SEO (search engine optimization) is a set of processes aimed at improving a website’s visibility in search engines, like Google, with the goal of getting more organic traffic. SEO is about fulfilling users’ search needs by creating relevant, high-quality content and providing the best possible user experience.

SEO activities can take place both on-site and off-site. That’s why you may often see SEO divided into “on-page” and ”off-page” categories. 

In practice, SEO typically involves:

• Keyword research
• Content creation and optimization
• Technical optimization
• Link building

Search engines help people find what they’re looking for online. Whether researching a product, looking for a restaurant, or booking a vacation, search engines are a common starting point when you need information. For business owners, they offer a valuable opportunity to direct relevant traffic to your website.

Search engine optimization (SEO) is the practice of orienting your website to rank higher on a search engine results page (SERP) so that you receive more traffic. The aim is typically to rank on the first page of Google results for search terms that mean the most to your target audience. So, SEO is as much about understanding the wants and needs of your audience as it is about the technical nature of how to configure your website.

Here are the basics.

How do search engines work?
Search engines provide results for any search query a user enters. To do so, they survey and “understand” the vast network of websites that make up the web. They run a sophisticated algorithm that determines what results to display for each search query.

Why SEO focuses on Google
To many people, the term “search engine” is synonymous with Google, which has about 83% of the global search engine market. Because Google is the dominant search engine, SEO typically revolves around what works best for Google. It’s useful to have a clear understanding of how Google works and why.