Search Engine Optimization
What is Search Engine Optimization?
Search Engine Optimization, or SEO, refers to designing and maintaining a website so that search engines will be able to understand what information is found on the website, and the engine can accurately recommend the website to users when they complete a search.
SEO is about increasing the quantity and quality of traffic to a website through organic search results.
- Quantity of traffic – this refers to increasing the number of people that are visiting the site
- Quality of traffic – this refers to attracting visitors to the website who are genuinely interested in the information found there
- Organic results – advertisements and promotional materials make up a significant portion of search engine result pages (SERPs); organic traffic is any traffic that the website’s owners don’t have to pay for
See this screenshot of the SERP when searching ‘flight to Toronto’ – the first two results (outlined in red) are advertisements and promotional content (companies pay Google to show their results first); the first organic search result that appears is outlined in green.