The primary goal of SEO is to increase organic (non-paid) traffic to a website by obtaining higher rankings in search engine results. When a website ranks higher in search results, it is more likely to attract clicks from users, leading to increased visibility, website traffic, and potential conversions.

SEO encompasses a wide range of activities, including:

1. Keyword Research. Identifying the keywords and phrases that users are searching for and strategically incorporating them into the website's content.

2. On-Page Optimization. Optimizing various elements on a webpage, such as title tags, meta descriptions, headings, and content, to make them more relevant to search queries.

3. Technical SEO. Ensuring that the website is accessible to search engine crawlers, optimizing website speed, improving mobile-friendliness, and implementing structured data markup.

4. Off-Page Optimization. Building high-quality backlinks from other reputable websites to improve the website's authority and credibility.

5. Content Creation. Creating high-quality, relevant, and engaging content that satisfies user search intent and attracts organic traffic.

6. User Experience. Enhancing the overall user experience on the website, including ease of navigation, intuitive design, fast loading times, and mobile responsiveness.

7. Analytics and Reporting. Monitoring and analyzing website performance using tools like Google Analytics to track keyword rankings, traffic sources, user behaviour, and conversions.

SEO practices are guided by search engine algorithms, which determine how search engines crawl, index, and rank websites. Major search engines like Google regularly update their algorithms to provide users with the most relevant and high-quality search results.

It's important to note that SEO is an ongoing process and requires continuous monitoring, adjustment, and optimization to maintain and improve search engine rankings. Effective SEO practices can help businesses increase their online visibility, attract targeted traffic, and achieve their marketing goals.

 

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For more information on this topic, refer to our What is SEO academy article.

To better understand SEO and what is involved, see our comprehensive SEO 101 Basics guide.