Search Engine Optimization (SEO) is a technique that involves the use of keywords and a website’s technical configuration in order to improve its ranking in the SERPs. SEO also helps to increase website visibility by making it easier for people to find your website through search engines.

The process of SEO begins when robots, known as spiders, or crawlers, collect information on a website. These robots then report back to Google to find out what is on that particular website. If a page is found to have a high degree of relevance to a query, the spider will follow it to find new content.

Ultimately, the goal of SEO is to display the content on your website as the highest result on a SERP. This can happen through the use of keywords, meta descriptions, and titles. But it also requires high quality content.

For example, if you sell tennis shoes online, you should optimize your website’s pages around two kinds of keywords: product keywords and informational keywords. These are the keywords that your customers are more likely to type into a search box.

Having your pages optimized for both types of keywords can help your website rank higher in search results, which can lead to free traffic month after month. It also helps to ensure that your content is unique and doesn’t repeat itself. Using the same keyword multiple times can result in a poor reader experience.

Another way to make your website more visible is through paid advertising. While paying search engines can be effective, you don’t want to lose the organic traffic that you get from your website.