SEO is the acronym for “search engine optimization.” It simply means the process of improving your site to increase its visibility for many specific searches. And the better visibility your pages have in search results, the more likely you are to gather more attention and attract prospective and existing customers to your business, if it's an E-commerce store. Inshort, the higher your site ranks, the more visible your business is, and the more traffic and sales your business is likely to generate and grow.
SEO works to show to search engines that your content is the best result for the given topic at hand, which you must’ve typed in the search engine. This is because all search engines have the same focused goal, that is to show the best and most relevant results to their users according to the searched query. Precisely how you do this depends on the search engine you’re optimizing for. Instead of storing copies of books, they store copies of different web pages. To give the user the best search engine experience in the least amount of time, is the primary goal how finally a SEO works.
SEO is a fundamental basic part of digital marketing because people conduct millions of searches every year, often with commercial intent to find information about various products and services. Search is often the primary source of digital traffic for brands and complements other marketing channels. Greater visibility and ranking higher in search results than your competitors can have a material impact on the bottom line.
However, the search results have been evolving over the past few years to give users more direct answers and information that is more likely to keep users on the results page instead of driving them to other websites. Features like rich results, which means designed to highlight key information and help search engines understand a page's purpose as accurately as possible and knowledge panels (information boxes that appear on Google for searching) in the search results can increase visibility and provide users more information about your company directly in the results.
Popular search engines like Google & Bing use bots (a computer program) to crawl pages on the web, going from site to site, collecting as much information as possible about those pages and putting them in an index. Next, algorithms analyze pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query.
Search ranking factors can be considered as a substitute for features of the user experience. For example, content quality and keyword research are key factors of content optimization, and crawlability and mobile-friendliness are important site architecture factors.
The search algorithms are designed to surface specific, authoritative pages and provide users with an efficient and up-to-date search experience. Optimizing the site and content with these factors in mind can help pages rank much higher in the search results.