Thus, you will have organic (non-paid) traffic to your website. 

The more your website is suitable for search engines, the higher the chance of ranking. You may get the top position on the search engine result page (SERP). 

Overall, it is the act of doing actions to improve the ranking of a website or piece of content on Google.

Types of SEO

According to SEO services Kolkata, SEO techniques have mainly been divided into three core categories:

On-page SEO

Every on-page SEO strategy takes place on your website. It includes such factors as site speed, indexing, crawling, mobile-friendliness, site design, structured data, and security.

In 2025, content quality matters more than ever. Google now emphasizes E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), especially with the rise of AI-generated content. Using semantic HTML and schema markup can help search engines better interpret your content. Also, optimizing for voice search and user behavior signals like scroll depth and dwell time can improve your on-page ranking.

Off-page SEO

Every off-page SEO technique occurs outside of your website. It includes backlinks, social media marketing, influencer marketing, etc.

This year, Google values backlinks that come from high-quality digital PR campaigns, niche communities (like Quora, Reddit), podcasts, and industry-specific platforms. Social media signals and online reputation are becoming stronger ranking factors. Make sure your brand is present where your audience actively engages.

Technical SEO

This is often overlooked but plays a critical role. It focuses on how well search engines can crawl and index your site. It involves mobile optimization, fast page loading, security (HTTPS), XML sitemaps, and fixing crawl errors.

In 2025, Google uses new Core Web Vitals like INP (Interaction to Next Paint) to assess your site’s responsiveness. Mobile-only indexing is now the default your mobile site must be the best version of your website. Server-side rendering, edge caching, and AI-friendly content structures also improve technical performance.

On-page and off-page SEO both help your site be more user-friendly and trusted to search engines. Search engine crawlers notice how accessible your website is to them and people. Then decide if it can be useful for the visitor or not.

Now, you know the basic definition of SEO. In the next section, we will discuss how SEO works in digital marketing.

Why Local SEO Matters for Small Businesses

Apart from these three core types, Local SEO is essential for small businesses like yours.

Local SEO helps your business appear in local search results, like “bakery near me” or “plumber in Kolkata.” It includes optimizing your Google Business Profile, using local keywords, earning local backlinks, and getting reviews from nearby customers.

In 2025, location-based personalization in search is stronger. Google uses hyper-local data to tailor search results, so optimizing for local intent can drive more foot traffic and calls to your business.

If your business depends on a specific geographic location, then local SEO is the strategy that brings real-world results. A local seo company in Kolkata will help you rank higher on Google.

Read This: Google Business Profile: Guide For Small Business Owners

Role of SEO in digital marketing

The search engine results page appears when you submit a search query. The SERP displays organic results as well as pay-per-click advertisements. SEO influences organic results, whereas PPC advertisements are paid for.

The top Google result receives around 32% of all clicks. So, everyone aims to be in the first position. Implement SEO to achieve this.

The ultimate goal of SEO is to enhance your company's visibility on search engines. So, potential consumers can find you. 

The popular SEO agency in Kolkata, FavFly, researches and implements tailored website techniques to boost your rankings for targeted topics or keywords. This ensures your business is well-positioned in relevant search results, connecting you with high-intent users.

With the increasing use of AI, voice search, and mobile-first browsing in 2025, SEO is not just about keywords; it’s about understanding user intent and creating content experiences that meet them.

If you want an SEO strategy customized for your small business, you can surely contact us!

Why does your small business need SEO?

Suppose you're on page 50 of the SERPs (search engine results page). This way, a potential consumer won't be able to locate your business and visit your website.

75% of users never go past the first page of search results.

That’s why your business needs effective SEO practices to help potential consumers find, engage with, and trust you. This directly translates to increased website traffic, leads, and ultimately more sales.

SEO is one of the most cost-effective and sustainable channels in digital marketing. Unlike ads, you don’t pay for every click; you invest once and build long-term visibility.

Recommended: Why Local SEO is Important for Your Business Success

How does SEO work?

