SEARCH ENGINE OPTIMIZATION
A guide for understanding SEO, and how to land your website closer to the top of search queries.
BY STEPHANIE SIBILLE
Search engine optimization—SEO, for short—is a key component in helping potential customers find any business with a website online. SEO is technical in nature, but it is necessary to understand the basics.
ing one’s website to get to the top of Google or other search engine rankings through what’s called organic search. While some companies pay Google to rank their websites higher than others (i.e., paid search), SEO aims to get one’s website ranked highly without having to pay advertising dollars to the top search engines, making it an appealing strategy.
But like any technology-based mar - keting tool, it’s more complicated than that. Algorithms change, consumer behavior changes, and the technology behind websites is constantly being updated, whether you realize it or not. Further complicating things, search engines have also recently started to integrate artificial intelligence (AI) tools into their search results. You may have
For those unfamiliar with the con - cept, SEO is the practice of leverag -
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