What is SEO and how does it work?

Defining Search Engine Optimization (SEO)

Let’s start by asking an obvious question: what exactly is SEO? Well, SEO stands for ‘Search Engine Optimization’, which is the process of getting traffic from free, organic, editorial, or natural search results in search engines. It aims to improve your website’s position in search results pages. Remember, the higher the website is listed, the more people will see it.
  • Good SEO involves many different activities, such as:
  • Identifying relevant keywords with good search traffic potential
  • Creating high-quality, useful content and optimizing it for search engines and for users
  • Including relevant links from high-quality sites
  • Measuring the results

These days, SEO is considered an essential marketing activity.

Differences between paid and organic search

Paid search results
Paid search results are essentially ads. With these, your placement is usually based on the amount you’re willing to bid for the ad’s placement, and other factors like the quality and impact of the ad.
You can do this through Google, Bing, Yahoo, or any other search provider with whom you can set up ads.
You can set up a targeted campaign to drive traffic to your website.
Note that if your site violates Google’s Terms of Service, you’ll get removed from search results entirely.
Paid search results usually show up first with an “ad” indicator.
Paid search results
Organic search results

Organic search results are unpaid results that come up organically. 

When someone Googles you, for instance, Google’s looking at that search query and determining which pages on the internet are reputable and relevant to your search. It then displays those results ranking them based on that relevance.

The top results get clicked most often.