SEO is an acronym for Search Engine Optimisation. In general terms, it refers to the processes and techniques that are used by practitioners to improve a website’s visibility in the results pages a search engine provides. These results pages are displayed when people use search engines, such as Google and Bing, to find information about a business’ products and services. Studies have shown that the higher in the results pages a business’ webpage is listed, the higher the likelihood it will be visited by potential customers. SEO helps a business to improve the visibility of its website and thus makes it more likely to attract prospective customers and increase sales. Because of the competitive nature of the digital marketing space, SEO has become a necessity in ensuring the highest position for a website in search results.
Today, searches are the principal source of traffic for business websites when customers are looking for information about products and services. This is why SEO is such a fundamental aspect of digital marketing; people conduct trillions of searches daily and it’s important for businesses to understand when the search involves a potential purchase. SEO enables a business to improve its visibility and ranking in search results which can have a marked impact on its sales and profitability.