What is search engine optimisation?

Search engine optimization^[1] (SEO) is the process of improving the quality and quantity of website traffic^[1] from search engines. It involves optimizing a website to rank higher in search engine results^[1] pages (SERPs) and therefore receive more visitors. SEO targets unpaid^[1] or organic traffic, which includes various types of searches like image search, video search, and news search. By understanding how search engines work^[1] and what people search for, website owners can optimize their websites to attract more traffic.

SEO has been around since the mid-1990s when webmasters began optimizing websites for search engines^[1]. Initially, webmasters only needed to submit^[1] their website's address or URL to search engines. However, as search engines evolved, they started using more complex algorithms to provide more relevant search results^[1]. This change was necessary because webmasters were manipulating rankings by using excessive or irrelevant keywords^[1]. Search engines adapted by developing more advanced ranking algorithms that considered various factors beyond keyword density.

There are two main categories of SEO techniques: white hat and black hat^[1]. White hat SEO^[1] follows search engine guidelines^[1] and focuses on creating valuable content for users. It aims to improve the user experience and make websites more accessible. In contrast, black hat SEO^[1] uses deceptive practices and manipulative techniques to improve^[1] rankings. These techniques are not approved by search engines and can result in penalties or bans.

Search engines utilize crawlers to find and index web pages for their search results. They consider a range of factors when crawling a site^[1], and not all pages are indexed. To avoid undesirable content in^[1] search indexes, webmasters can use the robots.txt^[1] file to instruct search engine crawlers on which pages or files to exclude from crawling.

The practice of SEO has evolved over the years, with search engines constantly updating their algorithms. Important updates include the introduction of mobile-first indexing, improvements in natural language processing^[1], and the implementation of BERT^[1] models for search queries. Google^[1], for example, frequently updates its algorithms, and webmasters need to adapt their SEO strategies to stay relevant and maintain high rankings.

Ultimately, the goal of SEO is to increase website visibility, attract more targeted traffic, and convert visitors into customers. It is an essential part of internet marketing and can be a cost-effective strategy compared to paid advertising. However, SEO is not suitable for every website, and other marketing strategies may be more effective depending on the goals of the site operator.

In conclusion, search engine optimization is a complex process that involves optimizing websites to rank higher in search engine results^[1]. It helps increase website traffic, attract targeted visitors, and improve the user experience. Despite its challenges and constant changes, SEO remains an important strategy for online businesses.