Search engine optimization (SEO) is the process of generating traffic to your website through organic search engine results. In other words, the goal of SEO is to increase your visibility to web users online by making it more attractive to search engines.

Search engines like Bing, Yahoo, and Google have primary search results. In other words, search engines rank webpages and its content – blog posts, videos, listings, and more – so that it displays the most relevant information to its users. Unlike paid search ads or pay-per-click ads, you can’t make payments to rank higher on search engines.

In order to display the most relevant content, search engines will crawl your website to know more about it. This helps search engines provide high quality and relevant content for the people who are searching for certain topics. Furthermore, they will also scan your website to see if it’s easy to navigate. As a result, user-friendly websites with great content will rank higher on the search engine results page (SERP).

With that said, website owners go through the process of search engine optimization to ensure that their site will rank higher for relevant keywords or keyword phrases, and therefore, improve online visibility, generate more traffic, and increase conversion rates.