A successful blog or website depends on SEO process. It is a tool of internet marketing. On searching , if the website is displayed on the landing page, it is the optimisation of the search process. The website has to appear on the earlier pages of the search engine results. Search query makes the website accessible. There are search engine bots or software for display. While doing so, there are many consideration, e.g. the overall of design of the website, the quality of content, relationship with the key words used in search queries, people’s liking of the website, backlinks and a host of other things.

On internet, there are millions of pages pertaining to one topic. When we search by typing the key words in the search box, the best results are on the first page. The engine scans the best pages and the best results are displayed on the first page. This is done with the help of an algorithm — search engine ranking rules.

After scanning the pages information is gathered. This is called crawling. Next to crawling is ranking of the webpages. The best results are displayed first. A search query leads to the display of the most relevant webpages out of the previously indexed webpages. It is a complex process and is done by an automated software. A website preferably must be Search Engine friendly.

When improvements are made on pages and websites, it is on-page SEO. In off-page SEO, a link is built to the website. A website has to be shared socially. When rules of the search engine are ignored, it is called Black Hat SEO. The opposite is White Hat SEO where methods are employed keeping search engine in mind.

Search engine optimation increases our noticeablity. The visibility of the site is more. Bots are used to crawl pages to put them in index. These pages are then analysed by algorithms. Here a number of criteria are used. There are the ranking factors. These serve as proxies for certain aspects of the user experience. When a site is optimised by factoring in the factors or criteria, the pages fall into higher ranks in the search results.

SEO is the fundamental part of digital marketing.