SEO (Search engine optimization)
SEO is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic (known as “natural” or “organic” results) rather than direct traffic or paid traffic. Unpaid traffic may originate from different kinds of searches, including image search, video search, academic search, news search, and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience.
SEO is performed because a website will receive more visitors from a search engine when websites rank higher in the search engine results page (SERP). These visitors can then potentially be converted into customers.
Relationship with Google
In 1998, two graduate students at Stanford University, Larry Page and Sergey Brin, developed “Backrub”, a search engine that relied on a mathematical algorithm to rate the prominence of web pages.
The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links. PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another.
In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random web surfer.