What is Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is the practice of increasing both the quality and quantity of “organic” (unpaid) traffic to a website by improving its ranking in the indexes of search engines such as Google, Bing, and Yahoo. SEO involves optimizing website content, structure, and technical elements to make it more accessible and relevant to search engines and users.
SEO became a recognized discipline in the late 1990s as search engines grew in popularity and the competition for online visibility increased. It is an ongoing process, as search engine algorithms and user behaviors continually evolve. SEO is applied across all digital platforms that are indexed by search engines, including websites, blogs, e-commerce stores, and other forms of online presence. It is particularly crucial for platforms that rely on search engine traffic for growth and engagement.
SEO is achieved through several strategies:
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On-page SEO: Optimizing website content, HTML tags, metadata, and internal linking to improve relevance and user experience.
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Off-page SEO: Building high-quality backlinks and engaging with external platforms to increase authority and trustworthiness.
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Technical SEO: Enhancing site speed, mobile-friendliness, crawlability, and overall technical health to ensure search engines can effectively index the site.
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Content optimization: Using relevant keywords, creating valuable content, and ensuring information matches user intent.
Why is SEO important?
SEO is essential because a higher ranking in search engine results pages (SERPs) leads to greater visibility, increased website traffic, and more opportunities for conversions or engagement. The majority of clicks go to the top results, making SEO a critical strategy for digital success1.
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