If you own a website or have a significant online presence, chances are you’ve heard of search engine optimization (SEO). But what exactly is it, and why does it matter? Put simply, SEO refers to the process of improving the visibility and ranking of a website in search engine results pages (SERPs). The higher a website appears in search results, the more traffic it is likely to receive. With over 80% of all online experiences beginning with a search engine query, it’s easy to see why SEO is crucial for businesses to succeed in the digital marketplace.

SEO encompasses a wide range of strategies and techniques aimed at improving a website’s ranking in search results. These strategies can be broken down into two main categories: on-page SEO and off-page SEO. On-page SEO refers to actions taken directly on a website to improve its ranking, such as optimizing page titles, meta descriptions, and content for targeted keywords. Off-page SEO, on the other hand, refers to actions taken outside of the website that can impact its ranking, such as link building and social media marketing.

One key aspect of SEO is keyword research. Before any on-page optimization can occur, it’s important to identify the keywords that people are searching for in relation to a specific business or industry. These keywords can then be incorporated into website content in order to boost its relevance and authority in the eyes of search engines. However, it’s important to use keywords in a natural, organic way – overusing them or “stuffing” them into content can actually harm a website’s ranking.

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