Search engine optimization, or SEO for short, is the process of improving the visibility of a website or page in a search engine’s results pages (SERP). The goal of SEO is to increase organic traffic to a web page by ranking high on the SERP.

Search engines crawl the web, go from site to site and index all the information they find about those sites. Then algorithms analyze that data and determine which pages should appear first in the search results for a particular query.

The content of a web page is one of the biggest factors that search engines use to determine its relevance. This includes analyzing the titles, descriptions, images, and other content on a web page to determine what it is about.

In addition, it also analyzes how well a page is structured to ensure that it can be crawled by search engines. This includes ensuring that a page has relevant keywords in the title, description and URLs, as well as coding that allows search engine spiders to crawl a website efficiently.

While the exact process of SEO is changing with each new algorithm update, many of its core principles have remained unchanged since Google became the dominant search engine. These include using unique, descriptive titles that convey a website’s content to both users and search engines; optimizing site speed for better user experience; and using relevant structured data, such as Schema markup, to communicate important details about a website.