Search engine optimization (SEO) is the process of improving a websites visibility in search engine results pages (SERPs) to increase traffic. SEO involves optimizing a websites content, structure, and technical aspects to improve its ranking on search engines. The goal of SEO is to rank on the first page of Google results for search terms that are relevant to the target audience.
Search engines use algorithms to find web pages and decide which ones to rank for any given keyword. There are three steps to how search engines work: crawling, indexing, and ranking. There are more than 200 ranking signals that search engines use to sort and rank content, and they all fit under the three pillars of SEO: technical optimization, on-page optimization, and off-page optimization.
Some benefits of SEO include building trust and credibility, gaining organic website traffic, and contributing to a brands revenue growth and bottom line. SEO is a cost-effective digital marketing strategy that can generate a high return on investment (ROI) when done right.
In summary, SEO is a critical marketing channel that involves optimizing a website to increase its visibility in search engine results pages (SERPs) and attract website visitors who will become customers, clients, or an audience that keeps coming back.
