Introduction

Search Engine Optimization, often referred to as SEO, is the art and science that improves the visibility of a web site or a web page in search engines via the “natural,” “unpaid,” “organic, or “algorithmic” search results.

Example of a typical Search Engine Results Page (SERP) that denotes paid and organic search:

SEO considers what people search for, the actual search terms or keywords typed into search engines, how search engines work, and which search engines are preferred by their targeted audience. There are no guarantees with SEO, but businesses cannot ignore the power of search engine marketing if they are going to effectively compete on the web.

SEO takes discipline, planning, and research before getting started. SEO is not one of those tasks done once because it requires ongoing monitoring and optimization as the algorithms are constantly changing how they evaluate web sites and display what ranks to the end user. Not to mention your competition wants improve their SEO results, and any changes you make to your site or contact could impact your performance in an organic search.