SEO stands for Search Engine Optimization and is the process that enhances a website’s presence on a search engine results page (SERP). SEO involves optimizing a piece of content or the structure of a site so it ranks higher for specific keywords when users conduct searches on these terms.

An effective SEO strategy will increase a business’s website’s position in search results, increasing the chance that people visit it and increasing revenue because more people see and click their advertisement.

When selecting an SEO professional, be sure to ask for references from past clients – particularly ones in your industry – who can give an accurate account of the services this person provides and the type of results you can anticipate from them.

Be wary of any SEO firm that guarantees rankings or promises a “quick fix.” SEO is not a quick-fix solution; rather, it requires time and hard work over the course of several months or years to see results.

One of the key factors affecting a website’s rank is content quality. Top SEOs will pay particular attention to creating high-quality, relevant writing that’s also well optimized. This involves using appropriate keyword density levels, including the target keyword in title/introduction text as well as meta description/slug of the page, etc.

SEOs use internal links to increase a page’s relevance for specific terms, while larger sites often benefit from having an XML sitemap created so search engines can index more efficiently.

SEOs will often make sure their sites are mobile-friendly and feature intuitive internal navigation so it is easy for visitors to locate what they need quickly. Achieving mobile friendliness is especially essential, since Google now includes it when ranking sites.

One of the more widespread SEO scams involves creating “doorway” pages designed to redirect searchers back to a site’s true homepage using redirections, contrary to Google’s guidelines and risking having their index removed altogether.

Apart from having basic technical knowledge, any business owner or marketer must also understand SEO principles to avoid bad practices that could harm their site’s ranking and reputation with search engines. More importantly, understanding these concepts will remind them that advanced techniques won’t do much good without producing high-quality content creation.