Now we know the basic definition of SEO, let's see how it works technically. You don’t have to be tech-savvy to understand. Just get an overview.

Basically, Search engines like Google use crawlers (bots) to navigate websites, collect information, and understand the structure and purpose of your content. These crawlers then index your site in their database.

When someone searches a query, Google’s algorithms match it with the most relevant, helpful, and trusted content in its index, and serve it in the SERPs.

Factors that affect SEO include:

• Page speed and mobile-friendliness
• Title tags and meta descriptions
• Internal linking and backlinks
• Structured data and schema markup
• Keyword optimization and content depth
• User engagement metrics like dwell time and bounce rate

In 2025, Google's AI-powered algorithms like MUM and Gemini consider search context, intent, and content format (text, image, video, etc.). This makes content structure and multimedia more important than ever.

Here at FavFly, our SEO expert in Kolkata takes care of all these aspects, tailoring strategies specifically for small businesses that want real growth, not just rankings.

Aspects of SEO in digital marketing

Google remains the world’s largest search engine, but its methods of evaluating and ranking websites have evolved drastically.

While its exact algorithm is still a mystery, SEO professionals now focus on user intent, AI integration, and technical precision. Tools like Search Generative Experience (SGE) and AI Overviews are now part of how users interact with search, meaning your content must answer queries quickly, clearly, and with authority.

Let's explore the major components that influence search engine optimization ranking in today’s digital landscape.

Influencers of On-Page And Off-Page SEO

Content Marketing

Content is still king, but now it’s judged more intelligently and holistically.

With the rise of AI-powered SERPs, search engines assess not just keyword use but topical depth, clarity, and structure. Well-optimized content gets featured in AI overviews, voice results, and rich snippets.

Also, E-E-A-T (Experience, Expertise, Authoritativeness, and Trust) has become more critical than ever. Google wants content written or reviewed by real experts. If your blog or service pages demonstrate hands-on experience, you’ll likely rank higher.

To stay relevant:

• Use structured data (Schema) to help search engines read your content
• Break long content into bite-sized, digestible sections
• Incorporate interactive visuals or infographics to explain complex topics
• Add short FAQs using targeted questions that users type into AI assistants

Must Update: Always revisit older blogs to reflect fresh data, updated tools, and current user needs. Even a single outdated stat can lower your page credibility and drop your rankings.

All the following content marketing strategies work perfectly for most websites

1.  Articles and blog posts
2. Content for social media
3. Whitepapers and e-books
4. Tutorials and how-to instructions (with screenshots or video snippets)
5. Audio and video recordings
6. Infographics or other forms of visual media
7. AI-enhanced tools or quizzes (great for dwell time and backlinks)
8. Checklists and templates (great for engagement and shares)

Generate content for your website. You should keep them short, crisp, and concise. Also, consider using SEO keywords and phrases. They are crucial for SEO ranking.

Keywords are terms and phrases that a user could put into a search engine. People use them for their inquiries or relevant products and services.

Websites rank for these keywords on the search engine results page. Start creating content around them. So, there is a chance of ranking higher.

Another aspect of search engine optimization includes the appearance of your website. It relates to how frequently your company updates its website with new information.

Your content should be up-to-date and contain fresh statistics. It influences SEO ranking.

To keep your content fresh, you don't have to create a new one every time. You may update the old ones with the latest information. Or you can recycle the content. The new data and analytics will make the content more efficient. 

Though generating content requires time and money, it will be well worth it in the end.

Consumers need quality content to resolve their problems. So, search engines adore excellent informational content. It also shows the value your organization can deliver.

Begin by writing a few blog articles according to your business ethics. Then circulate that on social sites. It will establish a social media following.

Once you've built up a following of devoted consumers, your company may focus on developing other forms of media. This will attract and engage new leads.

On-Page SEO Optimization

All your on-page practices still apply, but in 2025, search engines have become more sensitive to technical and behavioral signals.

On-page SEO elements are found on the website itself.

