The online marketing industry has been abuzz with SEO (Search Engine Optimisation). It is one of the vital online marketing techniques to generate organic (PPC or non-paid) search engine traffic in order to push your website up the SERPs (Search Engine Ranking Pages such as Google, Bing, Yahoo etc.). Effective SEO techniques not only increase ranking for a website but also boost revenue by increasing the conversion rate. SEO is the continuous practice of optimising a website by improving internal and external architecture in order to increase the web presence.

Recent data shows that most web traffic is driven by the major search engines, Google, Yahoo, Bing etc. Search engines are a primary method of navigation for almost all internet users. Whether you provide products, information or services, SEO makes your site search engine friendly, so that you can cash in incredible opportunities.To get the relevant and targeted traffic it is important to optimise your site for the selected keywords. Search engines have two major functions – crawling and building an index, and provide answers by calculating relevance.The entire process is based on the search query known as keywords. If you are online and you tend to avoid SEO, your online business will definitely perish and your site will vanish among millions of pages.

Search engines do not give top ranks to all websites. Generally, top websites should be easy to use, navigate, and provide direct and relevant information to the query. These should be professionally developed and accessible to modern browsers. However, through linking pattern, machine learning and user engagement metrics, engines make a viable decision to rank a particular site. Usability and user experience also influence the search engine ranking. Social sharing (Facebook, Twitter, Google+ etc.) also enhance search engine ranking.  SEO strategy varies depending on the product or service.

The complicated algorithms of search engines may appear impenetrable. It is highly recommended to abide by the guidelines of SEO best practices (white hat SEO). SEO is not a one-time process to achieve top ranks in search engines; it is a continuous effort to achieve better results to gather targeted traffic. In a nutshell, SEO is the science of optimising contents of a website and the science of getting higher page rank (PR) for your live site by effective link building strategies.

Over the more than 15 years of internet evaluation, SEOs and marketers are helping their clients achieve better positioning. They are also deciphering the complex algorithm of search engines and making your website easy for both users and search engines robots to navigate.