The contents that are being uploaded on the internet is increasing exponentially each day and the need to sort and filter the content and rank them to cater to the need of the user is also increasing day by day. Search Engine Optimization (SEO) refers to the process of obtaining organic, unpaid traffic to a website from the search engine results page by optimizing the website to drive traffic organically. SEO involves making design and content changes to websites so that they can the contents on the website become more appealing to search engines like Google, Bing, DuckDuckGo so that they can get a higher ranking on these search engines in an organic fashion.

SEO enables the websites to cater to their targeted audiences with the help of search engines so that the users on the search engine can receive accurate and relevant results while using search engines to search for contents on the internet. Search engines crawl and scan websites constantly to gain an understanding of the content on the website to provide users with relevant search results based on user queries. These search engines also take the functionality and design of the website in account with the ease of use and manoeuvring around the website as the basis. The websites which meet all these criteria and are user-friendly are granted with a higher score so that they can rank better in the website ranking resulting in the contents from those websites to rank higher in the organic search result based on the user query.

Websites can use various SEO techniques to gain a higher ranking in these search results so that they can drive organic and relevant user traffic to their websites. SEO enables websites to reach their targeted audience with ease while driving organic traffic to their website without having to pay for any sort of advertisements. The quality and relevancy of the content help websites to rank higher in the search engine ranking and the conversation and overall aesthetic of the website helps to make sure the user spends more time on the website interacting with the contents on the website which helps to highlight the impact of SEO on websites to drive organic traffic to that particular website.

Search engines are the primary way to drive organic traffic to a website and SEO enables to make use of the search engine platform to increase the traffic to a website and enable the business to grow. SEO helps to gain a stamp of validation from search engines which help to cater to the targeted audience of the website and cater to the needs of the users.

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