Search engine optimization (SEO) is the entirety of all technical and content-related measures to optimize a website in order to improve its ranking and thus its visibility in the SERPs.
Search engine optimization and search engine advertising (SEA) are part of online marketing and together form search engine marketing (SEM).
SEO can be divided into on-page optimization and off-page optimization. The goals of optimization measures can include lead generation, higher sales and higher profits online, increasing brand awareness or increasing reach.
In order to optimize a website, different tools are used to carry out various analyses. The implementation of measures is a continuous process that always starts from the beginning, as user needs and therefore search queries change over time. SEO measures can be implemented immediately, but usually only become visible after some delay.
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