Optimizing your Website

Mastering search engine optimization (SEO) is essential to succeed in the digital marketplace. The influence of search engines on the digital environment is such that in many respects digital marketing is effectively search-engine marketing.

Appreciating SEO

SEO is the practice of making a website attractive to a search engine, by presenting information in such a way that the search engine will calculate that this site addresses a specific inquiry from a human searcher. Contrary to popular opinion, the aim of SEO is not to get the better of the search engines. Search engines want to satisfy their users by listing sites whose content matches the searchers’ requirements, and by doing so generate revenue from advertising ...

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