It basically refers to the process of making changes to your website to make it more accessible when people search for products or services associated with your company on Google, Bing, and other search engines. The more accessible your pages are in search results, the more likely it is that you'll get noticed and draw both prospective and returning clients to your company.
How does SEO work ?
Search engines including Google and Bing use crawlers to explore online pages by moving across sites, gathering data about them, and adding them to an index. Consider the index as a massive library where a librarian could pull up a book (or a web page) to help you find what you're currently looking for at the time.
Why is SEO important for marketing?
Due to the fact that people do billions of searches everyday, some of which are done with a commercial intent to learn more about goods and services, SEO is an essential component of digital marketing. The main source of web traffic for brands is frequently search, which supports other marketing channels. Your bottom line may be significantly impacted by increased visibility and a higher ranking in search results than your rivals.
In conclusion, SEO works as the base of a complete marketing ecosystem. When you know what your website visitors desire, you can utilise that information to improve your campaigns (paid and organic), website, presence on social media and more.