Search Engine Optimization (SEO) is a process of optimising the website to get unpaid, organic traffic on the search engine results page. It is a tool to increase the visibility of the website to the users of a search engine. It works by considering the computer-programming algorithms that control the behaviour of the search engines. It helps by making certain changes to your website to make it more attractive to the search engines. Organisations want their websites to rank higher in a search result, and therefore to get more visitors on their websites. The visitors can in turn be converted into customers of the organisation.
Search engines use crawlers to scan the website to see what the website is about and by this they can figure out the relevance of a particular website in terms of the initiated search. It also makes note of the ease of navigation offered by the said website. User-friendly sites are given a higher rank on the results page. SEO is the tool that helps an organisation make sure that their website will get a higher rank by the search engine on the results page. SEO tries to look for the keywords and also the preferable search engines used to search a certain item on the internet. There are two different approaches taken by an SEO, black hat, and white hat SEO. Black hat SEO is used when an organisation wants to rank higher quickly and make quick money. They do not care about the visitors turning into customers. They just want to make their websites optimised only for the search engines. These types of websites are soon banned or blacklisted by the search engines. On the other hand, the white hat approach helps make the website optimised for the search engines and sustainable for long term user relationships. The content of the website is responsible not only in raising the rankings by the search engines but also in developing better connections with the visitors. SEO can be on-page and off-page. On-page SEO factors are the ones present on your website, that you have full control over. It is not just the content but also the layout and navigation on the website. The off-page SEO deals with the trust of the website among the users, the likes, and shares by the users. Though this is not in your hands explicitly, but, improving the quality of the website can help you on these fronts as well.
We should always keep in mind that search engine optimization takes time. Though, SEO depends on many factors, but, the most important factor is the quality and relevance of the content available on the website. Instead of making quick money by employing unethical means, we should look to make our website sustainable in the long run.