What is Search Engine Optimisation?

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 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 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.


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