While the concept of search engine optimization may seem complicated, it is a vital part of a website’s marketing strategy. It helps bring in free traffic to a website by ensuring that pages that meet a high quality standard appear at the top of SERPs. SEO works by convincing search engines to recommend your site’s content based on hundreds of ranking factors. For example, Google’s algorithm considers several hundred factors to determine where to display your page.
The process of determining where to rank a web page starts with creating a keyword-rich page. Search engine crawlers comb through the web, following internal and external links within and between sites. These crawlers look at the content of a web page, such as its title tag, headings, and URL, in order to build a comprehensive index of relevant pages and content. If your content is relevant to a keyword, you will rank higher.