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    Search Engine Optimization (SEO)

    Search engine optimization (SEO) is the process of improving aspects of a website — including its technical backend, use of keywords, and linking — to improve visibility and ranking on search engines.

    What Is Search Engine Optimization (SEO)?

    Search engines like Google are the main way consumers find and research products today. Individuals enter specific short-tail (one to three words) or long-tail (four or more words) questions or phrases into the search engine to find the products they need and engage with brands’ internet presences.

    Search engine optimization (SEO) is the process of improving key aspects of a website to increase the site’s ranking in search and drive more consumers to a page.

    Most people engage with only the top-ranking sites that come up during a query, so it’s critical for brands to reach those coveted and highly competitive rankings.

    Brands can support SEO performance by:

    • Regularly publishing high-quality content that is relevant to consumers’ needs;
    • Finding and strategically using the right keywords in their content and web pages;
    • Enhancing their backend capabilities to ensure pages load quickly and are mobile-responsive; and
    • Ensuring their web pages provide an overall positive user experience.

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