Search engine optimization is the art and science of ranking pages higher in search engines like Google (SEO). Because search is one of the most frequent ways for people to get information on the internet, a higher ranking in search engines can lead to more visitors to a website.

Paid advertising is frequently shown at the top of Google and other search engines’ results pages, followed by regular results, or “organic search results,” as search marketers refer to them. SEO traffic is usually referred to as “organic search traffic” to differentiate it from sponsored search traffic. Search engine marketing (SEM) or pay-per-click advertising are other terms for paid search (PPC).

The benefits of SEO

Search engine optimization is an important part of internet marketing because search is one of the key ways visitors navigate the web.

The higher a site may rank in the search results list, the more visits it will receive. For example, the top result for a typical search query will receive 40-60% of total traffic, while the second and third results will receive significantly less. Only a small percentage of people look past the first page of results. As a result, even little increases in search engine rankings can increase website visitors and revenue.

As a result, many businesses and website owners may try to manipulate search results so that their site appears higher in the search results than their competitors (SERP). This is where SEO (search engine optimization) comes into play.

What is SEO, and how does it work?

Search engines like Google use an algorithm or set of rules to choose which pages to show for any given query. These algorithms have evolved to be exceedingly intricate to determine the rankings of their SERPs, taking into account hundreds, if not thousands, of different ranking parameters. Search engines, on the other hand, use three important indicators to determine a site’s quality and where it should be ranked:

Links: Links from other websites play a significant role in determining a site’s rating in Google and other search engines. Because website owners are reluctant to link to low-quality sites, a link from another website could be taken as a vote of quality. In the view of search engines, areas that obtain links from a significant number of other sites gain authority (referred to by Google as “PageRank”), especially if the sites linking to them are similarly authoritative.

Content: In addition to links, search engines look at a webpage’s content to see if it’s relevant to a particular search query. A large part of SEO is creating content targeted toward the keywords that search engine users are looking for it.

The third and last major component of SEO is page structure. Because webpages are written in HTML, the HTML code’s design may impact how a search engine assesses a page. Site owners can improve their SEO by including significant keywords in their page titles, URLs, and headers and making sure their site is crawlable.

The search engine optimization strategy comprises changing each of these essential components of search engine algorithms to rank higher in search results.


The first step in improving a website’s search rankings is understanding how search engines work. Numerous SEO methods must be performed to optimize a site for search to increase its ranking:

Keyword research: The first step in SEO is to see what keywords a site already ranks for, what keywords competitors rank for, and other phrases potential consumers are searching for. They are finding out what search phrases people use in Google, and other search engines can help you decide what existing content to optimize and what new content to create.

Content marketing: Following the discovery of potential keywords, content marketing can commence. This can include both upgrading existing content and creating completely new ones. Because Google and other search engines favor high-quality content, it’s vital to do your research and write an engaging piece of content that provides a wonderful user experience and has a chance of ranking higher in search engine results. Good content is also more likely to be shared and linked to social media.