Search Engine Optimization, or SEO as it’s known in the industry, is the process of improving traffic to a website by employing techniques that improve the website’s ranking in search engines. As opposed to paid search, where website owners and advertisers pay to show up in search results, SEO improves a site’s organic, or ‘natural,’ ranking on SERPs, or Search Engine Results Pages. The higher the ranking of the website, the higher the likelihood there is that the website will receive more visitors than its lower-ranked competitors.

Search engine optimization services include initial consulting on a site’s structure, how the site is viewed by search engines, keyword research and content written around those keywords, creating incoming links, submitting the website to search engines, and reporting on the results of the optimization process.

The beauty of SEO is that a website that ranks well in natural search results will not only drive more ‘free’ traffic to your website, it often lowers your marketing costs because you won’t have to make up for those lost visitors via paid search.