SEO, short for Search Engine Optimisation, is the practice of optimising a website to improve its visibility and ranking on search engine results pages (SERPs). In simpler terms, it is the process of making changes to a website’s content and structure to make it more appealing to search engines like Google and Bing, which can increase the website’s chances of ranking higher in search results when a user types in a related query.

Search engines use complex algorithms to determine which websites should appear at the top of search results. These algorithms take into account a range of factors, such as the relevance of the website’s content to the search query, the quality and quantity of backlinks pointing to the site, and the user experience of the site.

SEO involves optimising a website in a way that aligns with these algorithms and factors, so that the website can rank higher in search results for relevant keywords and phrases. SEO is not a one-time process, but a continuous effort to improve a website’s ranking and visibility over time.

There are two primary types of SEO: On-page SEO and Off-page SEO. On-page SEO refers to the optimisation of the content and structure of a website itself, including optimising meta descriptions, title tags, headers, and other elements. Off-page SEO, on the other hand, focuses on improving the website’s authority and credibility by building high-quality backlinks and increasing engagement on social media.

SEO is important for businesses of all sizes because it can increase website traffic, leads, and conversions. By optimising a website for search engines, businesses can reach a wider audience and attract more potential customers. Additionally, SEO can provide long-term benefits, as the results of effective SEO can continue to improve over time.

In conclusion, SEO is a crucial part of any online marketing strategy. It involves optimising a website’s content and structure to improve its visibility and ranking on search engine results pages. By doing so, businesses can attract more potential customers and improve their online presence over time.