what is SEO, and how does it work?
Search engine optimization is now more than two decades old, yet it’s still a mystery to the common marketer. We know we need it. We know it works, in theory. But what’s going on behind the scenes? Understanding SEO goes deeper than blog posts and keywords. There are also algorithms, search bots and artificial intelligence to consider. So let’s get started. What is SEO and how does it work? Search engine optimization (SEO) is the process of increasing organic search rankings by targeting relevant keywords, publishing content and generating backlinks. Through on-page, off-page and technical SEO, marketers make their websites more attractive to search engines like Google and Bing, thus bringing in more organic site traffic and leads. SEO drives inbound web traffic SEO is a fundamentally different marketing practice than, say, paid advertising. In decades past, the traditional marketer would pay for ad space in television commercials, on highway billboards, on printed flyers and brochures...