Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine’s unpaid results. It is a way to increase the quantity and quality of traffic to a website from search engines through organic (non-paid) search results. SEO involves making technical and creative changes to a website to make it more attractive to search engines and improve its ranking for specific keywords or phrases.

The goal of SEO is to improve a website’s ranking on the search engine results page (SERP) for relevant keywords and phrases. The higher a website ranks on the SERP, the more likely it is to be visited by users.

There are several key factors that are considered by search engines when determining a website’s ranking, including:

  • Relevance: The relevance of a website’s content to the keywords being searched.
  • Authority: The trust and credibility of a website, as determined by the number and quality of external links pointing to it.
  • Technical: The technical aspects of a website, such as its structure, mobile-friendliness, and load speed.

To improve SEO, businesses can take several steps, such as:

  • Researching and using relevant keywords in website content, meta tags, and alt tags
  • Building high-quality backlinks
  • Optimizing website structure, design, and speed
  • Creating high-quality, engaging, and shareable content
  • Making sure the website is mobile friendly
  • Using analytics tools to track and measure the progress

SEO is an ongoing process and it’s important to keep track of the algorithm changes to adapt the strategy accordingly.