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SEO (Search Engine Optimization)

Search engine optimization (SEO) is the practice of optimizing website content, structure, and performance to improve its visibility and ranking in search engine results pages (SERPs) for relevant keywords and queries, thereby driving organic (non-paid) traffic to the website. In academia, SEO is studied within the fields of information retrieval, web analytics, and digital marketing strategy. Researchers investigate SEO techniques and best practices, such as keyword research, on-page optimization, link building, and technical SEO, to enhance website relevance, authority, and crawlability for search engine algorithms and users. SEO enables organizations to increase website visibility, attract targeted traffic, and generate quality leads or conversions by aligning website content and structure with user search intent, preferences, and browsing behaviors across different devices and platforms. By implementing SEO strategies, organizations can achieve higher rankings, organic click-through rates (CTR), and search engine market share, driving sustainable growth and competitive advantage in digital markets and industry sectors. Academic studies on SEO also explore its impact on user experience (UX), website accessibility, and mobile-friendliness, as well as emerging trends such as voice search optimization, local SEO, and algorithm updates to support continuous improvement and innovation in organic search optimization practices and search engine algorithms.

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