What Is Search Engine Optimization?

Search engine optimization (SEO) is a process designed to help organizations improve website traffic and visibility by optimizing content so that it ranks highly in search engine results. SEO comprises not one single technology or process, but rather a combination of various best practices that are supported by multiple types of tools and technologies.

Key technologies to support your SEO processes include keyword research, backlink analysis, website auditing, traffic volume analytics, and competitor analysis tools:

• Keyword research tools enable users to research trending keywords and phrases to find the optimal keywords to bring in the right audiences—as well as analyze the success of already existing keywords.
• Backlink analysis tools help users analyze the quality and quantity of both internal and external backlinks that link to their pages, as well as facilitate backlink outreach processes.
• Website auditing tools are designed to crawl pages from the perspective of a search engine, to highlight any on-page and technical SEO issues across the entire website and suggest fixes for them.
• Traffic volume analytics tools provide key metrics on the number of users visiting particular pages, as well as key demographics for these users.
• Competitor analysis tools help organizations discover their competitors’ SEO and marketing strategies, as well as key website metrics and rankings.

Vendors listed within this category offer a range of SEO tools. Some might be all-rounders, offering a multitude of tools on one holistic platform. While others might specialize in keyword research or backlink analysis, for example.