What is SEO and How it Works?

Search engine optimization (SEO) is the practice of enhancing websites or online content so search engines such as Google will place them closer to the top of search results when relevant queries come in. SEO is an integral component of digital marketing that can have a major effect on a business’ success or failure.

SEO’s goal is to draw visitors to websites who may eventually become customers or clients or simply become returning audience members. SEO is an inbound marketing tactic and works wonderfully well when combined with other forms of digital promotion such as pay-per-click (PPC) ads and social media promotion.

SEO involves many elements, with specifics dependent on an industry or market. Local SEO, for instance, entails optimizing websites and online content for local organic search engine results; news SEO involves increasing its visibility across platforms like Google Discover, Top Stories and News as well as best practices related to paywalls, section pages and news-specific structured data markup.

SEO requires several components working in tandem for pages or sites to rank well for certain keywords. Links provide search engines with votes of trust from other websites; the more quality and relevant links a page has, the higher its rank will be for any given query. Next is content production on pages themselves – this includes words on each page that relate directly or indirectly to its target keyword query as well as how these keywords appear elsewhere on a website.

Finally, the structure of a page is an essential factor to keep in mind when optimizing its performance on search engines. This includes details like its URL and title tag as well as how its content is organized internally – for instance using breadcrumbs can help search engines understand where each page fits into a larger website context.

All these elements combine into an intricate formula that determines which pages appear in search results for which queries, making it hard to predict how exactly SEO will change over time; that’s why businesses should have dedicated teams working on their SEO on an ongoing basis.

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