You have total control over these components. Thus, you can try to enhance them over time by following SEO best practices.

Here we have mentioned a few on-page SEO elements. These all might help you rank higher in Google search results:

1. Title Tag (Page Title)

Still vital. This should be no more than 60 characters long. And it should include the keyword early in the title. Give an eye-catching title to attract visitors. Use power words or numbers (e.g., “7 Proven Strategies”) for better CTR in AI-driven previews.

2. Meta Description Tag (Page Description)

• Keep it under 155–160 characters.
• Be descriptive and include action triggers (“Learn”, “Compare”, “Find Out”).
• Meta isn’t a ranking factor, but affects click-throughs, which indirectly improve rankings.

3. Sub-headings

Subheadings make your content simpler to read for readers. The high readability score also helps you boost your SEO.

Search engines can comprehend your content utilizing H1, H2, and H3 tags. Try to include long-tail variations of your main keyword naturally in them.

4. Internal Hyperlinks

Internal links make connections between other pages of your website.  Not just for SEO, but to help users explore your website.

If you're writing a blog post discussing the value of a certain product or service, you may include a link to the product or service page in your article.

5. Image Alt Text & File Optimization

Google Lens and visual search are big in 2025. Compress image files, use WebP format, and always write descriptive alt text with target keywords.

Images and visuals are very important for any website. These engage visitors. So, use photos on your website or in your blog post. Also, include your keyword or phrase in the image name and alt tag. 

By adding this information, you are defining your SEO approach.

This will aid search engines in indexing your photos. It may show up when people conduct an image search for a specific term or phrase.

6. Keyword Optimization (But don’t overdo it)

• Use keyword clusters instead of stuffing one phrase.
• Use semantic keywords related to terms that Google associates with your topic.
• Tools like Surfer SEO, Frase, and ChatGPT Plugins help generate optimized outlines.

Off-Page SEO Optimization

There are off-page SEO factors in addition to the on-page SEO aspects. Optimizing them can improve your position on SERP.

You cannot control these off-page elements. But you can make those things work in your favour.

In 2025, building trust and credibility online is essential. Google now evaluates not just where your links come from, but who is behind the content. This includes verifying author identities, assessing brand mentions, and analyzing site authority more deeply than ever before.

Here are a few off-page SEO aspects that can have an impact on your search engine rankings:

1. Brand Trust and Authority

Trust signals are now a primary component in determining a website's Google ranking. Google wants to promote real brands, real businesses, and real experts.

Here’s how to build and maintain brand trust:

• Earn links from high-authority, niche-relevant sites (not just any high DA domain)
• Highlight author profiles on your blog with credentials, LinkedIn links, or mentions in third-party publications
• List your business in top-tier directories (Clutch, G2, JustDial, etc.)
• Encourage press coverage, interviews, and podcasts to build digital PR

💡 Bonus Tip: Use schema markup to define your business, authors, and FAQs clearly—this builds entity strength in Google’s knowledge graph.

2. Smart Link Building in 2025

Links are still gold—but link quality > link quantity. And in 2025, the game is more strategic and reputation-driven.

Some of the best ways to build meaningful backlinks:

• Guest posts on niche-specific blogs (target value, not just traffic)
• Original research or data reports – these naturally attract backlinks
• Digital PR campaigns – get featured in industry news or trends
• AI-generated tools or resources – useful assets like calculators or templates often get cited

And remember:

• No paid/spammy links – Google is more aggressive than ever at deindexing unnatural link profiles
• Focus on contextual backlinks that sit naturally within content (not footers or blogrolls)
• Include brand name + keywords in anchor text variations

Backlinks provide several benefits in SEO

• Enhance your organic ranks: Backlinks aid in improving search engine results.
• Quick indexing: Backlinks from existing web pages are used by search engine bots to find new web pages.
• Traffic referred by others: One of the most important advantages of backlinks is that they assist you to acquire referral traffic.

