SEO, which stands for search engine optimization, is a set of practices used to improve the visibility and ranking of web pages in organic search results. Organic search results are the unpaid listings on a search engine results page (SERP) that are determined by the search engine's organic ranking algorithms, and not by advertiser bids.
SEO is important because organic search is the primary way for people to discover and access online content. A good SEO strategy can help to improve the quality and quantity of traffic to your website by attracting high-quality visitors who are genuinely interested in the products, information, or other resources your site offers.
SEO works by using crawlers, also known as bots or spiders, to gather information about all the content they can find on the internet. The crawler starts from a known web page and follows internal links to pages within that site, as well as external links to pages on other sites. The content on those pages, plus the context of the links it followed, help the crawler understand what each page is about and how it's connected to other pages.
When a user enters a query into the search box, the search engine uses complex algorithms to provide the most accurate and useful results for that query. There are many factors that go into these algorithms, including the relevance and authority of the content, the user's location, and the device they are using. SEO experts use their understanding of these ranking factors to develop and implement search marketing strategies that prioritize user experience and employ non-manipulative ranking tactics.
While other digital marketing practices like CRO, PPC advertising, and social media management are related to SEO, they are generally outside the scope and definition of traditional search marketing.
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