Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine’s unpaid results, often referred to as natural organic or earned results.
A search engine ranking isn’t solely based on your own site’s merits; it’s also a bit of a popularity contest. Off-page SEO includes bolstering your digital reputation and authority by earning both backlinks and reputation-validating placements across the web. Search engines strive to connect information-seekers with content they’ll find valuable, and these off-page factors demonstrate there’s a world out there that believes your site and your content is useful and trusted enough to recommend. Said another way: search engines want their users coming back, and quickly pointing them to the relevant information they need is the golden ticket – your goal is making that job as easy as possible for them.