Search engine optimization (SEO) is the deliberate process of refining a website to improve its visibility and position on search engine results pages (SERPs). The objective of SEO is to enhance a website's organic visibility so that it becomes more accessible and pertinent to users conducting specific searches.
SEO encompasses a range of strategies and techniques, such as identifying relevant keywords, optimizing on-page elements like content and headings, ensuring a solid technical foundation for the website, building high-quality backlinks, creating valuable content, optimizing user experience, focusing on local searches for businesses, and continuously monitoring and adapting to performance metrics and user behavior.
The aim of SEO is to align a website with search engine algorithms, thus increasing its chances of ranking higher in relevant search queries. Achieving a higher ranking can lead to benefits like increased organic traffic, greater online visibility, and improved credibility for a brand. By adhering to SEO best practices and staying informed about changes in search engine algorithms, businesses can establish a robust online presence and attract valuable organic traffic over time.