2. Definitions- Search What is SEO? Search engine optimization (SEO) is a technical, analytical and creativ e proces s t o improv e th e ‘free’ , ‘organic’ , ‘editorial ’ o r ‘natural ’ visibility of a website in search engine result pages (SERP), with the aim of driving more potential customers to it. Web pages and other content such as videos or local listing are shown and ranked based on what the search engine considers mots relevant to users. How SEO works: • Onsite (content and website infrastructure) – Having an efficient website architecture and infrastructure – Targeting the best keyword clusters – Creating and matching content to target specific keyword • Offsite (how the website is referred to, from other online sources) – Developing a profile of high quality, on-theme incoming links – Having a relevant and active social media presence – Creating citations (non-linking references) about you – At least half of your SEO outcomes are influenced by elements outside your direct control Source : Reprise Media 159
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