Search engine optimization (SEO) is the process in which a marketer tries to gain visibility about their brand on a search engine's results page. Typically, higher ranked and more frequented pages will rank higher on a page.
Marketers will optimize a website for SEO purposes with inbound links, relevant keywords, and making it easier for search engines to look at the pages. Search engine optimization requires a combination of optimizing both on-page and off-page factors.
SEO can be measured using metrics like domain authority, page authority, and number of inbound links. This is considered one of the most important components of an search engine marketing (SEM) campaign, and requires its own, well devised strategy to be effective.
Why is SEO important?
Search engine optimization is important to marketers because it helps to target the audience they are trying to market to affecting the overall traffic and brand awareness.
Using SEO tactics involves adding relevant keywords to their website and content, obtaining inbound links through influential content, such as earned media or guest posts to increase brand influence.
Marketers optimizing for search engines can gain easy exposure by seeing what potential leads are searching for when they have questions about something that relates to their product or brand.