SEO (Search Engine Optimization)
SEO stands for “Search Engine Optimization”. It is a technique that help your website to rank higher in search engine results pages. The process of maximizing number of visitors to any particular website and also ensuring that the site appears on the top of the list of results returned by a search engine is also called as SEO. As per Wikipedia, the definition of search engine optimization is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. Generally, SEO targets unpaid traffic rather than direct traffic or paid traffic.

In simple terms, SEO can also be defined as the process of improving your website in order to increase its visibility on the internet when people search for products or services which are related to your business in search engines like Google, Bing. The better visibility your pages have in search result, the more likely you are to garner attention and attract prospective and existing customers to your business.
Search engines help people to find what they are looking for online. Whether researching a product, looking for a restaurant, search engines are a common starting point when you need these types of information. Search engine optimization is the practice of orienting your website in order to rank higher on a search engine results page (SERP), so that you can receive more traffic. The aim is typically to rank on the first page of Google results for search terms that means the most to your target audience. So, SEO is all about understanding the wants and needs of your audience as it is about the technical nature of how to configure your website.
As an internet marketing strategy, SEO considers how search engines work, how the computer programmed algorithms that dictate search engine behaves. It also considers what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. A website will receive many visitors from a search engine when that website ranks higher on the search engine results page. And then these visitors can be converted into customers.
How SEO works?
Search engines such as Bing and Google use bots to plod pages on the web. They go from site to site while collecting information about those pages and putting them in an index. You can imagine index like a giant library where a librarian can pull up a book or a web page, to help you find exactly what you are looking for at the time.
Then algorithms analyze pages in the index by taking account hundreds of ranking factors or signals in order to determine the order pages should appear in the search results for a given query. As in our library analogy, the librarian has read every single book in the library and can tell you exactly which one will have the answers to your questions.
When a user types or speaks something into the search box, then the search engine uses complex algorithms to pull out the most accurate and useful list of results for that query. And these organic results include web pages which are full of text, news articles, images, videos, local business listings and other more niche types of content.
Our SEO success factors can also be considered as proxies for aspects of the user experience. It is how search bots estimate how well a website or web page can give the searcher what they are searching for. Unlike paid search ads, you can not pay search engines to get higher organic search ranking, which means SEO experts have to put in the work.
In short, there are a lot of factors that undergoes into the search engine’s algorithms and those factors are evolving continuously to keep up with the changing user behavior and advances in machine learning.

SEO Tools
SEO tools save you from boring keyword research and data analysis. With these tools, you will be able to see what is working and which parts of your strategy could benefit from some tweaking. SEO tools also provide report about how you measure up to competitors and where the greatest opportunities lies for you. You can use SEO software to save hours of effort and can generate accurate reports at a click.
Best SEO Tools
1. SEMRUSH
It is a marketing SEO tool, which tend to be fan favorites in the SEO community. One of the most popular features of this SEO tool is the Domain Vs Domain analysis, which allows you to easily compare your website to your competitors. If you are looking for analytics reports to help you better understand your websites search data, traffic or even your competitors, you will be able to compare keywords and domains. The On-Page SEO Checker tool helps you to easily monitor your rankings and find some suggestions on how to improve your websites performance.
2. MOZ
SEO software MOZ keeps popping up as one of the best SEO tools that experts actually use. Some specialists raved about how MOZ was always up to date, despite of Google’s regular algorithm change. Others praised MOZ’s chat portal that allow them always to get an insightful response to every question asked. Whether you are looking for keyword recommendations or a site crawl, MOZ is a full-service powerhouse. You can get insights into how your website is performing but also how to overcome it. They also have a free MOZ Bar toolbar that you can download to see your website’s metrices while browsing any page. If you are looking to learn more about SEO, you should also consider checking out MOZCON, their annual conference.
3. Google Trends
Google Trends has been around for years but it has been underutilized. It not only give you information regarding a keyword but it offers great insight into trends around the topic, which can be invaluable at any stage of a business’s growth. Search for keyword in any country and receive information around it like top queries, rising queries, interest over time and geographical locations depending on interest. If you are unsure which trends are the ones for you then this is the best SEO tool to use.
4. Fat Rank
SEO chrome extensions like Fat Rank, allows you to easily analyze your website’s performance. The SEO keyword tool let you know the ranking of your keyword. You can add keyword to your search to find out your rank per page for each keyword you optimized for. If you don’t rank for the top 100 results, it’ll tell you that you are not ranking for that keyword. This information allows you to better optimize your website for that keyword so you can make adjustment as needed.
Best SEO Plugins for WordPress
- Yoast SEO
- HubSpot
- SEMRUSH Writing Assistant
- SEO Press
- Rank Math
- All in one SEO
- Monster Insights
In order to drive organic traffic, search engine optimization is the necessary step. Since SEO is an involved and ongoing process but fortunately WordPress has a variety of resources to make it easier. To ensure maximum utilization of your WordPress site, you can select a quality WordPress theme and a WordPress SEO plugin to help you implement your SEO strategy.
Here some of the best plugins for WordPress are given below:
SEO Types
There are three kinds of SEO are:
On-page SEO
On-page SEO is the process of optimizing web pages title tags, internal links, HTML code, URL and many other on-page elements to improve rankings and user experience.
Off-page SEO
Everything you do outside of your website to help it rank higher in Google’s search results comes in off-page SEO. Off-page SEO includes getting good social media advertising, getting clients to give you good reviews on online forums and getting links from credible websites in the same field as you.
Technical SEO
Technical SEO can be defined as indexing your website in such a way that it is easier for Google’s web bots to crawl and index your site.
SEO Importance for Marketing
SEO is important as it increases visibility of the website. It also enhances user trust on the website and increases website traffic. SEO can lead to better customer experience of the website.
SEO is a basic part of digital marketing because trillions of searches are conduct by people every year, often with commercial intent to find information about products and services. However, the results have been evolving over the past few years to give user more direct answers and information that is more likely to keep users on the results page instead of driving them to other websites.