What Is SEO?
Search Engine Optimisation (SEO) is the practice of increasing the number and quality of visitors to a website by improving rankings in the algorithmic search engine results.
Research shows that websites on the first page of Google receive almost 95% of clicks, and studies show that results that appear higher up the page receive an increased click through rate (CTR), and more traffic.
The algorithmic (‘natural’, ‘organic’, or ‘free’) search results are those that appear directly below the top pay-per-click adverts in Google, as highlighted below.
There are also various other listings that can appear in the Google search results, such as map listings, videos, the knowledge graph and more. SEO can include improving visibility in these result sets as well.
How Does SEO Work?
Google (and Bing, which also power Yahoo search results) score their search results largely based upon relevancy and authority of pages