What Is Search Engine Optimization?

The art and science of getting pages to rank higher in search engines like Google is known as search engine optimization (SEO). Because search is one of the most common ways for individuals to get information online, ranking higher in search engines can result in more visitors to a website.

In Google and other search engines, the results page often features paid adverts at the top of the page, followed by the usual results or what search marketers term the "organic search results". Traffic that comes via SEO is generally referred to as "organic search traffic" to separate it from traffic that comes through paid search.

Benefits of SEO

Because search is one of the primary ways that users traverse the web, search engine optimization is an important aspect of online marketing. In 2014, approximately 2.5 trillion queries were made using search engines like Google, Bing, Yahoo, Baidu, and Yandex around the world.

Search results are presented in an ordered list, and the higher a site can rank on that list, the more visitors it will receive. For example, the top result for a normal search query will receive 40-60% of the overall traffic for that query, whereas the second and third results will receive much less traffic.

As a result, many organisations and website owners may attempt to manipulate search results so that their site ranks better than their competitors on the search results page (SERP). This is where search engine optimization (SEO) comes in.

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