What is Search Engine Optimization (SEO)?

Search engine optimization, or SEO, is a collection of techniques for improving the appearance and positioning of web pages in organic search results. Because organic search is the most common way for people to find and access online material, an effective SEO plan is critical for increasing the quality and quantity of visitors to your site.

What is the significance of SEO?

Let's break down our concept of SEO into three elements to better comprehend its value:

The unpaid listings on a search engine results page (SERP) that the search engine has determined are most relevant to the user's query are known as organic search results. Ads (also known as PPC or pay-per-click ads) occupy a large section of many SERPs. Organic search results differ from paid search results in that they are ranked according to the search engine's organic ranking algorithms rather by advertiser bids. It is not possible to pay to have your page appear higher in organic search results.

Organic traffic  

quality refers to how relevant the user and their search query are to the information on your site. You can attract all the traffic in the world, but if they come to your site because Google tells them you're an Apple computer resource when you're actually a farmer selling apples, those visitors are likely to depart without converting. Only visitors who are really interested in the products, information or other resources your site provides are considered high-quality traffic. High-quality SEO takes advantage of the search engine's efforts to match a user's search intent to the SERP's web pages
.

Organic traffic volume

 the number of users who find your site through organic search results. Users are considerably more likely to click on search results that appear towards the top of the SERP, therefore it's critical to optimize your SEO strategy to rank relevant pages as high as possible. The more high-quality visitors you bring to your site, the more likely you are to see valuable conversions rise.

We recommend making a copy of, personalizing, and sharing this presentation on the basics and importance of SEO if you are an agency or in-house SEO searching for materials to teach your clients or company stakeholders about search marketing.



How does it work?

Crawlers, often known as bots or spiders, are used by search engines like Google and Bing to collect information on all the content they can locate on the internet. The crawler starts at a well-known online page and follows internal and external links to other sites' pages. The crawler can grasp what each website is about and how it's semantically connected to all of the other pages in the search engine's enormous database, called an index, thanks to the content on those pages and the context of the connections it followed.

When a user writes or voices a query into the search box, the search engine employs sophisticated algorithms to provide what it considers to be the most accurate and relevant set of results for that query. Web pages with text, news stories, photographs, videos, local company listings, and other more niche sorts of content are examples of organic results.

There are many aspects that go into the algorithms of search engines, and those factors are always changing to keep up with changing user behavior and breakthroughs in machine learning.

SEOs apply their knowledge of these ranking criteria to create and implement search marketing strategies that include on-page, off-page, and technological best practices. A company that wants to achieve and sustain high SERP ranks and, as a result, a lot of high-quality user traffic, should utilize a strategy that emphasizes the user experience, uses non-manipulative ranking techniques, and changes with search engines' and users' changing behavior.