Search engine optimization (SEO) is the practice of using keywords and other techniques to ensure a company’s website ranks high in search engine results (and therefore gets high volumes of visitor traffic). It is a form of online marketing.
Websites that are “optimized” and have high search engine rankings tend to:
- Use words and phrases (keywords) that are known to be heavily searched by users and help distinguish a company from its competitors
- Have pages that load quickly and work properly (e.g., no broken links or elements)
- Have other sites linking to them (which shows that their site is trustworthy)
- Refresh their content on a regular basis (which encourages other sites to link to it)