Google displays sites it believes are authoritative and relevant. They measure relevant by analysing page content; the words you and I read, and they measure authority (mostly) based on the number and quality of the other pages lining to the pages they show - links are like votes.
Search engine optimisation is a method of getting your website a higher ranking in search engines such as Google, Yahoo or Bing. A search engine optimisation campaign pairs on-site optimisation with off site tactics, which means you make changes to your site itself while building a portfolio of natural looking back links to increase your organic rankings. When Internet users search for your products and services, your website needs to be the first one they find. SEO helps the search engines recognise your relevance to specific keywords that people search for online, The search engine optimisation process includes research keywords, creating content, building links and making sure your website is visible in the search engines.
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