Search Engine Optimization or SEO is the process and science of maximizing the visibility of websites in search engines. The word optimization is by using it in getting the ideal level of relevant traffic into one’s site.
This involves a lot more than one would have guessed, from the way that a site is structured, the manner in which it connects to other websites, to the words used in the main areas of the website.
SEO deals with improving the ‘organic’ or ‘natural’ results that a search engine generates for one’s website. The Term Organic here means are people just looking at your website without paying the search engine anything.
Although it is possible and necessary to generate traffic, get recognition and build interest for your website through social media, advertising, and other forms of traffic to attract visitors to a website, search engines are the backbone of any website’s publicity and visibility. This is due to two major reasons.
Firstly, search engines are the virtual highways through which the majority of internet traffic flows and finds its destinations.
According to Forbes magazine, at the end of 2013 Google made up 40% of all internet traffic. And that is just Google alone. So if a website is not doing well, it is missing out on the majority of the traffic internet.
Secondly, a quality needed in search engines is that visitors have interest in what a certain website has to offer.
These targeted visitors, that a search engine provides a website, are an indispensable component of success on the web and the growth of a website since they can be (and most are) a single major source of publicity, exposure, and revenue to a degree that no form of marketing can ever compensate for.
Thus, investing in Search Engine Optimization is crucial to the success of any internet progress due to the risks it possesses.
eMarketing Institute (2018). SEO: Search Engine Optimization Fundamentals. Available at https://www.emarketinginstitute.org/free-ebooks/seo-for-beginners/ (Downloaded: 16 January 2021).