SEO (Search Engine Optimization) in digital marketing is the practice of improving a website's visibility in organic (non-paid) search engine results—primarily on Google, Bing, and similar platforms. The goal is to increase relevant traffic to your website by ranking higher when users search for keywords related to your business.

There are 2 main types of Search Optimization - Onpage and Offpage optimization. Within onpage, we optimize web content

Here are a few steps:

Keyword research: Find terms your target audience searches. There are many SEO tools to idenify keywords, including Brightedge, SEMRush, etc. Free tools like Google Search Console also provides visibility towards this.

Other Onpage Factors

Title tags & meta descriptions

Header tags (H1, H2, etc.)

Image alt text

Internal linking

Content quality & structure

In addition, onpage also include technical factors, such as
Mobile-friendliness
Site speed
SSL/security (HTTPS)
Structured data/schema markup
Fixing crawl errors

The other prong of SEO is offpage optimization.

Backlinks: Earning links from other reputable websites

Social signals

Brand mentions

The goal of SEO is to show search engines like Google that you are a) a trusted source b) you provide value added information to the demographic who are searching the specific keywords you aspire to rank for.