what is SEO
What Is SEO? Search Engine Optimization Explained
SEO — search engine optimization — is the practice of improving your website so it ranks higher in unpaid search results. This guide explains how it works without the jargon.
How search engines decide rankings
Google crawls the web, indexes what it finds, and ranks pages using hundreds of signals. The big ones: does the page answer the query well, can the site be crawled and loaded easily, and do other reputable sites vouch for it with links?
The three pillars
Technical SEO ensures search engines can access and understand your site. Content gives them something worth ranking — pages that genuinely answer what people search. Authority — mostly backlinks and brand mentions — tells them others trust you. Weakness in any pillar caps the other two.
Why SEO matters for Canadian businesses
Organic search is typically the largest source of website traffic for Canadian small and mid-sized businesses, and unlike ads, the traffic does not stop when you stop paying. It is an asset that compounds.
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