What Is SEO?
SEO is a type of digital marketing that focuses specifically on driving a website higher in search results on sites such as Google, Yahoo!, and Bing. Search engines are the most common vehicle in bringing organic (non-paid) traffic to a website, which makes SEO highly competitive: A successful strategy can bring a business a high level of exposure, and an unsuccessful one can spell disaster.
Search engines can often see through an attempt to cater to the search engine instead of the user, and will rank the site lower as a result. This process, called cloaking, uses all the necessary key words and strategies to make a site look information-rich and valuable on the surface in order to attract attention, but doesn’t actually have value for the user.
How is SEO Accomplished?
The first search engines were relatively ineffective, as they couldn’t do much more than search for pages that included specific key words. Search engines have evolved over time, and are complex enough to use hundreds of factors in their algorithms.