Search engine optimization (SEO) is a marketing activity that increases the number of organic (unpaid) visitors to a website from search engines (Google, Bing, DuckDuckGo, Yahoo, etc.). The higher your website appears on the search results, the more likely a searcher will click to visit your website. SEO focuses on using various tactics and strategies to rank your website higher on the results page for keywords or phrases.
Everyone understands that when they Google something, such as “best SEO company in New York City,” they get a list of links to websites. However, many people don’t think about how Google sorted the list. It is not random.
Google uses an algorithm with 200+ factors to rank all the possible webpages for a search based on how well the website matches the user’s intent. A successful SEO company will target these factors for improvement, so Google sees the website as more authoritative on a topic, bumping it up in the ranks and driving more unpaid website traffic.