Search Engine Optimization (SEO)

SEO stands for search engine optimization. In simple terms, SEO means the process of improving your website to increase its visibility in Google, Microsoft Bing, and other search engines whenever people search for:

• Products you sell.
• Services you provide.
• Information on topics in which you have deep expertise and/or experience.

The better visibility your pages have in search results, the more likely you are to be found and clicked on. Ultimately, the goal of search engine optimization is to help attract website visitors who will become customers, clients or an audience that keeps coming back.

Why is SEO important?

SEO is a critical marketing channel. First, and foremost: organic search delivers 53% of all website traffic.

That’s one big reason why the global SEO industry is forecast to reach a staggering $122.11 billion by 2028. SEO drives real business results for brands, businesses and organizations of all sizes.

Whenever people want to go somewhere, do something, find information, research or buy a product/service – their journey typically begins with a search.

But today, search is incredibly fragmented. Users may search on traditional web search engines (e.g., Google, Microsoft Bing), social platforms (e.g., YouTube,) or retailer websites (e.g., Amazon).

Types of SEO

There are three types of SEO:

• Technical SEO: Optimizing the technical aspects of a website.
• On-site SEO: Optimizing the content on a website for users and search engines.
• Off-site SEO: Creating brand assets (e.g., people, marks, values, vision, slogans, catchphrases, colors) and doing things that will ultimately enhance brand awareness and recognition (i.e., demonstrating and growing its expertise, authority and trustworthiness) and demand generation.

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