The internet is growing at an explosive rate. More and more websites are being hosted every day hence increasing the competition for visibility. Take for instance an example of an online business offering a certain product or service for sale. Such a business will need a website in order to have a web presence. However, this web presence also needs to have enough visibility in order to make sales and this is where SEO comes in.
SEO is a short form for search engine optimization. It refers to the process of carefully analyzing the structure and content of a site and making changes to this content so that it ranks highly in search engine results pages. This way, the site gets to enjoy more organic traffic which is much cheaper than paid traffic.
Search engine optimization is the process of trying to rank a page higher by optimizing the content and other properties of the website. This is usually done by including keywords in the content as well as other places such as Meta tags and image descriptions. Once a website has been optimized for search engines, a search bot scrapes the content of the website and adds it to its index. From then on, this website will be ranked higher than other competing sites thanks to the comprehensive SEO work done.
There are some other forms of SEO which are usually frowned upon and discouraged by search engines. These methods are known as black hat SEO tactics. They involve doing underhand methods in order to rank a web page highly. For instance, someone may decide to leave text same color as the background in order to get bots reading the content but not human beings. Such websites are usually banned from search engines as a result of these practices so it is always a good idea to follow the recommended method of search engine optimization.
Ranking algorithms that are used by search engines also keep updating all the time. It is upon you as the owner or manager of the site, to make sure that the content is optimized to work with the changes in the algorithm. This way, you get to stay at the top of the search engine results even after changes to the searching algorithm.
In conclusion, search engine optimization is what makes the difference between an online business that will get a lot of customers and one which will barely get traffic to its site.