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SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site to increase its visibility for relevant searches. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.
Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index. Next, algorithms analyze pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query.
Organic search refers to the search results of a search engine that cannot be influenced by paid advertising. Organic search results are ranked according to their relevance to the search term.
On-page SEO (also known as “on-site SEO”) is the practice of optimizing web page content for search engines and users. Common on-page SEO practices include optimizing title tags, content, internal links and URLs.
Link building is the practice of building one-way hyperlinks (also known as “backlinks”) to a website with the goal of improving search engine visibility. Common link building strategies include content marketing, building useful tools, email outreach, broken link building and public relations.
Website analysis is the practice of testing and analyzing a website's performance in relation to SEO, speed, competition, and traffic.
Any site can benefit from some form of website analysis if the results are then used to improve it—for example, by reducing page size to increase overall speed or optimizing a landing page with lots of traffic for more conversions.