SEO (or search engine optimisation) is a process that helps to rank your site on search engines. Search engines rely on keywords to generate these rankings (in order to help users find relevant information). The higher the ranking in a search engine the more traffic a site will get because its easier for users to navigate to, most websites will want to be as high up on search engines such as google or yahoo for this reason.
The video below explains SEO and how to best optimise a site:
Ive explained the key points in the video below (just to provide additional clarification for myself).
KEYWORDS- Using repeated keywords throughout a page will make it easier for search engines to pick up on. So if someone were to search the term "music festival brighton" and these words were included within my site a search engine would see those words and my page would be classed as relevant and ranked accordingly.
TITLES- Search engines also use titles to determine relevance
LINKS- The more links a site has the more "respectable" it appears and is more likely to be ranked as important because of this.
This is best highlighted by Content Harmony (a company that specialise in marketing) who state that "links (both from other websites as well as the links within your own site) are important to SEO because there is a direct correlation between quality/quantity of links to your site and how much search traffic your site receives" (2014).
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