Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
Over the years, SEOs have become really good at understanding keyword intent and segmenting the marketing strategy to match intent.With the loss of keyword data in Google Analytics, and the general progression of SEO as a discipline, we are starting to merge more traditional marketing concepts into SEO to create a new way of segmenting audiences.Now, we must merge quantitative data around the topics that are driving search demand and pair that with market insights about who our personas are, and what types of information is useful to them on their buying journey. The old saying that “life is a journey, not a destination” can also be applied to SEO. Search engine optimization should be a part of a website for its lifetime, continuously improving its ability to make a brand (and its content) be more visible and to create a better experience for users.