Introduction to search engine optimization

Updated: Sep 3, 2019

Search Engine Optimization (SEO) consist of the set of practices used for optimizing a website for increased high visibility and relevancy in search engine rankings and getting traffic.


A number of distortion exist about Search Engine Optimization (SEO) — that it is entirely the result of guesswork, or that it is a “dark art” impossible to understand, let alone master. Others equate Search Engine Optimization (SEO) with the all-too-common practice of cramming your site with lists of disjointed keywords — an unscrupulous tactic that while effective initially, may get you banned from respectable search engine results.


The materiality is that the basic rules of SEO are not only clear and easy to understand, but they are also essential for building a successful web presence for your business or organization. If SEO is done early and done well, it can be the most cost and time efficient stage of building your website. And importantly, SEO has numerous intersections with the rules of usability and accessibility in web development. By investing the time and money resources to properly optimize your website for search engine rankings, you will ensure that your end result is a highly visible, easily navigable, and reachable website.


Most important to consider in Search Engine Optimization (SEO) is that search engine results must be viewed as a competition. Unlike a certification, in which anyone who receives a passing grade becomes certified, the only way to get a top search engine result is to knock off every other competitor for that term. This is not an easy task.


All website require to be properly optimized to stand a chance to obtain, and then hold, a top search engine results page (SERP) result when users search for keywords that explain the services, products, or information on your website. Even if your website attains top placement, it must be continually monitored and re-optimized, as placement at the top of the SERPs for popular phrases is extremely competitive. Many of your competitors will be monitoring their respective SERP, and if they see you have moved ahead of them, they will make changes in an attempt to knock you from your spot!


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