Securing a high rank on search platforms is of such enormous interest that a completely new industry emerged in the early 1990s. Referred to as search engine optimization (SEO), it helps marketers optimize their websites for search.
SEO is the process of boosting the ranking of a site on search result pages. It is of crucial importance because the ranking greatly affects site traffic. Most users do not look beyond the first result page, and the higher a site ranks on this list, the higher the probability the user will visit the site. According to Google 94% of users click on a first page result and 35% click on the top result.
This chapter imparts an understanding of the SEO processes — strategize, optimize and review — outline in Exhibit 19.1. It explains on page and off page optimization, imparting an understanding of how to increase inbound traffic and how to improve in-site retention.