Search Engine Optimization (SEO) is the process of optimizing the online content so that it is redirected to a website or a webpage from search engines like Google, Bing, Yahoo, etc. It targets unpaid traffic (also known as organic traffic). It may originate from different kinds of searches, including image search, video search, academic search, news search, and industry-specific vertical engines. SEO is an ongoing process.

With each new algorithm update, search engines strive to provide users with the best, most relevant content. Sites that do not keep themselves updated lose their position quickly.

SEO increases the quality and quantity of website traffic

Everything that one searches on the internet is via search engines, and with more than 90% of the total search engine market share, Google has the biggest market share. With the right SEO techniques, search engines help in redirecting users to a particular website or webpage.

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Top positions on the Search Engine Result Pages (SERP) receive a majority of the impressions and clicks. Hence, ranking in the top positions helps increase significant amount of traffic to a website.

With the increasing usage of smartphones, there has been a significant rise in mobile searches. Google provides people with localized results, which helps boost small businesses. This also gives small businesses an opportunity to compete with larger businesses, provided that small businesses have the right SEO techniques in place.

SEO also focuses on creating informative and keyword-relevant title tags and meta descriptions, which help increase the click-through rate, ultimately increasing the web traffic.

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SEO increases brand awareness and authority

A website should have expert views and opinions, should be authoritative, and should also be trustworthy. If it fulfils this criterion, it has high chances of ranking. This also helps in building a brand.

A good SEO strategy involves maintaining engaging social media profiles, posting informative blog articles, securing backlinks from authoritative sites and seeking online customer reviews. These help in improve authority. And as the brand is more and more visible on the internet, it generates more brand awareness.