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What is Search Engine Optimisation?

Updated: Oct 18, 2022

Search engine optimization (SEO) is the process that helps in improving the quality and quantity of website traffic from search engines like Google, Bing, Yahoo. SEO provides organic traffic from SERPs or Search results to your website.

SEO is short form for “Search engine optimization”. It is a long-term marketing strategy employed in order to improve a websites visibility and organic search results in google and other global search engines. The main aim of SEO is to improve the visibility of your website so that it may attract more visitors, who are specifically looking for the product or services that you offer.

SEO accomplishes this by taking into consideration how these global search engines work and what people are actually searching for. Then, SEO specialists make the necessary changes to the website’s coding, content, links, etc. so that the site appears higher on SERPs (search engine results pages).

SEO is one of the most popular digital marketing strategies. It studies how search engines operate, their algorithms etc. It researches what people are searching for, search terms or keyword analysis to improve organic traffic. SEO helps a website receive more users from a search engine by helping the website rank higher on the search engine results page (SERP).

How does SEO work?

Search engines like Google and Bing utilise bots to crawl pages on the web. Every page and site is crawled by bots and information is collected for search engine indexing. The website which is indexed in a search engine is like a book in a big library. Whenever a user search for a query in the search engine, just like a librarian search engine provides them with the best possible information on SERPs.

This works using algorithms that analyze web pages in the index, using hundreds of ranking factors or strategies, determine the pages that should appear in the search results for a given query.

Why is SEO important for marketing?

SEO marketing is the practice of optimizing a website for Google search with the goal of earning higher web traffic levels and improving the visibility of the site. SEO marketing is a long-term strategy that focuses on building a relationship with Google and other search engines through providing quality content, optimizing webpages, and using keyword research to select appropriate terms. SEO marketing efforts can also include link building, which involves acquiring links from other websites back to your own. While SEO marketing requires patience and time to be effective, it can be a very powerful tool for driving traffic to your website. With the help of an experienced SEO marketer, you can see a significant increase in your website's traffic and visibility in search engines.

SEO is a vital part of digital marketing as people conduct trillions of searches every year, find information about products and services. Search engines are the main source of digital traffic for brands. Brand visibility and ranking higher in search results than your competition can give any business advantage.

SEO Benefits

Some benefits of SEO are that it is:

  1. Infinite – SEO will continue to bring targeted organic traffic to your website indefinitely after the initial investment

  2. Cost Effective – SEO is one of the most cost effective marketing strategies because it targets users who are actively searching for your products and services online.

  3. Measurable – SEO produces measurable results so you can track exactly how much traffic and leads SEO is generating for your business.

  4. Beneficial For All Business Sizes – SEO doesn’t discriminate. Whether you have a small business or a large enterprise, SEO can be beneficial for you.

  5. Helps Build Credibility And Trust – Because SEO leads to higher rankings in SERPs, it helps increase the trust and credibility users have in your brand. Consequently, this could also lead to increased conversions and sales.

In conclusion, SEO is an important tool for marketing as it helps improve a websites visibility organically which can lead to increased traffic, more conversions and sales, and improved credibility and trust.


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