Search Engine Optimization

Search engine optimization is the art and science of optimizing web pages for search engines such as Google. Since search has become the primary way in which people find information online, search engine optimization can lead to an increase in traffic to a website.

In Google and other search engines, the results page often features paid ads at the top of the page. Traffic that comes through SEO is referred to as "organic search" to differentiate it from paid search traffic. Paid search is frequently referred to as pay-per-click (PPC) or search engine marketing (SEM).

The Value Of SEO

Search engine optimization is the process of improving a website's visibility in search engine results pages (SERPs) to increase traffic to the site. With over 2.5 trillion searches conducted in 2014, search engine optimization is the primary means by which users discover websites.

Search results are displayed in an ordered list, and the higher up on that list a website is, the more traffic that site will receive. For example, in the case of sites which have similar names but are not found at the top of search engine's search results, they typically receive far less traffic than they would if their name were listed higher up on the page.

Only a small percentage of searchers click beyond the first page of search results. As a result, many businesses and websites will try to manipulate their search engine rankings so that they show up higher on the SERP than their competitors.

How Does Search Engine Optimization Work?

Search engines like Google use complex algorithms to determine what pages you see in search results. Through a variety of factors, these algorithms rank pages based on relevancy. This means that pages that Google deems relevant are shown higher in the search results, even if the page is not the most visited.

Links from other sites are an important part of a site's ranking. If you want to end up on the first page in search engines, then you need to get links from many different sources. These links will give your pages the needed credibility and authority that search engines will be looking for.

In addition to using keywords, search engines also analyze content on websites. They use the words and phrases that are used in the body of the web pages and determine if it is relevant for the keywords that potential users are searching for. SEO is the process of creating content which is targeted towards the keywords that potential users are searching for.

The third core component of online marketing is search engine optimization. Both the content and the architecture of a website can affect how a search engine determines which pages to rank. To improve the ranking of a webpage, it is important to include relevant keywords in the title, URL, and headers of the page.

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