Internet searches are the new front doors for businesses. Searches bring more people to company websites than all other digital channels combined.
And because those visitors are on the hunt for products or services, they are often ready to buy. For example, 85% of retailers said that search engine marketing was the most effective tactic for generating new customers.
But if you want the benefits of that traffic, you’ll have to put in a little work.
That’s where Search Engine Optimization (SEO) comes in. SEO is the process of adapting your website to improve its ranking in the results for specific search terms.
While you’ll have to develop a strategy in order to get those clicks, the good news is that you don’t have to pay for this placement as you do with search advertising.
The Fundamentals of High Rankings
To understand SEO, you first need to understand how search engines work. Search engines like Google and Bing use complex, proprietary algorithms to determine which websites are most relevant to the words that users type into the search box. While there are many components to these algorithms, three of the most important are keywords, content and links.
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