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What is SEO / Search Engine Optimization? 

SEO means search engine optimization. This means increasing your site's visibility when people search for products or services related to your business on Google, Bing, and other search engines. The better your page visibility in search results, the more likely it is to attract your attention and attract potential and existing customers to your business.
 
How does SEO work? 
Search engines such as Google and Bing use bots to crawl pages on the web, go from site to site, collect information about those pages, and put them in an index. Think of the index like a giant library where a librarian can pull up a book (or a web page) to help you find exactly what you’re looking for at the time.
 
 
Why is SEO important for marketing? 
SEO is a fundamental part of digital marketing because people conduct trillions of searches every year, often with commercial intent to find information about products and services. Search is often the primary source of digital traffic for brands and complements other marketing channels. Greater visibility and ranking higher in search results than your competition can positively impact your bottom line.
 
 
However, the search results have been evolving over the past few years to give users more direct answers and information that is more likely to keep users on the results page instead of driving them to other websites.
 
Also, features like rich results and Knowledge Panels in the search results can increase visibility and directly provide users with more information about your company.
 
 
In sum, SEO is the foundation of a holistic marketing ecosystem. When you understand what your website users want, you can then implement that knowledge across your campaigns (paid and organic), across your website, across your social media properties, and more.


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