SEO stands for Search Engine Optimization. It is a set of practices designed to improve the appearance, positioning, and usefulness of multiple types of content in the organic search results 1. SEO practitioners optimize websites, web pages, and content for the purposes of ranking higher in search engines, like Google 1.
Search engines use crawlers (also known as spiders or bots) to gather information across the internet to populate their big databases, called “indexes” 1. Crawlers begin from a known web page and then follow links from that page to other pages 1. The content of the discovered page, and the context of the links the crawler followed, help search engines understand what the page is about and how it is relevant to all of the other pages within its index 1.
There are three main categories of SEO: on-page SEO, off-page SEO, and technical SEO, all of which combine to help search engines discover, crawl, index, understand, and rank your content 1.
On-page SEO refers to optimizing the content and HTML source code of a web page 1.
Off-page SEO refers to the actions taken outside of your own website to impact your rankings within search engine results pages (SERPs) 1.
Technical SEO refers to the process of optimizing your website for the crawling and indexing phase 1.