Search engine optimization is a process that helps websites become more visible in organic or unpaid search engine results. It is an ongoing process of improving a website's content, structure, and overall visibility to search engines and users.
Search engine optimization begins with "keyword research", which is the process of finding the words and phrases that potential customers are typing into search engines when looking for the services and products a website offers. Once the keywords have been identified, the website's content is optimized for those words and phrases. This includes optimizing titles, headings, and meta descriptions and adding new content with relevant keywords.
The website's structure is also optimized for search engine crawlers. This includes paginating content where appropriate, adding proper microdata and ensuring internal links function correctly. In addition, each page is optimized for SEO by having the right keywords and meta tags and creating an effective title tag and URL structure. Content is regularly updated to ensure it remains relevant and engaging to search engine crawlers and users alike. Finally, the website is monitored for any potential performance issues impacting its ranking in major search engines.