3. Social Signals and Shareability

While social signals are indirect ranking factors, they boost visibility, engagement, and brand awareness.

To optimize your social strategy for SEO:

• Focus on platforms where your audience lives—LinkedIn for B2B, Instagram for visuals, YouTube for tutorials
• Encourage users to share blog posts, videos, and infographics
• Add Open Graph tags and Twitter Cards so your content looks polished when shared
• Use interactive posts like polls, quick Q&As, and carousels to drive clicks and comments

Also, if influential people or thought leaders share your content, Google treats it as a sign of authority.

If you want assistance in your social media marketing in kolkata, our marketing team is a call away! We have helped several businesses to reach their target audiences.

4. Author Entity Building (A 2025 SEO Shift)

One of the most impactful SEO updates is the importance of verifiable authorship.

Google now uses Author Vectors, a system to understand who is behind the content. It wants to connect articles to real people with expertise.

To improve this:

• Add author bio sections to every blog post
• Link to LinkedIn, Twitter, or academic profiles
• Use Person Schema to structure author data
• Build a consistent publishing history under the same author identity

Whether you're a freelance blogger or a founder, your name is an asset in SEO now.

5. Signals Beyond Links: Brand Mentions & Reviews

Even if no clickable link is present, brand mentions still contribute to your site’s trust profile.

• Get featured on industry roundups, review sites, or interviews
• Encourage satisfied customers to leave reviews on Google, GMB, and Trustpilot
• Monitor mentions with tools like Brand24 or Google Alerts to track where your business is being referenced

Pro Tip: Respond to reviews, positive or negative. It shows credibility and improves local SEO.

Want a high-impact off-page SEO strategy tailored to your business niche?
Let our experts at FavFly, SEO company in Kolkata help you build strong, ethical, and future-ready SEO campaigns.

Technical SEO (The Backbone of Your Website’s Visibility)

While on-page and off-page SEO work on content and authority, Technical SEO focuses on how search engines access, crawl, and understand your website.

In 2025, technical SEO is more important than ever due to Google’s increasing emphasis on performance, structured data, and user experience.

A well-structured, technically optimized site helps search engines index your content efficiently and boosts your chances for higher rankings.

Let’s look at key technical elements you should focus on:

1. Website Speed & Core Web Vitals

Fast-loading websites provide a better user experience. Google measures this with Core Web Vitals, which are:

• Largest Contentful Paint (LCP): How quickly main content loads
• First Input Delay (FID): How responsive your site is to user actions
• Cumulative Layout Shift (CLS): How stable your page layout is while loading

Use tools like Google PageSpeed Insights or Lighthouse to test and improve performance.

✅ Compress images, use lazy loading, reduce JavaScript, and implement a reliable CDN.

2. Mobile-Friendliness

Google uses mobile-first indexing, which means it ranks your site based on the mobile version.

Your site must:

• Be responsive across all screen sizes
• Use readable fonts and accessible buttons
• Avoid pop-ups that disrupt the experience
• Load quickly on mobile devices

📱 Over 58% of searches happen via mobile—optimize accordingly!

3. Secure and Accessible Website (HTTPS)

Security matters. If your website is not served over HTTPS, Google will flag it as “Not Secure.”

🔒 Use an SSL certificate to ensure encrypted communication between users and your server.

4. Crawlability and Indexing

If Google can't crawl your pages, it can't rank them. Ensure:

• Your robots.txt file isn’t blocking important pages
• You’ve created and submitted an XML sitemap
• You don’t have duplicate content issues (use canonical tags where needed)

You can monitor crawl and indexing issues in Google Search Console.

5. Structured Data and Schema Markup

Structured data helps Google understand your content better. It also enables rich results like:

• Star ratings
• FAQs
• Recipe cards
• Business info panels

Use Schema.org markup to tag:

• Articles
• Products
• Reviews
• Local Business info
• Events

💡 Tools like Google's Rich Results Test or Schema Markup Validator can verify your implementation.

