Search engine optimization(SEO) is the process of affecting the onlinevisibilityof awebsiteor aweb pagein aweb search engine's unpaid results—often referred to as "natural", "organic", or "earned" results. In general, the earlier (or higher ranked on the search results page), and more frequently a website appears in the search results list, the more visitors it will receive from the search engine's users; these visitors can then be converted into customers.
SEO may target different kinds of search, includingimage search,video search,academic search,news search, and industry-specificvertical searchengines. SEO differs fromlocal search engine optimization in that the latter is focused on optimizing a business' online presence so that its web pages will be displayed by search engines when a user enters alocal searchfor its products or services. The former instead is more focused on national or international searches.
As anInternet marketingstrategy, SEO considers how search engines work, the computer programmedalgorithmswhich dictate search engine behavior, what people search for, the actual search terms orkeywordstyped into search engines, and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, adding content, doingHTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to theindexing activitiesof search engines. Promoting a site to increase the number ofbacklinks, or inbound links is another SEO tactic. By May 2015,mobile searchhad surpassed desktop search.In 2015, it was reported thatGoogleis developing and promoting mobile search as a key feature of future products. In response, many brands are beginning to take a different approach to their Internet marketing strategies.
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