SEO, short for Search Engine Optimisation, is the process of attracting traffic from the ‘editorial’, ‘natural’, ‘organic’ or ‘free’ results from search engines.
Recently developed into a marketing discipline, SEO focuses on how to create more visible non-paid search engine results. To drive (online) traffic, improve result rankings and increase the awareness in search engines both, creative and technical aspects are involved.
While in some cases, it matters how other websites are linked to you on the web. In some cases, SEO involves making sure that the structure of your site is such that the search engines are able to understand it.
Search engine optimisation is not merely creating websites that are understood by the search engines. They also have to make the website better for their users.
Search engines such as Bing, Google, and Yahoo currently drive the highest percentage of web traffic. And these are still the most popular method used by internet users to navigate, despite there being traffic directed from social media.