Search engine optimization (SEO) is the strategy of creating content in such a way that search engines like Google will rank your page high on the search engine results page (SERP).
Google uses algorithms to decide how relevant your page is to the keywords that the user is searching for. These algorithms update frequently, and SEO strategies must be adjusted just as regularly to remain effective.
When done properly, SEO efforts will put your page at the top of the SERP and bring in more organic traffic.
Pros:
1. It increases the brand visibility.
2. It is cost efficient, compared to PPC.
Cons:
1. SEO depends on content and tech.
2. Google's changing algorithms might come in the way of your efforts.
3. It takes time for SEO to work.
The Next Steps
- SEO begins with good content. Follow a good content strategy and do keyword research to discover what people search for.
- Stay updated on Google's recommendations for content.
- Beginners opt for a plug-in that would assist them in optimizing their site (e.g. Yoast for WordPress).
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