What is Search Engine Optimization and How Does it Work?

Search engine optimization (SEO) is the art and science of getting webpages to rank higher in search engines such as Google. It is a process of improving the quality and quantity of website traffic to a website or web page from search engines. SEO focuses on unpaid traffic (known as natural or organic results) rather than direct or paid traffic. SEO stands for “search engine optimization” and is the process used to optimize the technical configuration of a website, the relevance of the content and the popularity of links so that its pages can be easily found, more relevant and popular for users' search queries and, as a consequence, search engines rank them better.

Organic search is a search marketing channel that can be used as part of inbound marketing to increase website traffic. Understanding your target audience (also known as buyers) and what interests them is key to attracting relevant visitors to your website through search engines. It won't be easy, many companies compete to get to the first page of search results, let alone the number one long-searched result. Website owners recognized the value of high ranking and visibility in search engine results, which created an opportunity for black and white hat SEO professionals.

If you want to stay competitive, you have to invest in a winning search engine optimization strategy. When a user types or reads a query in the search box, the search engine uses complex algorithms to obtain what it believes to be the most accurate and useful list of results for that query. To avoid this, SEO engineers developed alternative techniques that replace unfollowed tags with obfuscated JavaScript and thus allow PageRank sculpting. Search engines try to rank the results of a given search based on their relevance to the topic and the quality and reliability that a site is considered to have.

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