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Search engine optimization is the process of improving the visibility of a website on organic (‘natural’ or un-paid) search engine result pages (SERPs). This is accomplished through implementation of search engine friendly website architecture, optimized internal navigation and link landscape, as well as optimization of the content (comprised, at a minimum, of readability & usability improvements, and grammatical corrections). SEO is as much art as it is science, but at its core, it is the discipline of making user-friendly & useful content understandable and easily digestible for search engines.
Search engine optimization, when properly executed, can be profitable and sustainable. To be successful, an SEO service should consist of technical optimization, on-page optimization (content development, user-experience evaluation and improvements, and internal link optimization), and link outreach–the link outreach should only happen once link-worthy content (textual or otherwise) has been identified or created. The conceptually simple process of search engine optimization can become a daunting task.
To summarize, SEO is the practice of increasing the number and quality of visitors to a website by improving rankings in the algorithmic search engine results.
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