6. URL Structure and Site Architecture

Simple and logical URLs help both users and search engines:

• Use short, keyword-rich URLs
• Avoid dynamic parameters like ?id=1234
• Ensure your site structure is flat, not too deep (3-click rule)
• Maintain a clear internal linking structure

A good architecture improves crawl depth and user engagement.

7. Technical Monitoring Tools

Here are essential tools to keep your technical SEO in check:

• Google Search Console – monitor indexing, crawl errors, performance
• Screaming Frog SEO Spider – detailed site crawls and technical audits
• Ahrefs / SEMrush Site Audit – identify technical and SEO errors
• GTmetrix / WebPageTest – for performance diagnostics

Struggling with technical issues on your website? At FavFly, our technical SEO experts can audit, fix, and optimize your site for maximum search engine visibility.

Plan your SEO strategy in a few simple steps!

We believe you have realized how much SEO is important for your small business. Now you are wondering how to implement that, right?

Here's a quick summary of the steps for SEO:

1. Create an SEO-friendly Website

Start performing SEO on your website little by little. You can see if those SEO tactics work on your site. Then modify your SEO approach according to that.

Start by making your website technically sound and mobile-optimized. Ensure:

• Your site loads fast and is mobile-first
• HTTPS is enabled
• Core Web Vitals are within ideal thresholds📌 Use tools like Google Search Console, Screaming Frog, and PageSpeed Insights.

2. Do Smart Keyword Research and Content Mapping

Understand what your customers are searching for. Use updated tools like:

• Google Keyword Planner
• Ahrefs, SEMrush, or Ubersuggest
• AlsoAsked and AnswerThePublic for user intent

Then, create content clusters around high-value keywords, with a focus on helpful, experience-backed information.

3. Align with EEAT Guidelines

Google now emphasizes Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) more than ever.
🔍 To build EEAT:

• Add real author bios with credentials
• Include first-hand experience in your content
• Get featured on trusted sites and collect positive reviews
• Keep your “About” and “Contact” pages transparent and up to date

4. Leverage SEO Automation Tools

SEO is evolving fast, let automation handle repetitive tasks:

• Surfer SEO: For content optimization
• RankMath or Yoast SEO: For WordPress SEO automation
• Zapier + Google Sheets: For reporting
• Screaming Frog / Sitebulb: For regular audits

These tools can free up time and help you focus on strategy and content.

5. Track Your SEO KPIs Consistently

SEO without measurement is like flying blind. Monitor:

• Organic traffic (via Google Analytics 4)
• Keyword rankings (via Ahrefs/SEMrush)
• Click-through rate (CTR)
• Bounce rate & average session duration
• Conversion rate from organic sources
• Number of referring domains (backlinks)

🧭 Create monthly SEO dashboards to track trends, identify wins, and adjust strategies.

6. Stay Updated and Keep Improving

SEO in 2025 is dynamic. Algorithm updates, AI changes, and SERP shifts happen constantly.
Stay updated by:

• Following Google’s Search Central Blog
• Joining SEO newsletters and LinkedIn groups
• Regularly updating old content with fresh stats, visuals, and answers

As a beginner, it all may sound intimidating. You are maybe clueless about how to start. SEO is not a one-time fix; it's a continual process of testing, adapting, and growing. Contact FavFly, SEO expert in kolkata to kick start your SEO journey today. Get a planned SEO strategy especially customized for your business!

Final Thoughts: What Is SEO and How It Works in 2025

By now, you should have a clear idea of what SEO is, how it works, and why it’s crucial for digital success, especially in a competitive landscape like 2025.

But remember this:

Great SEO starts with genuinely helping users.

If your content answers real questions, your website is technically clean, and your reputation is trustworthy, Google will reward you over time.

You may not see results overnight, but with consistency, the benefits compound. More visibility. More traffic. More conversions.

🎯 Need a tailored SEO plan? Our team at FavFly specializes in SEO for small businesses in Kolkata and beyond. Let us help you grow with smart, ethical, and results-driven strategies.