Search Engine Optimisation (SEO) is the practice of increasing the number and quality of visitors to a website by improving rankings in the algorithmic search engine results.
Research shows that websites on the first page of Google receive almost 95% of clicks, and studies show that results that appear higher up the page receive an increased click through rate (CTR), and more traffic. There are also various other listings that can appear in the Google search results, such as map listings, videos, the knowledge graph and more. SEO can include improving visibility in these result sets as well.
How Does SEO Work?
Google (and Bing, which also power Yahoo search results) score their search results largely based upon relevancy and authority of pages it has crawled and included in its web index, to a users query to provide the best answer. SEO, therefore, involves making sure a website is accessible, technically sound, uses words that people type into the search engines, and provides an excellent user experience, with useful and high quality, expert content that helps answers the user’s query.
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