Search engine optimization (SEO) is the process of increasing the visibility of a website or a web page to users of a web search engine, such as Google or Bing. The term excludes the purchase of paid placement, referring only to the improvement of unpaid or organic results.
The goal of SEO is to get the target website more visitors from search engines as a result of a higher rank in the search engine results page (SERP). SEO may target different kinds of search, including image search, video search, academic search, news search, and industry-specific vertical search engines.
As digital marketing strategy, SEO considers how search engines work, the algorithms which control search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by the target audience.