Search engine optimization is the process of influencing a website’s visibility in a search engine’s (organic) results pages to make it appear higher in the results and more relevant to potential visitors. For the most part, the higher ranked or earlier in the results a website appears, the more hits it will receive from visitors thereby generating more site traffic. Companies invest in SEO in hopes that the increased traffic to their site will increase sales and revenue from advertising.
SEO is part of the larger internet/digital marketing strategy know as Search Engine Marketing (SEM). SEO takes many factors into consideration including: the inner working of search engines, what the public is searching for, specific search terms aka keywords that are searched for, preferred search engines amongst a target audience and more.
A large part of SEO takes place in the code of the website itself. The site must be optimized by editing/adding content, fixing any error or non-standard code in the HTML/CSS, through use of meta tag targeting specific keywords and more.
SEO is of increasing importance and is a full profession that has been steadily growing for years.