What Is Search Engine Optimization? Search engine optimization, also known as SEO, is a set of techniques and tactics designed to increase the amount of visitors to a website by obtaining a high-ranking placement in the search engine results page (SERP) of search engines like Google, Bing, Yahoo, and others (see Figure 1). Tactics include using keywords in web page content, link building, social media optimization, and writing content that engages customers and helps search engines "value" your site. Some people engage in "black hat" SEO, using unethical tactics to get their sites to rank high in the search engine results, even at the risk of getting those sites banned or penalized.

The majority of web traffic is driven by search engines. While social media and other marketing techniques online and offline can generate visits to your website, search engines are the main way people find the sites they want to visit and how they navigate the web. This makes SEO simply indispensable for business success. If people can't find you or don't find what they are looking for once they are at your site, they won't buy from you.

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