Search Engine Optimization or SEO is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine on thier Search Engine Results Pages or (SERPS). SEO refers to the improvement of unpaid results, and excludes direct traffic/visitors and the purchase of paid placement

Search Engine Optimization or SEO is often referred to as natural, organic, earned, or unpaid search results. Typically, the higher a site is ranked on SERP’s, the more frequently the site appears, and the more traffic it will receive.

The Benifits of Search Engine Optimization

Search engine optimization is a key part of online marketing because search is one of the primary ways that users navigate the web.

Search results are presented in an ordered list, and the higher up on that list a site can get, the more traffic the site will tend to receive. For example, for a typical search query, the number one result will receive 40-60% of the total traffic for that query, with the number two and three results receiving significantly less traffic. Only 2-3% of searchers click beyond the first page of search results. Thus, even a small improvement in search engine rankings can result in a website receiving much more traffic and potentially more business.

Because of this, many businesses and website owners will try to manipulate the search results so that their site shows up higher on the search results page (SERP) than their competitors. This is where SEO comes in.

SEO that targets different kinds of search including images, video, social media profiles, tweets, etc. is often referred to as Digital Asset Optimization or (DOA).

Google’s Matt Cutts:

There are 2 main pillars of SEO, on-site SEO, and off-site SEO

On-Site SEO

Google’s Page Rank Factors are examples of On-Site SEO factors. For example, using proper titles, good descriptions, well-formatted URLs, correct use of H1, H2, tagging images, are all on-site SEO factors.

Off-site SEO

Google’s Domain Authority Ranking Factors are examples of Off-site SEO factors. Off-site SEO factors can be illustrated by the number of links a website has coming in, along with the quality of those links.

Link Building is the process of systematically building backlinks or pathways back to a website.

Google’s Matt Cutts

A variety of methods can increase the prominence of a webpage within the search engine results pages (SERP’s).

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