SEO (Search engine optimization) is the process of making a web page easy to find, easy to crawl, and easy to categorize. It is about helping your customers find out your business from among thousand other companies.

SEO is an integral part of any digital marketing strategy. It is basically concerned with a holistic move towards driving customers to your business via online platforms. And to do that, one must ensure the website ranks higher in the SERP (search engine result page). 

A proper SEO makes a website rank in the first page of SERP. And the common belief is people generally scan and review the first two pages of the SERP.

Whereas SEO leads, where a customer makes the actual research of your product or service, results in higher conversion. These individuals making their research online already have a specific requirement and purpose in mind.

SEO will help small business owners create a faster, smoother, and user-friendlier website. Although most people still hang on to the old definition of SEO, thinking that it is only about optimising for the search engines, however, today SEO is also about improving user experience too.

There are many ways you can improve your website and maximize user experience. This includes providing your audience with relevant information, related photos or videos to support text, easy to navigate web pages or a mobile-friendly website configuration.

All of this leads to a better user experience. This results in more clicks, more leads, better brand recall and higher conversion rates. This is what search engine sites are looking for, thus improving your search ranking.