Search Engine Optimization (SEO) is the process of increasing search engine ranking and organic traffic to a website though optimization and marketing. SEO, as you may be aware, stands for ‘search engine optimization’. Simply put, SEO is a web-based or online marketing strategy which is taken advantage of in order to improve a website’s ranking on a search engine’s SERPs (search engine results pages). The higher a website’s URL appears on the Google’s results pages, the better are its chances of attracting more users to its landing page.
Users browsing the net searching for information on a product or service before placing an online order, usually tend to click on the top 5-6 URL links listed on the first SERP. And if your portal is not there on the first search results page, chances of users or customers visiting the site are slim to nil as most surfers have very short attention spans and may not look beyond the first page. If your business has an online presence, then your final objective would be to make your site rank at the very top of the first SERP or at least a position on that page.
And in order to ensure that you should formulate an effective SEO strategy which in turn would entail choosing relevant keywords, creating original content, and quality link building etc.