Search engine optimization (SEO)

Search engine optimization, also known as SEO, includes all the techniques that aim to improve the positioning of a page or website in the results of a search engine, such as Google.

These techniques aim to improve the understanding and consideration of the theme and content of one or all of a website's pages by the search engine ranking algorithm.

The goal is to improve a web page's ranking in search engine results pages. A website's ranking is considered good when it appears on the first three pages of search results for keywords that precisely match its topic.

Naturally, every website owner wants to see their site on the first page of Google, but this is a very difficult goal to achieve. In 2019, the number of websites exceeded 1.7 billion, according to annual statistics from NetCraft and the Worldmeters algorithm. However, behind this impressive figure, the number of websites considered active is less than 200 million. So, 200 million websites that would love to be on the first page. Draw your own conclusions.

SEO aims to generate organic (natural) results, unlike paid search (CPC) which allows for the placement of paid advertising links, generally in the top positions of Google. Search engine optimization is a field that is difficult to quantify in terms of results, since the algorithms are constantly changing.

Before starting any work on optimizing for natural referencing, it is necessary to identify and choose relevant keywords.