SEO stands for “search engine optimization.” It means the process of improving one's site to increase its visibility when people search for products or services related to one's business in Google, Bing, and other search engines. The better visibility your pages have in search results, the more likely  to garner attention and attract prospective and existing customers to one's business. SEO is a fundamental part of digital marketing because people conduct trillions of searches every year, with commercial intent to find information about products and services. Search is the primary source of digital traffic for brands and complements other marketing channels. Greater visibility and ranking higher in search results than your competition can have a material impact on your bottom line.Features like rich results and Knowledge Panels in the search results can increase visibility and provide users more information about your company directly in the results. There are 4 types of SEO - on page seo, off page seo, technical seo and local seo.

SEO is the foundation of a holistic marketing ecosystem. When one understand what their website users want, one can then implement that knowledge across campaigns (paid and organic), across website, across social media properties etc. Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index. Next, algorithms analyze pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query. 

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