SEO is an optimisation and marketing mix. SEO marketeers focus on the 80% of the worldwide web that doesn’t pay the search engines for their page ranking. The aim is to increase 'Search Engine visibility' but to do so, adhering to the rules and stipulations set out by the search engines is a necessary requirement.
SEO marketing aims to influence web page rankings by utilising this non-paid for, 80% of the web. This is often referred to as organic listings thus the term, 'organic search results' was coined.
Google, along with other search engines are in the question and answer business. We ask the questions and they provide the answers. To do this, search engines have to index over a billion websites and in order to rank them in order of priority they have to use systems and set rules.
‘Relevance’ and ‘Popularity’ are two of the criteria that search engines use in their systems. They lay down requirements for what a website should comply with in order to help achieve a ranking. A website owner or SEO marketeer then complies with this criteria and uses many other different marketing techniques in order to help their sites achieve high rankings.
SEO is a complex mix of techniques. It works, but because it's a mix of optimisation, compliance, marketing techniques and strategies, it can be a slow process. The search engines don't help either by forever changing their rules and requirements.
SEO pays dividends though, by tending to keep site listings stable once a site attains the required ranking. This is the opposite to paid listing whereby your site disappears down the rankings as soon as your 'Paid Inclusion' subscription stops.
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