Search engine optimisation (SEO) is a process in online marketing in which websites are adapted to achieve better positions in search engine results.
The objectives are higher visibility, more website visits and greater reach. Examples of applications are the optimisation of product pages for online sales or the use of keywords for local service companies. SEO can be used in conjunction with search engine advertising or social media marketing to maximise visibility and achieve marketing goals.
Various measures are required for search engine optimisation. These include optimising content, making technical adjustments to the website, improving loading times, gaining high-quality backlinks and adapting meta tags and headings.
The best-known search engines include Google, Bing and Yahoo.