Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
As a human tendency, end users searching anything in the search engine tend to click the sites which appear on the top. The ranking of certain websites appearing on the top results in more traffic on those sites. This is enabled by the technique of SEO. It is a technique which helps search engines find and rank the company’s site higher than the millions of other sites in response to a search query by the end-users. It is basically on online method of marketing where some websites are promoted by using certain keywords in their content.
How does it work
This task is performed by a piece of software, called a crawler or a spider. As soon as anyone types a keyword in the search engine, it crawls through the Web, looking at particular site items and identifying the required key words. Spiders follow links from one page to another and index everything they find on their way.
To increase the visibility of their respective websites among billions of sites on same or similar topic, the digital marketing service provider make sure that they have carefully selected, relevant keywords and various other search engine friendly elements in the content of the site.
SEO is done by 2 basic approaches which are “on page SEO” and “off page SEO”. On page SEO is the process where marketing service provider of the website make sure to increase the visibility of the site by putting relevant keywords, suitable topics and detailed content related to the search. Off page SEO is a process of providing links in various other sites which have better visibility in SEO so that end-users are ultimately directed to the company’s site.
SEO is a part of broader topic of SEM which is used to describe all the marketing techniques for the search results. Practicing SEO basics, one can drastically improve the website’s ability to rank in the search engines organically.