Search engine optimisation (SEO) is one element of digital strategy – the part that’s concerned with making your content look good to search engines. This is important for any business that wants to capture its share of the 3.5 billion searches that start on Google every single day.

However, not all website traffic comes from search engines. Online audiences also read email, watch videos, browse social media, read white papers… and the list goes on.

A digital marketing strategy incorporates SEO strategy along with content and other online marketing strategies. Its job is to ensure that not only do the right people end up on your website, but that they also engage with your content and convert once they get there.