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What is SEO?
Search engine optimization aka SEO is the process of improving the quality and quantity of website traffic to a website from search engines like Google, Bing, Yandex or others (not many left out there…). SEO targets unpaid traffic (known as “natural” or “organic” results) rather than direct traffic or paid traffic (advertising like Google Ads).
As a core digital marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behaviour, what people search for, the actual search query (or term) or keywords typed into search engines, the user intent. SEO is performed because a website will receive more visitors from a search engine when websites rank higher in the search engine results page known also as SERP. Visitors can then potentially be converted into customers and the traffic acquired organically is free.
Keyword research is a practice search engine optimization (SEO) professionals use to find and research search terms that users enter into search engines when looking for products, services or general information.
Search engine optimization professionals first research keywords and then align web pages with these keywords to achieve better rankings in search engines. Once they find a niche keyword, they expand on it to find similar keywords. Keyword suggestion tools usually aid the process, for example using the Google Ads Keyword Planner, which offers a thesaurus and alternative keyword suggestions.