SEO (Search Engine Optimization) is the process used to optimize a website's technical configuration, content relevance and link popularity so its pages can become easily findable, more relevant and popular towards user search queries, and as a consequence, search engines rank them better.
In Google and other search engines, the results page often features paid ads at the top of the page, followed by the regular results or what search marketers call the "organic search results". Traffic that comes via SEO is often referred to as "organic search traffic" to differentiate it from traffic that comes through paid search. Paid search is often referred to as search engine marketing (SEM) or pay-per-click (PPC).
Search engines recommend SEO efforts that benefit both the user search experience and page’s ranking, by featuring content that fulfills user search needs. This includes the use of relevant keywords in titles, meta descriptions, and headlines (H1), featuring descriptive URLs with keywords rather than strings of numbers, and schema markup to specify the page's content meaning, among other SEO best practices.
Search engine optimization (SEO) is the practice of orienting your website to rank higher on a search engine results page (SERP) so that you receive more traffic. The aim is typically to rank on the first page of Google results for search terms that mean the most to your target audience. So, SEO is as much about understanding the wants and needs of your audience as it is about the technical nature of how to configure your website.
To put it simply, SEO can be a massive source of traffic for your website. Over 83.9 billion people visited Google.com in April 2023 alone. That’s a staggering number of people, and even a tiny fraction of them could make a huge difference to your business.
It’s also the biggest source of traffic for most websites, with over 60 percent coming from search engines. Businesses don’t have to pay for that traffic, either. Unlike paid ads, whether that’s PPC ads on search engines or ads on social media platforms, businesses continue to see rewards from SEO long after they’ve invested in link-building campaigns or created great content.
When it comes to optimizing your website for Google, there are three equally important types of SEO you need to do: on-page SEO, off-page SEO, and technical SEO.
There’s more than one way to optimize your website’s presence in search engines. Most people will use one of two main approaches: Black hat SEO and White hat SEO.
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