Sep 10, 2019 - 02:50 PM
Companies use SEO to achieve specific business goals. One is to drive more traffic to their website, to increase awareness and sales. Another goal is to aid with what is known as reputation management. In other words, companies want as much positive content to appear in Google as possible, to push down any potentially negative content.
SEO is typically thought of in two pieces: on-page SEO and off-page SEO. On-page SEO often includes the content that is written on the site. Off-page SEO typically includes content and links that are published on other sites. On-page SEO can also include things like how the site is designed or structured, and it can include details that appear within the code on the site.
Search engines are constantly updating their search algorithms so SEO is a bit of a moving target. In other words, the way Google ranks sites is its secret sauce. So, anyone wanting to work in the world of SEO has to be willing to constantly follow trends. But, the good news is, much of the information you need to learn about SEO can be found for free online.