Search Engine Optimization, commonly known as SEO, refers to actions taken to ensure your website is visible to search engines. Improving the SEO visibility of your website helps to ensure you can be found online, and therefore makes it more likely your website will appear in search results.
Google, Bing and other search engines crawl the pages on your website and analyze the information using hundreds of ranking factors to determine which pages should appear in which search results. The search algorithm is designed to ensure that a relevant result is returned to the searcher based on their inquiry. The process of optimizing your site allows you to inform the search engine of your products and services.
SEO tactics include intuitive page architecture, ensuring that the subject of the page is clearly defined in headlines and sub-headers, and includes relevant, keyword-rich content and images. But SEO isn’t just about your website – you need to ensure that your business information is up-to-date across the web.
SEO is considered a long-term process that builds and evolves as your site rank increases over time.